The digital marketing industry has faced a number of drastic changes in recent years. From the introduction of new regulations like CCPA and GDPR as a result of increased consumer data privacy concerns, to the death of the third party cookie and the microscope that digital marketing has faced in terms of collection policies of data, the industry has been challenged to continue its day-to-day business without its usual tools to succeed.
The digital marketing industry, like many others, has relied on measurement strategies to evaluate the performance of a brand or campaign. However, these strategies have often relied on first-party and third-party data collection. With new policies in place that make it difficult, and sometimes impossible, to collect the data needed for measurement purposes, the industry needs alternatives. Facebook has found its solution with robust signals or online browsing information from users that will not be affected by any technical modifications added by any player, such as tracking regulations.
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The challenges facing digital marketing
With new regulations and technical changes, the volume of data available that links an individual action to a purchase is less and less. Even more important than maintaining volumes, marketers today struggle to figure out what is measurable and what is not: Did this user not convert, or just can’t measure their conversion? The reliability, importance and stability of the measurement is key, in the short term to continue using comparable data and, in the long term, to avoid performing less and less relevant analysis and making suboptimal marketing decisions.
There are three main “cookie restrictions” that are decreasing the types of cookies and other trackers available. The first is the legal restriction in both the US and the EU. Regulations such as the GDPR, which is the latest European regulation on the collection of personal data enacted in 2016 and applied in 2018, aims to unify legislation across the EU and restores power to citizens regarding the use of their personal data. . The California Consumer Privacy Act (CCPA) gives consumers the right to know what personal information a company collects about them and how it is used and shared, the right to delete personal information collected from them, the right to choose for not receiving sale of your personal information and the right to non-discrimination for exercising your CCPA rights. These legal restrictions, among others, have been a great challenge for digital marketing.
The second restriction we see is technical. Third-party cookies are already being blocked by popular browsers, including Safari and Firefox, and Chrome is slowly on its way. First-party cookies have also been subject to strong limitations in Safari, and it’s not a huge leap to take on other browsers in the future. In addition, with its policy updates in iOS 14, Apple acts as a regulator and subjects the online monitoring to an explicit and impartial subscription. Related to this is the third constraint that digital advertisers face, which is a change in consumer behavior. Consumers are more aware than ever of their privacy online. They are taking back control of digital marketers and are using things like ad blockers to fight against online tracking.
The benefits of strong Facebook signals
The aforementioned challenges have forced digital marketers to be creative in the way they collect data and measure performance while adhering to consent regulations and user expectations. One of the solutions that has emerged is Facebook’s resilient signals, or signals that will not be affected by any technical modifications added by any player, such as follow-up regulations. Thanks to new tracking methods and taking advantage of its unique people graph, Facebook offers signals that will be key in the coming months to help maintain marketing efficiency.
Resilient Facebook signals offer three main benefits for digital marketers. The first benefit is keeping a significant volume of data online by addressing existing cookie limitations. Post-click measurement has been affected by first-party cookie restrictions in Safari. This can be solved by server-side tracking thanks to the Facebook Conversions API, which acts as a secure, advertiser-owned channel for consumer data between the websites and Facebook. Post-view measurement, affected by third-party cookie restrictions, can be resolved through the use of unique, pseudonymized personally identifiable information that is tracked with the Facebook Advanced Matching or Facebook conversion API.
The second benefit of Facebook’s resilient signals is that they offer new predictive signals by enriching online data with offline data to help marketers base analysis on KPIs closest to the actual lead generation. When relying on pseudonymised human data, such as offline conversions from Facebook, you will exceed the cookie limitations for those conversions. Resilient signals also offer an iOS 14 benefit specifically. When the user does not consent to tracking in Apple’s pop-up, Facebook offers a degraded but resilient measure to help digital marketers maintain some partial aggregated data for reporting and campaign optimization and for have Facebook consolidate data with “regular” consent data with modeling.
While Facebook’s resilient signals can offer a wide range of benefits for digital marketers, it’s critical that marketers know which resilient signals will benefit their campaigns the most.
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Knowing the right signals for you
There is no one-size-fits-all solution for resistant signs. To choose the resilient signals that are right for you, digital marketers must first examine your business goals and media strategy.
For one thing, businesses can have their online marketing geared towards branding and websites towards product discovery, with users only converting offline. In that case, it is key for them to keep measuring anonymous participation on the site with the server side (Facebook Conversion API) and reconcile online and offline (Facebook Conversion Offline or Facebook Conversion API)
On the other hand, companies that focus more on performance campaigns will generate identified on-site conversions (leads or purchases) and are interested in the quality and actual sales transformation of those online actions. They must trust people’s data collected online and relate it to Facebook using the conversion or advanced matching API, and enrich the quality information with offline statuses also with the conversions API.
Lastly, knowing your blind spots is critical to determining the right resilient signals for digital marketers. For example, if marketers have high-end users browsing Apple devices and are underweight on a brand site and app tracking due to first-party cookies and iOS 14 restrictions, then it is key to address their measurement correctly with Facebook and Facebook conversion API. measures for iOS 14. If marketers know that historically they had many post-view conversions, which are now shrinking rapidly due to third-party cookie restrictions, they should consider adding a tracking based on pseudonymised personal information available on the site or the application with Advanced Matching.
Digital marketers have faced a number of challenges in recent years when it comes to collecting third-party and proprietary data, and it doesn’t look like they’re going to improve anytime soon. With the challenges, marketers must now seek alternatives that allow them to collect the data necessary to evaluate campaign performance while protecting consumers’ online privacy. While Facebook’s resilient signals could now answer all the questions and issues related to data collection, they will certainly help.