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

随着数字广告领域的不断演进，广告主和品牌面临着前所未有的挑战。曾经作为数字广告中关键工具的 Cookies，如今面临生命周期缩短和使用限制的问题，这意味着广告的追踪和效果优化变得越来越不可靠。在这个充满变数的环境下，我们必须问自己，如何在没有适当工具的情况下，做出明智的营销决策？

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.

今天，我想和大家深入探讨跨境电商邮件营销(EDM) 中的一个常被忽视的问题：那些被遗漏的“幽灵”用户。在这个各种隐私政策不断变化的时代，如何准确捕捉并激活这些原本被遗漏的用户已经成为了一个至关重要的议题。

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.

转化路径指的是访问网站的用户为实现特定目标（例如购买商品、填写表格或订阅通讯等）所采取的一系列操作或步骤。

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.