I don’t know for you, but when I look back at 2020, I’ve got a very mixed feeling.
As usual, the digital marketing space has evolved at fast pace!. How would it not? Seeing face masks all over CNN, and top publishers led to, once again stricter rules for advertisers. Masks aside, more tracking restrictions have been introduced by Safari, Chrome, and Firefox. And that’s certainly not the end!
Advertising agencies have suffered, and later gained from the COVID-19 pandemic, but besides the billionaires who got really richer during the pandemic, it’s fair to say that we all went through a real roller-coaster!
The US elections drove the CPM to their highest levels due to unprecedented political ad budgets mixed up with the Holiday seasons.
And finally let’s not forget how the complexity of 2020 turned the Facebook Ad review system into some sort of a blind regulator. Often closing and re-opening Facebook Business accounts for no particular reasons or events.
As a platform, we could see these events happening in live. Whether massive traffic drops, or surges in conversion rates. When aggregating the data, even at our level we could see very clear trends.
Yet, the most interesting, and perhaps even enlightening thing we noticed relates to a key feature we released this year.
The ability to simultaneously sync your conversion data across all your pixels, and analytics, both client side, AND SERVER-SIDE.
In a nutshell, what we discovered is that agencies leveraging this feature, were able to overcome the traffic bumps, in a much smoother way than those using one or two pixels.
The complexity of this feature lies in the fact that you need to orchestrate both client side, and server side events.
In other terms, events happening on the browser, and conversions happening away from the browser. For example, your CRM, a payment solutions, or an affiliate program.
How did this feature help these smart marketers?
When your audience data is perfectly in sync across your different pixels, you have the ability leverage your audiences, in each ad networks. But that’s not all! Because the audience data is segmented according to each conversion goal, marketers can reach the customers, wherever he needs, and with the message that will push toward the right objective.
While losing your Facebook Business account is unfortunate (even if temporarily), having the ability to keep reaching your audiences on Taboola, Google Ads, Outbrain or Bing, gives you the agility to pivot, whenever you hit a bump on the road.
Recap of what we released in 2020:
Audience Data Orchestration
This is the feature we are the most proud of, as it really gives such a kick to your campaigns! It’s like feeding big brother with the most juicy intel, so it can help you grow.
In more traditional words:
A full orchestration of your conversion data across your pixels and analytics, so you can improve your campaign ROAS, discover new marketing opportunities, and make your data really work for you.
Not sure how data can work for you?
Here are some of our top articles that outlines the type of marketing flows you can run.
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