By moving the monitoring process from the client browser to the server, Rajat collected better data which led to actionable insights and higher ROAS.
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Summary
- TL;DR
- What is the quick marketing tactic?
- What was the result?
- Why does it work?
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TL;DR
- The company: Elvery’s Sports.
- The target: Overcome browser tracking restrictions and collect more accurate data.
- The tactic: Move the monitoring process from the client browser to the server.
- The result: Better data leading to actionable insights and more ROAS.
What is the quick marketing tactic?
Elverys was struggling to gather useful data on the performance and effectiveness of its ads. This was leading to poor return on ad spend as they were unable to use that data to produce insights and therefore improve Facebook ads.
Using Facebook’s conversion API they were able to implement a tactic whereby the source of data tracking was moved from the customer’s browser to the server itself.
This tactic is known as server-side tagging.
What was the result?
Before using server-side tagging, Safari ITP and browser blockers prevented them from seeing much of the analytics they needed. Now, however, they could access that information directly.
This meant they could optimize their ads based on the increased accuracy of their data.
On the user side, this also meant that fewer scripts were executed on the client’s browser when viewing the ad, thus helping the ad load faster and run smoother overall.
Server-side encryption is also fully compliant with data protection laws, so users can rest assured that their information is still well protected.
As a combined result of all these benefits, Elverys saw a dramatic increase in ROAS, which increased by 52% in GA4. There has also been a big improvement in their Meta interface by 245% and they have been able to constantly improve their ads and better target them to relevant customers.
Why does it work?
To understand why this works, you need to understand the problem that comes with browser tools, add-ons, and privacy settings that prevent companies from tracking how people online interact with their ads.
Without accurate data like this, companies aren’t informed enough to make effective optimization and targeting decisions for their ads, resulting in significant wasted ad spend.
This works because it creates a much more reliable connection between ads hosted on sites like Facebook and the marketing teams behind those ads. It follows that with more accurate customer data, marketing teams will be able to spend money much more efficiently and get the most out of those ads.
Learn how to leverage the power of Facebook’s Conversions API to track user behavior and conversions with our advanced Facebook Ads course.
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