Powering Privacy-Centric Advertising in a Changing Landscape
Digital marketing and analytics teams today are faced with new challenges in the way they collect customer data. Today, about 30% of all browser traffic is third-party cookie dependent and that number is expected to increase to around 80% by 2024. This, along with changing consumer behaviors and an increased focus on privacy, results in businesses having less customer insight to meaningfully advertise to potential customers and measure the impact of those efforts.
What Does This Mean For Your Business?
The phasing out of third-party cookies is making conversion tracking increasingly important. Leveraging data directly from your server instead of relying on cookies, Meta Conversions API (CAPI) provides a more accurate and streamlined way to track conversions. The combination of Tealium’s Customer Data Management and Meta Marketing Solutions helps brands use omni-channel, consented first-party data to better target, measure, and optimize their campaigns.
The combination of Tealium’s Customer Data Hub and Meta Conversions API can help preserve advertising measurement by helping businesses leverage consented, first-party data from across their organization.
Key Benefits
- Improve full-funnel measurement: Create and activate omni-channel audiences using your first-party data from across your enterprise.
- Strengthen performance and privacy: Strengthen conversion tracking reliability through consented client-side and server-side data collection points.
- Unlock stronger optimization: Improve Return On Ad Spend (ROAS) through better attribution and improved reliability for optimized delivery.
What is Meta Conversions API?
The Meta Conversions API (CAPI) creates a direct connection between marketing data from an advertiser’s server and Meta’s platforms, enabling advertisers to measure the performance of their marketing campaigns.
This connector creates new ways for advertisers to improve the reliability of data sharing, leverage conversion data that a website tag might not capture, and ultimately help increase return on ad spend (ROAS) across the Meta advertising landscape.
Tealium and Meta Conversions APIs
In close partnership with Meta, Tealium has created multiple methods to implement Meta Conversions Tracking in their Customer Data Hub (CDH). Available in the Tag Marketplace within the Tealium iQ Tag Management platform, the Facebook Pixel can be easily implemented to capture online conversions.
Additionally, Tealium’s EventStream API Hub has been outfitted with Meta Conversions API to capture server-side data. Through these connectors, users can easily set it up with seamless integration between both their client-side and server-side instances.
