Measuring the return on UGC in Germany has an extra difficulty: the cookie banner. A noticeable share of visitors declines tracking, so what your dashboard shows is systematically incomplete.

What that means in practice

Your numbers are not a picture of reality, they are a sample with unknown bias. That is why comparisons over time are more usable than absolute values. Two weeks with video against two weeks without, same conditions, is more reliable than any attribution report.

The three numbers that decide

  1. Cost per purchase of the campaign with the video, compared with the period before.
  2. Product page conversion rate with and without video, at least two weeks per state.
  3. Total revenue against total ad spend for the month. That number knows no consent banner and does not lie.

Why attribution misleads here in particular

Someone sees the video, declines cookies, comes back three days later by typing the address and buys. To the dashboard that is direct traffic with no cause. The share of such cases is higher in Germany than in markets with looser consent practice.

The cost block nobody counts

Internal time. Briefing, alignment rounds, legal review and uploading exceed the video's production cost in many German companies. Removing one approval loop improves return more than a discount from the creator.

How to recognise an effective video

Not by the comments. Effective advertising content often has mediocre engagement and good sales, because it is not meant to please but to convince.

Keep reading

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Frequently asked questions

Why do my numbers not add up?

Consent banner refusals distort every dashboard.

Which number is the most honest?

Total revenue against total ad spend.

How long does a test take?

Two weeks per state.

Do likes matter?

No, they do not correlate with sales.