companies that sell things online are doing a lot of business every day. There is a big problem that is not being talked about. This problem is with the money that Enterprise Brands are spending on advertising.
For a time Enterprise Brands used something called third-party cookies to track what people were doing online. These cookies were used to figure out how people were getting to the website. Now these cookies are old and do not work anymore. The big web browsers are not using them. If your Enterprise Brand is still using the old way of tracking you are wasting money. You are paying too much for things that are not working.
The Reality of the Modern Consumer Journey
People do not buy things online in a straight line. When someone is watching a video and the person in the video talks about a product, the person watching does not always buy it right away.
Instead people do a lot of things before they buy something. They look at a lot of things and come back to the product many times before they actually buy it.
The First Contact: A user clicks on a link on a social app on their phone.
They then look at something else. This happens when they want to check something so they minimize the app to do some research.
The Thinking Stage: Next they open a browser on their computer to look at different products.
The Final Sale: The purchase is made hours later on a different computer or device.
If your system only looks at the last contact, the other ways you reached out to customers—the ones that got them really interested—don't get any credit.
Keeping Your Profits Safe
To keep costs of getting new customers healthy, big retailers must move away from tracking that relies on web browsers. Switching to tracking that happens between servers gives brands a complete picture of how customers use different devices, so they can spend their marketing money on things that actually make money.
- Tracking customer journey is key.
- Customer journey across devices must be clear.
- Brands must deploy marketing capital precisely.
- It yields revenue when brands track customer journey.
- They get clarity with server-to-server tracking.
"Third-party cookies are dead. Enterprise brands that continue relying on legacy attribution models are essentially flying blind, overpaying for traffic that never converts."
Ready to fix your attribution blindspots? Contact our enterprise team to learn how Starpire's server-to-server tracking infrastructure can help you stop overpaying and start scaling profitably.