In a time when third-party cookies are phased out by major browsers like safari, firefox, and google (planning to phase out by 2022). The ROAS among eCommerce stores is visibly getting lesser due to the limitations of pixel tracking.
While reading this content, just compare your own ROAS to your previous quarters. I’m sure there’ll be a dip in the current quarter’s ROAS. and the dip is not gonna end anywhere soon.
The solution to these problems lies in the proper utilization of e-commerce stores first-party data
First-party data can be differentiated into
👉 Anonymous visitors
👉 Known visitors (Customers/ Subscribers)
Who are anonymous visitors?
98% of the audience who visits your website won’t give you any data, i.e name, email address, etc. and this audience group is called anonymous visitors
Why anonymous visitor data is important for an ecommerce business?
The amount of effort put in by ecommerce stores to bring in this 98 % traffic goes vain, as most of them fail to convert them as customers. Even 2-3% of conversions from the anonymous visitor group can up the store’s revenue game by more than 2x times.
The following steps show how an ecommerce business can properly utilize its anonymous visitor traffic and convert them into customers
Here’s how as a business you can properly utilize your first-party data and maximize your ROAS using CustomerLabs No-Code CDP
Collect anonymous visitor data
Many eCommerce businesses would simply collect anonymous data from their store via cookies and won’t make proper use of it.
CDP lets you collect anonymous visitor data and build a 360-degree profile for them based on the following parameters Browser ID, Click ID, IP Address, User-Agent, Facebook id, Google id, etc.
Instead of sharing a bland profile of anonymous visitors collected via cookies from your e-commerce store to the ad platform. sharing this detailed profile of anonymous visitors collected by CDP with ad platforms helps increases the chances of ad platforms(Google, Facebook) match with the right persona.