Problems and Challenges
Brands have encountered incomplete data collection when running Facebook ads due to iOS privacy policies and browser blocking of third-party cookies.
The Facebook Ads Manager relies on the browser to receive website events in order to understand consumer behavior, but the blocking of third-party cookies means that actions taken on the website after clicking on an ad cannot be tracked. Many e-commerce businesses are not aware of this issue, as they do not receive notifications if website events are incorrectly collected. However, these missing data points can quietly impact the effectiveness of your ads.
Q: Why do e-commerce websites need to collect complete data? Why is event data so important?
A: Incomplete website event data can cause advertisers to have biased ad insights and execute incorrect ad strategies. For example, if a difference of 50 events is found, it can add up to a significant amount of data over time. One common mistake made by marketers is to close poorly performing ads without confirming event integration, which can result in increased ad conversion costs, and the brand may have no idea about the consumer's behavior. plan their marketing strategies accurately and target their older customers with customized re-marketing campaigns. According to Tagtoo's experience, the conversion rate of remarketing audiences is often higher than that of new customers.
→Therefore, maintaining a stable collection of accurate advertising performance data is a critical and necessary task for advertisers.
Solution
Tagtoo's Server-To-Server solution is designed to help advertisers solve the problem of incomplete Facebook ad event tracking. By using server-to-server integration, the website can directly send the "events" received by the server to Facebook's server, thus effectively avoiding the loss of website events due to some users using browsers that block third-party cookies.
→Using a server to receive data can effectively help advertisers increase the number of events received by the ad backend, making the ad data more accurate.
Achievements
Since collaborating with us and integrating Server-To-Server with their website, the Taiwanese parent-child clothing e-commerce business has seen a significant increase in server events received compared to browser events. Through monitoring the web server events received from the Facebook Ads Manager, we have observed that the number of events received by the server is approximately 11% higher than that received by the browser per day. In other words, based on the backend event data of this client, integrating Server-To-Server has resulted in an additional 200 events received per day on average, and accumulated at least thousands of additional event data in a month!
Lastly, we would like to remind brand advertisers who have not yet integrated Server-To-Server to act quickly to avoid data issues becoming a stumbling block on their advertising journey.
👉 Please feel free to fill out the form and contact us for integration: Contact Us (tagtoo.com)