RTO Blog: Your Source for E-Commerce Marketing & Ad Tracking Knowledge

As the digital advertising landscape continues to evolve, advertisers and brands face unprecedented challenges. Cookies, once a key tool in digital advertising, now face problems with shortened life cycles and limited use, which means that advertising tracking and performance optimization are becoming increasingly unreliable. In this uncertain environment, we must ask ourselves, how can we make informed marketing decisions without the proper tools?

Greetings, dear readers! I'm Jordan Smith, delving into the intricacies of Electronic Direct Mail (EDM) marketing in the context of the evolving privacy landscape. Today's spotlight shines on Klaviyo, a leader in the EDM realm, and how Omnitrack PLUS amplifies its capabilities to ensure precision and compliance.

Hello! I'm Elton Wang from RTO.AI. Today, we're spotlighting one of the most crucial elements in Electronic Direct Mail (EDM) marketing: Precision. In the dynamic world of EDM marketing, data accuracy isn't just a luxury; it's a necessity. With Omnitrack PLUS, we're elevating this precision, ensuring that every email, whether through Omnisend, Klaviyo or any other platform, not only reaches its destination but also resonates with its recipient.

After several month under developer beta mode, Shopify officially released their new Web Pixel and Customer Events product to public on October 3rd 2022. This means Apps like Omnitrack can install, test, and feedback to Shopify as they improved and upgrade this new feature.

Conversion paths refer to the series of actions or steps that a website visitor takes to complete a specific goal, such as making a purchase, filling out a form, or subscribing to a newsletter.

In recent years, due to the increasing interest in online privacy protection, there has been a growing movement to restrict the use of "cookies" that store browsing history in web browsers. As a result, significant changes are undergoing in the data usage practices of advertising technology industry, such as the implementation of GDPR (General Data Protection Regulation) in the EU and restrictions on the use of third-party cookies in web browsers by IOS systems.

Before we jump right into Google Enhanced Conversions, I want to set a bit of context about why it is that I'm telling you the philosophy, but also how that came about.

It all started with a LinkedIn post where I read about zero-party data. At that time, I didn't know what's that, but we often talk about first-party data or third-party data, third-party cookies as well. We're going to figure out the difference between first, third, and zero-party data and gonna figure out if zero-party data is actually worth the hype around it.

I'll be doing a walk through of a live client ad account on Facebook, compare that with what we see through Google Analytics with their UTMs and also what we see through Shopify. So comparing all three platforms, see where it makes sense in the data and see where it doesn't.

Ad tracking is changing in a pretty major way, and it will impact how you reach your audience online. I'll tell you more about this in just a bit.