It is no surprise that the plan by Apple and Google to depreciate third-party cookies is a concerning topic among advertisers tasked with accurately attributing conversions while respecting user privacy.
To combat these huge shifts in the industry and to help advertisers continue to deliver successful and measurable campaigns, Facebook is urging the use of its Conversions API which gives more power over the data that is sent to Facebook.
Example of Shopify data share setting to be sent to Facebook (Source)
In this post, we’ll walk you through:
After years and years of questionable data collection and customer privacy breaches by some the biggest organizations in the world, the inevitable has arrived where change needed to happen.
Internet users have become more educated about data protection and are taking control to make sure their online experiences are as secure as possible. It is up to lawmakers to also adapt and evolve and ensure user privacy is at the forefront of cybersecurity.
Although the absence of third-party cookies will ultimately promote privacy, digital marketers will soon be faced with the challenge of targeting users and measuring the success of campaigns without third-party cookies.
This data is usually collected through a pixel that sends event information, such as purchases, sign-ups, page views, etc., from a web browser (like Chrome or Safari) to an ad platform (like Facebook or LinkedIn). This is TREMENDOUSLY important information for marketers because it helps inform decisions and recommendations that can ultimately have an impact on revenue, growth, and profitability.
Yes, this may seem scary, but ad platforms like Facebook are looking for ways to offer solutions for advertisers that respect user privacy.
Facebook has developed the new Conversions API (CAPI) to share data directly from their server, rather than through a browser to bypass any loss of cookie support.
Example of CAPI Workflow(Source)
We recommend that advertisers become early adopters of Conversions API to comply with changes in consumer privacy norms and to better understand and prepare for the evolving landscape. Some tips for a smooth adjustment include:
Looking forward and starting to adapt will help advertisers set themselves up for success for future campaign strategies to overcome these challenges. By following the 3 I’s, you can plan ahead to take advantage of the solution Conversions API:
Be aware of any upcoming industry changes, platform updates, and privacy laws. This will inform strategy and optimizations moving forward. Consulting with stakeholders early on in this process will allow for more time to make adjustments to websites, tagging, tech stacks, and more.
Understanding the reporting implications of CAPI compared to historical data will also be important for setting new measurement benchmarks.
Make sure you have a plan as to which data sources will be included and prioritize their value. Make sure attribution windows align across channels and that reporting is compared accurately.
The Conversions API will give advertisers more control over what and when data is being sent over.
Start testing campaigns and setting benchmarks. Launch multiple A/B tests with Conversions API and the Facebook Pixel to see how they will compare and have a foundation to build on for future campaigns.
Source: www.seerinteractive.com, originally published on 2021-04-29 11:46:31