First-party data is the buzzword floating all about the ecommerce world—and for good reason.
As you probably know already, third-party cookies are soon to be no more. Add in the overhaul that iOS 14’s tracking opt-out and other intelligent tracking prevention brought about, and getting accurate metrics on attribution and customer behavior looks a whole lot different to marketers than ever before.
That’s where first-party data collection comes to the rescue to save your campaign reporting. First-party data is data you collect directly from a user, and it’s about to become the standard for data collection across the ecommerce landscape.
To help you learn more about first-party data—and start using it yourself—we have three helpful posts covering different first-party data solutions and how they fit into your marketing strategy.
10 reasons to switch to server-side tracking for ecommerce analytics
Server-side tracking is a method of collecting first-party data via a cloud-based server rather than by taking data directly from a website visitor’s browser (known as client-side tracking).
In addition to being a more secure way to process data, server-side tracking complies with new privacy regulations and is not disrupted by ad blockers.
There are numerous benefits server-side provides, and we’ve got 10 of them for you to check out in this blog post.
How to run dynamic Facebook ads with Facebook Conversions API
While there are plenty of promotion methods available to ecommerce store owners today, PPC and social ads still reign supreme as the top option.
From top DTC brands to small startup stores, ads are a great way to get your product in front of ideal buyers using personalized ads to convert leads into sales.
Of course, ad blockers and tracking prevention has changed the way brands can leverage this tool. To help you learn how to keep personalized ads that return on spend, we have a guide on how to create dynamic Facebook ads using Facebook’s Conversions API (CAPI).
How to build customer behavior reports in Google Analytics 4
Marketing methods aren’t the only things that need changing in our new first-party data world. Reporting on your marketing efforts requires the same overhaul—and we can show you how to do it with the newest version of Google Analytics (GA).
GA4 comes with tons of new custom reporting features and advanced capabilities previously only available to paid users. That includes the ability to use more custom dimensions to build detailed reports on customer behavior.
One of the more helpful reports we recommend using is behavior reports. They allow you to see what customers are doing once they make it to your store, and what they do when they’re at the checkout.
Plus, setting these reports up in GA4 only takes a few minutes, as you’ll see in our how-to video on creating shopping and checkout behavior reports.