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How to Run a Successful Remarketing Campaign Without Cookies
Third-party cookies have been a valuable part of any successful telemarketing campaign for years. Even though Google has announced they no longer have plans to phase out third-party cookies, they will be introducing a new solution. The solution is in the form of a one-time prompt that users can use to set their preferences. This will apply across all Google browsing experiences.
Now that users have the ability to decide if they want to accept, deny, or customise the cookies collected, it makes it harder for advertisers to gain valuable insights for their remarketing campaigns. With the rise of regulations surrounding privacy and security, more users re becoming concerned about how their data is collected and used. As a result, more users tend to decline cookies.
The step from a cookie-driven to cookieless remarketing should be done now. While it may appear daunting, it offers excellent opportunities, helping you engage with your audience in a privacy compliant manner.
Running a cookieless remarketing campaign can be done by following the below tips:
Even though third-party data is still around, it is slowly fading as users have the ability to decide whether to share their data with your site or not. As a result, first-party data should be prioritised, from your content management systems to your website and app data. First-party data is data that comes from your users interactions, purchasing history, and preferences.
When you use first-party data you comply with data privacy regulations, helping to boost trust and confidence within your audience.
A great way to use first-party data effectively is to implement server-side tracking. Many platforms support offline conversions that can be tracked using server Google Tag Manager, for example. This is because Google Tag Manager directly communicates with analytical platforms, Webhooks can be used to send data to the server, distributing the information about offline conversions for analytics.
Setting up server-side tracking, your web tracking is blocked, but you can send user data, as long as you have consent, to Google Tag Manager, gathering valuable insights for remarketing to your audience.
Remarketing without cookies relies on predictive modelling. Rather than tracking individual users, you analyse customer behaviour patterns, along with purchasing history and engagement patterns, predicting who is more likely to convert.
The main concern surrounding third-party cookies is data privacy and security. Data privacy regulations protect sensitive data from getting into the wrong hangs. Users are becoming more aware and concerned about how they are tracked online, which is why you should be transparent, compliant, and have consent when remarketing. Do you want to run a successful remarketing campaign without cookies? Contact Genie Crawl today for a free evaluation and quote.
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