Since the updates of IOS 14, you may worry about losing user data, which will affect your ADs targeting. Fortunately, OmniTrack can save you!
Protect Your Ad Budget with Data Driven Desicions
Due to IOS14+ privacy policy update and ad blockers, marketing platform’s algorithm like Facebook was missing data that is used to help optimize performance. Marketers also need acurate performance data to guide ads campaign changes.
You may be aware that the iOS 14 update strictly limits the use of cookies for tracking on Safari and Apple mobile devices. This means that the pixel itself will provide you with much less information about how iOS users interact with your business. If someone clicks into your website from Facebook, you may not know it because you may not receive events such as Checkout & Purchase, etc.
Why is the Server-Side Events important for your Facebook & Google Ads？
Besides the IOS14 and Safari issues, many browsers are installed with adblocker addons, which may also cause the Facebook and Google hard to handle cookie or pass ads tracking along with URL parameters. There are also cases that browser is under various privacy modes, it will be impossible to collect user data on the frontend.
The consequences is, you will see ads performance going down dramaticly.
1.You may lose iOS user data, along with adblockers, the ads performance reporting will not accurate. And accurate conversion data is one key for ads performance.
2.It will affect your Ads targeting effectiveness.
3.The size of your audience and retargeting audience will decrease, which slow down the learning curve of the ads automatic algorithems of the marketing platforms.
How to send high quality data back to Facebook and other marketing platforms?
Nowadays, it is common practice for ads platforms to adapt server side API, such as Facebook CAPI , Google Conversion API , TikTok conversion API . The benefits of such APIs are not easily affected by browser cookie issue. Conversion API is becoming increasingly important especially for smart ads such as Facebook.
Most of the time, the Server Side event tracking can dramatically improve ROAS. For example, Facebook shared a Facebook CAPI case study of PatPat, after implemented the Server Side event reporting through CAPI, PatPat reduced its customer acquisition cost by 34% and increased its orders by 11%.
How Omnitrack help with Server Side Tracking?
Although Shopify has it's official “Facebook Channel" can install pixel for you, but it's not enough. So there are 3rd apps like Omnitrack to meet merchants's customized needs. However, you will need some technology background to install Pixel and do the Server-Side tracking. Even if you have inhouse or outsourcing engineers help you, it is also very time consuming to install pixel in Shopify store, and because it need marketing knowledge of ads, lot of engineers implement it incorrectly.
Fortunately, OmniTrack can cope with this by Conversion API with Facebook Pixels, not just sending events to Facebook through the browser, it will improve the accuracy of Facebook tracking. It's just install and several clicks, no code are required.
Omnitrack is more than just another pixel app. With our first-party pixel tech solution, the attribution becomes more accurate, so you can make data-driven decisions like the good days before iOS 14.
Which Platforms does Omnitrack support？
We have a data source elebrately integrated with Shopify, you can search in Shopify app store with "Omnitrack". As to the destination marketing platforms, Omnitrack integrates with Facebook, Google Conversion Code, Tiktok ads, Snapchat and more. We also have a standalone GTM mode, so if you are familiar with GTM, you can use GTM to handle rest of the media.