HomeOnline MarketingAffiliate MarketingEasy methods to Promote With out Cookies Utilizing Conversion APIs

Easy methods to Promote With out Cookies Utilizing Conversion APIs

Lately, the outcry for knowledge privateness has significantly elevated. Governments worldwide have rolled out legal guidelines mandating privateness, forcing giant tech firms to fulfill authorized necessities and shopper expectations. Safari and Firefox are already blocking third-party cookies, and Google will quickly be following go well with in 2023. The introduction of advert blockers and modifications round machine IDs has accelerated the transfer towards a world of elevated digital privateness.

All of those elements are having big implications throughout the board as a result of advert platforms use third-party cookies to seize browser occasions and conversions that happen in your web site or app.

Most often, occasions and conversions embrace these:

  • Merchandise in cart
  • Signup
  • Product trial
  • Session size
  • Subscriptions
  • Web page seen

Prior to now, you can merely obtain an ordinary net Pixel to share third-party cookie knowledge straight along with your advert platforms—Fb, Google, TikTok, Snapchat—to determine lookalike audiences and retarget in the direction of present customers.

The query now could be, how do you take care of paid advertisements and reporting in a privacy-centric world? With third-party cookies going extinct, you’ll must discover a new strategy to sync buyer knowledge to your advert platforms, and also you’ll additionally want a strategy to monitor and report in your campaigns. So how are you going to promote with out cookies?

Conversion APIs

Main advert platforms are introducing conversion APIs, which work in an analogous strategy to third-party cookies. Nonetheless, as a substitute of utilizing an online pixel to mechanically acquire and hearth occasions to your advert platforms, conversion APIs allow you to manually ship the info to the advert platform your self. 

This methodology is definitely far more dependable in comparison with typical third-party cookies since you’re not simply restricted to amassing web site interactions. Conversion APIs have a significant benefit as a result of they will obtain knowledge from offline conversion and occasions anyplace within the buyer journey, whether or not that’s lead occasions in your CRM, buy occasions in your ecommerce platform, or interactions in your advertising and marketing platform.

With a conversion API, you will get all of this knowledge along with the behavioral knowledge that’s already collected inside your app or web site to additional enrich your advert platforms with much more correct buyer knowledge.

There’s a key downside although, so as to use a conversion API, you first must consolidate your whole buyer knowledge right into a central analytics database. The excellent news is, it’s extremely doubtless your engineering workforce is already sending your whole knowledge to a knowledge warehouse for analytics functions. Most often, that is finished utilizing an ELT (extract, load, remodel). Supermetrics could be a nice choice for ingesting advertising and marketing knowledge into the warehouse as a result of it integrates natively with all the main cloud knowledge warehouses, together with Snowflake, AWS Redshift, Google BigQuery, and Azure Synapse.

As soon as your knowledge is within the warehouse, all it's a must to do is work out the way to sync it again to your advert platforms for retargeting and lookalike audiences. That is problematic as a result of each conversion API is exclusive, so your engineering workforce will inevitably be required to construct a customized integration or knowledge pipeline for every advert platform in your advertising and marketing stack. Integrating your buyer knowledge into your advert platforms will be time-consuming and tough. Alternatively, you can obtain and add guide CSV recordsdata, however that’s inefficient, particularly if that you must sync the identical knowledge set or viewers to a number of completely different advert platforms.

Hightouch for knowledge activation

Knowledge Activation shouldn't be tough, and with Hightouch, you may simply transfer your buyer knowledge into your advert platforms. Hightouch is a Reverse ETL platform that powers Knowledge Activation by syncing knowledge straight out of your warehouse or BI instruments to over 90 completely different locations mechanically.

Since Hightouch merely queries towards your knowledge warehouse, you need to use SQL and even benefit from the prevailing knowledge fashions and customized audiences your engineering workforce has built-in your knowledge warehouse. All it's a must to do is outline columns in your supply and map them to the suitable fields in your vacation spot.

Better of all, your entrepreneurs can self-serve and create ad-hoc audiences at a second’s discover utilizing Hightouch’s Visible Viewers Builder.

Find out how Evaluate Membership lowered value per lead by 10%

When you’ve created your sync in Hightouch, you may configure it to run manually, on a set interval, or after your knowledge has up to date within the warehouse so you may deal with utilizing your knowledge in your MarTech stack.

Reporting and efficiency advertising and marketing with Supermetrics

With Hightouch making a steady movement of knowledge to your advert platforms, you’ll inevitably be pressured to hop forwards and backwards between instruments if you wish to actively monitor your campaigns and monitor your efficiency. For those who’re utilizing a number of advert platforms and advertising and marketing instruments, this’ll shortly change into a nightmare. It’s much more tough when you have a number of accounts related to every of your advert platforms. Analyzing easy metrics like clicks, impressions, value, CPC, CPI, CPM, ROAS, CTR, is sort of not possible, and that is precisely the place Supermetrics comes into play. 

Supermetrics integrates with over 90 completely different knowledge sources and makes it simple to combination and consolidate your whole advertising and marketing knowledge throughout your complete MarTech stack right into a centralized location, whether or not it’s a BI device, a spreadsheet, or an information warehouse or lake. With Supermetrics, you may refresh your knowledge manually or set an outlined set off to decide on the frequency your knowledge ought to replace, whether or not weekly, day by day, or hourly. 

You'll be able to monitor your advertising and marketing knowledge in a spreadsheet, construct an interactive efficiency advertising and marketing dashboard in your favourite BI device, and even use your advertising and marketing knowledge to construct extra correct knowledge fashions in your knowledge warehouse or lake. Always, Supermetrics ensures you see an correct and holistic view of all of your advertising and marketing knowledge so you may keep away from hopping forwards and backwards between advert platforms.

Wrap up

With third-party cookies slowly going extinct, you’ll ultimately be pressured to begin utilizing conversion APIs. You'll be able to both construct your individual integrations or use a completely managed platform like Hightouch to automate this course of for you. Both manner, you’ll must have visibility into your advertising and marketing campaigns, and Supermetrics can remedy that downside. Collectively, Hightouch and Supermetrics make your knowledge extra correct and actionable. For those who’d like to check out this workflow for your self, you may join free with Hightouch and benefit from a 14-day free trial with Supermetrics.

Within the meantime, try The Knowledge Engineers Information to third Get together API Integrations.

Concerning the creator

Luke Kline is a Product Evangelist at Hightouch, engaged on the advertising and marketing workforce. Beforehand Luke labored at Hashmap, an NTT Knowledge Firm specializing in analytics, knowledge engineering, and cloud migrations.

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