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Mainly because there is such a huge amount of users on these social media platforms, so there's huge potential scale!
✏️ Apple's iOS (iPhone Operating System) updates have allowed users to opt-out of 'third-party tracking'
✏️ This means when a person visits a website, a third-party tool such as Meta's ad platform (in the form of a 'Pixel') is unable to track what they do
✏️ This affects Meta's understanding of users' behaviour, meaning they can't accurately target future potential visitors as well as they could
✏️ Data-sharing rules also are limiting Meta's ability to share what they know about users with YOU - making it hard for you to define a target audience
All of this negatively affects Meta's reporting, ad performance and it ultimately increases cost.
Unfortunately it's a case of "we're working on it", with only a hint of a date being the end of this year!
The recommendation is "leave it to us". Advising to just target everybody, throw a load of ad spend at the wall and hope some of it sticks! In our experience this is not working. We need a better solution.
Hello, RedTrack!
We now implement RedTrack’s advanced attribution into our own and our clients' websites to provide deep data, accurate reporting, and performance analysis. "What does this all mean" you ask?
📊 We can see - clearer than ever - where users come from and what they do on our websites.
📊 This can be used to better target the right users with efficient ad spend
📊 It provides much better 'retargeting' ie. showing another ad (like an offer) to site visitors who didn't purchase/convert
📊 This data is 'first-party' - so safe for users and owned only by you - not third-parties
It's worth investing in advanced tracking tools such as RedTrack (there are plenty of others available too, although we advise to compare like we did to select the best).
Or as we've mentioned in a previous article, at least make sure you're looking at all your data sources such as Google Analytics and your own site reportsto properly evaluate ad performance.
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