What are third-party cookies?
Websites use cookies to remember a user’s actions and preferences, so they aren’t asked to perform a task again and again. As a result, they help provide a better, more personalized user experience. These cookies are used for:
Retargeting
Ad Serving
Personalization
Measurement
What are are the challenges with current usage of third-party cookies and pixel:
Third Party cookies globally have been deprecated across iOS devices and browsers such as Mozilla Firefox, Chrome, etc. This results in weak tracking as browser pixels are becoming obsolete, resulting in almost 45-65% loss in signals, especially in MENA region. If these users don’t get tracked, performance marketing campaigns wont bring the desired output. Following are the effects:
Attribution discrepancy in Snap Ads Manager
Loss in audience tracking or reach
Loss in Ads personalization
Decline in performance measurement metrics like Return on Ad Spends (ROAS) and Cost per Action (CPA)
What is the solution for the third-party cookie deprecation problem?
Moving away from browser pixel reliance is the only option to future proof the tracking. Snap’s Conversions API (CAPI) is a structured, privacy-centric interface that allows you to directly pass web/browser events to Snap via a Server-to-Server (S2S) integration. This helps our system to optimize your ad campaigns, improve your targeting and measure the conversions that resulted from your Snapchat campaigns.
Benefits of CAPI:
Privacy centric – choose what identifiers to be sent in a completely secure and encrypted manner
Stronger optimization – With CAPI, Snap algorithms get more data to work with which helps in campaign optimization and better CPA
Holistic retargeting – Create lookalikes, re-engage with your existing customers
Improved measurement – Unlock better value-for-money by optimizing digital campaigns
Why implement CAPI via Datahash?
Datahash is a premier global partner of Snap that specializes in CAPI implementations. Datahash has implemented CAPI for 300+ clients across the globe and industries which include global brands such as KFC, Nike, SSS, Toyota, Papa Johns, Hyundai, Saudi Tourism, Tommy Hilfiger, Domino’s, Huda Beauty, Under Armour, Rituals, Landmark Group, and more.
Datahash provides the following benefits for Snap CAPI implementation:
No IT support or coding required – integrate CAPI in less than 15mins over a screensharing call
Easy onboarding, plug-n-play implementation, completely scalable
Real-time flow of data to Snap Ads Platform
Secure, compliant and no data storage/retainment
All infrastructure updates and management taken care by Datahash
Best in-class Event Quality Scores (EQS determines the quality of CAPI setup)
Guided implementation over call and dedicated post-implementation maintenance and monitoring support
Complete post-integration QA by ensuring highest possible EQS scores
Extendable to multiple channels and brands in a couple of clicks
Completely sponsored implementation by Snapchat for 1 year