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Never Miss Another Conversion for Exponential Ecommercer GROWTH
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The Reasons behind it 🠗
The Reasons behind it
In the past few years, more and more people have been using adblockers to escape advertisements. Since advanced settings of AdBlocker can affect GTM, your tags will be affected too. People might not even know that when they enable the advanced setting of ad blockers, they might block, for example, the ability to contact support via chat on the site.
Advertisers Impact
There are two primary purposes of third-party cookies:
> Retarget users who visited your website.
> Target new users based on their interests.
Consumer Impact
| Positive | Negative |
| Enhanced privacy | Less personalized web experience |
| Reduced Data Misuse | Potential Paywalls |
| Regulatory Compliance | Need time to adapt to new technol |
Safari’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) are two browser updates that have made tracking user data more difficult for advertisers and marketers.
ITP in Safari was first introduced in 2017 with the release of Safari 11.0. The goal of ITP is to limit the ability of third-party cookies to track users across websites, thus improving user privacy. With ITP enabled, third-party cookies are deleted after 24 hours of inactivity or after 30 days, depending on the specific type of cookie.
In addition, ITP limits the ability of third-party cookies to access first-party cookies, making it more difficult to track users across websites.
Enhanced conversions is a feature that improves the accuracy of conversion tracking by supplementing existing conversion tags with hashed first-party customer data from websites.
Enhanced conversions help you see the actions a user takes after clicking on your ad. Think: filling out a form, signing up for a newsletter, or making a purchase.
Safari’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) are two browser updates that have made tracking user data more difficult for advertisers and marketers.
ITP in Safari was first introduced in 2017 with the release of Safari 11.0. The goal of ITP is to limit the ability of third-party cookies to track users across websites, thus improving user privacy. With ITP enabled, third-party cookies are deleted after 24 hours of inactivity or after 30 days, depending on the specific type of cookie.
In addition, ITP limits the ability of third-party cookies to access first-party cookies, making it more difficult to track users across websites.
Firefox’s Enhanced Tracking Protection (ETP) was first introduced in 2018 with the release of Firefox 63.0. ETP blocks third-party tracking cookies and other tracking technologies by default, improving user privacy. ETP in Firefox uses a list of known tracking domains to block tracking cookies and other tracking technologies.
In addition, ETP also blocks fingerprinting, which is a technique used to track users based on unique browser configurations.
Both ITP and ETP have been updated multiple times since their initial release, with each update further limiting the ability of third-party cookies and other tracking technologies to track users.
These updates have made it increasingly difficult for advertisers and marketers to track user data accurately, leading to a need for first-party data and the implementation of features like Google Ads enhanced conversions.
Before we dive into the strategies, let’s do a refresher on first, second, and third-party data:
- First-party data is the data you collect on your audience based on their behaviors directly on your website and/or app. While this data is most valuable with minimal privacy challenges, it can be hard to scale since it’s only coming from your efforts.
- Second-party data is basically someone else’s first-party data. You can feel good about accuracy and privacy since it’s coming from one source, but you do have to pay or partner up for it.
- Third-party data is a collection of multiple first-party data sources aggregated across websites and applications by independent researchers and companies, and is also purchased.
the way we used to target and market users is changing. The details about what is changing can be found in the links above, and the ultimate impact is a bit of a wait-and-see game, but one thing we do know is that we will lose targeting options and third-party data points we have been using for several years.