Server Side Tagging

  Have you noticed how your search behavior influences the ads you see? It is due to cookies that collect the search data and feed it to ad vendors. However, there are some different types of cookies available to implement on a website, and the most commonly used are third and first-party cookies .   Privacy concerns surrounding third-party. The proliferation of privacy compliance has impacted the ability of companies to use third-party cookies in their digital advertising efforts. This is one of the primary reasons companies are starting to phase them out. But, despite the increased scrutiny surrounding cookies, this technology is still valuable for marketers. First of all, cookies are generally safe unless you agree to receive them. Cookies don't violate the law if you consent, so long as you're not trying to track someone without their permission. Modern websites implement a zero-cookie-load policy to avoid tracking without user consent. However, experts believe th...

Google Ads conversion tracking can help you track ads and analyze the source of sales for your online store. If you are using server-side attribution or Shopify’s Google channel, make sure you do not duplicate conversion tracking for your store. The channel will automatically add conversion tracking events to your Google Ads accounts. Another way to do this is by tracking through edits to the theme code or through a third-party app. However, this may lead to duplicated conversion tracking events. Duplicated conversion tracking can cause issues in reporting and ad optimization. You can easily eliminate duplicated conversion tracking events from your Google Ads account when you set up custom tracking.  To set up Google Ads conversion tracking, you need to create a conversion action, then install the tag, and finally add the event snippet. Also, if you are tracking purchases, you will need to edit the event snippet and adjust the value of the conversion based on the purchase amount. H...

When the GDPR or General Data Protection Regulation came into regulation back in 2018, there were several questions on the minds of businesses collecting, processing, and selling user data and the ad vendors the said data was being sold to. Most of those questions were centered around GDPR compliance . The GDPR is a set of guidelines to which businesses must adhere or risk being punished. It does not mean that businesses are barred from collecting and utilizing data. Instead, it asks companies to justify the necessity of information gathered, usage, processing, and sharing it with vendors of the third party. EU’s data privacy law provides users with more options with the ability to opt-in or out of collecting data. Businesses are now required to offer the option to users to erase their personal information. In turn, because of the strict and robust privacycompliance requirements of the GDPR, it has inspired a number of similar privacy laws across different states and countries, in...

Have you ever wondered by it is important to understand the different types of data? Well, it is the key driver of successful marketing. Depending on your current situation and your goals as a marketer, you will need to analyze what data is needed. So, let’s dig into what each type of data is and how it can benefit you. What is 1st Party Data? First-party data includes all the information you collect from your audiences or customers. This includes: ●    Customer behaviors, actions, or interests demonstrated across your application or website ●    Data stored in your CRM ●    Subscription data ●    Social data  This can also include non-online information such as customer feedback, completed surveys, and other customer information. As first-party data comes directly from the audience, it is the most valuable source of information. The best thing is that it is free of cost. You can also invest in a data management platform for first-party data ...

 Before starting this blog, we would like you to answer two questions. ●    Do you need a customer data platform (CDP) for gathering first-party data? ●    The second thing- does a CDP need first-party data to build a unified customer view? Well, the answer is yes- for both questions. Creating a unified customer identity is dependent on the consistency and quality of first-party data. While tags have done a fairly good job in collecting first-party data for CDPs, things have been tricky off-late with browser restrictions.  Strict privacy compliance, lack of paid media attributions, and inconsistency due to siloed data have led to many issues for marketers and data analysts. Fortunately, server-side tagging has provided data analysts with many legal and ethical techniques. They can generate first-party data and build a unified customer identity using them.  Challenges of Using First-party Data for Customer Identity While there are several methods for th...