Making advertising decisions off of accurate data is just the start, but if the platforms aren’t optimizing off of the same data, what then? Performance is impacted. AdBeacon’s Tether revolutionizes marketing campaigns for Shopify clients, offering a highly effective solution designed to enhance Shopify event tracking and optimize ad campaign performance.
- Event Tracking: AdBeacon’s Tether captures key website actions (e.g., Purchase, Add to Cart, Initiate Checkout) using first-party tracking mechanisms, ensuring accurate and privacy-compliant data collection.
- Data Enrichment: Tether then integrates event data with additional insights from Shopify, such as order details, product categories, and customer demographics, providing a richer, and more accurate, dataset.
- Click-Based Attribution: Finally**,** Tether identifies the last Facebook click before each tracked event and associates it with the event. This granular attribution ensures that Meta receives actionable data tied to specific Facebook ads.
- AdBeacon’s Tether Data Transmission: Enriched event data, including the last Facebook click ID, is sent back to Meta using server-side APIs (e.g., Meta Conversions API). This enables Meta to optimize ad delivery algorithms with precise and comprehensive information.
Last-Click Attribution - Upgrade
Tether’s last-click-based attribution model ensures that the most recent Meta/Facebook ad interaction before a tracked event receives credit. This level of precision helps marketing teams evaluate the true impact of their campaigns and reallocate resources accordingly.
Example Customer Journey:
- A potential customer clicks on Facebook Ad #1.
- They later click on a Google ad
- Then they click on Facebook Ad #2.
- Then they click on a Google Search ad (organic).
- The customer completes an Add to Cart action.
In this scenario, AdBeacon’s Tether credits the Add to Cart event to Facebook Ad #2. The click-ID information is then securely transmitted to Meta, which is able to attribute the action to the relevant ad.