[brookst]

Agree, but your second bullet is kind of the same as the first, right? It’s saying that on the whole, inclusive of changes to marketing processes, removing cookies didn’t impact bottom line enough to be measure able as positive or negative.

[Root_Denied]

There's definitely a difference between "Cookies provide X value" and "We were able to mitigate the loss of cookies by doing A, B, and C - but we don't know the value of doing A/B/C individually."

If the point is to quantify the value of cookies then you need to measure that as an independent variable. Attempting to compensate with other actions, each of which you also don't know the independent value of, means you will be unable to quantify the true value of cookies or the value of your other actions.

What if none of the tools they're using, including cookies, provide any measurable value? How would you know? What if the value of cookies (X) and item A is positive in terms of impact, but B and C are both negative, but not enough to offset A so it comes out in a wash?