DoubleClick event decreasing

We're seeing a drop in doubleclick statistics, visitor numbers unchanged

[justa]

We use Google Tag Manager to load in a number of scripts including Google Analytics and DoubleClick.

The tracking of of people coming into the site and actions are implemented in this way

1. DoubleClick tag is set inside of DoubleClick. We set it to count every conversion, and then we link it through to the GTM Container that is added to the site.
   
2. On GTM we create a new tag and select Floodlight Counter, this then pulls through the details we created on DoubleClick in step 1.
   
3. We set the trigger to be on all click elements, but to look only at ones that have particular click classes (id's are not on the click targets)
   

The above is done for about 15-20 different DoubleClick tracking tags on various pages on the site.

This was all working fine and we were seeing the right results from our campaigns. There was a big push on the 19th November which saw between 150-400 conversions per day, but on the 25th November those conversions went to around 25 per day. The traffic has not reduced throughout this process, and the number of returning visitors (assuming they're not counted twice) is only 25% which won't account for such a dramatic drop.

The site we're tracking is http, and I'm wondering if something happened around 25th November on the GTM or browser side of things that might account for the drop... any thoughts?

[RhinoFish]

Dissect by Browser, see if it is a particular platform.
Same with device and operating system.

It sounds like something in your checkout funnel changed, check hourly stats to see if the change was abrupt.

If you have Google Analytics Enhanced eComm running, run thru the Checkout Reports, see if the change shows itself there.

[tangor]

Have you identified the clicks as users without a script or ad blocker? Just asking.

Things are changing ... and some browsers are defaulting to killing third party cookies.

[justa]

These aren't e-commerce, they're careers websites and the CTA's are applying for jobs.

Great shout checking browsers and platforms, although with the massive drop it can only be something Chrome based if it's a browser (nothing else has enough market share).

The strange thing is that this is the only campaign that we've seen drops, all the others are maintaining the status quo.

[RhinoFish]

"Great shout checking browsers and platforms, although with the massive drop it can only be something Chrome based if it's a browser (nothing else has enough market share)."

Right, but checking it would confirm it is specific to Chrome, and that would get you one step closer to pinning it down.
Or, if it were happening for all browsers, you'd know it was likely something else, like you event scripting or GTM settings.

:-)

[justa]

Browser review worked. All Chrome stopped working that date, and the reason this one stopped tracking is because the site is running on HTTP and not HTTPS.

[tangor]

Nice to have resolutions posted. All too often folks will solve a problem and not post it!

So, thank you for doing that!

[RhinoFish]

Another mystery solved!
[en.wikipedia.org...]