User privacy, iOS update, and cookies are topics that became really relevant in the online conversion tracking field. Nowadays marketers know that using the network's native tracking is not enough in order to optimize and scale the campaigns. Not like Facebook or Google, AnyTrack can support all those issues.
How does AnyTrack tracking via cookies work?
1. After clicking on an advertisement, Facebook set a cookie with its click ID parameter (
AnyTrack from its side does two things:
A. Set the client ID parameter in a first-party cookie - this parameter includes the
fbclid, Facebook pixel ID and Facebook cookie ID. We also store the Client ID in our server.
B. Send the Click ID, AnyTrack tracking parameter that includes the Client ID, to the platform ( advertiser, CRM, affiliate network).
2. When a conversion is generated - it will always be sent to our platform with the AnyTrack Client ID. As mentioned before, this Client ID is associated with the
fbclid Facebook pixel ID and Facebook cookie ID. Thanks to this data we can attribute the conversion back to Facebook via API.
Is AnyTrack affected by Cross-site tracking limitations?
"As part of Apple’s ITP 2.2 changes, 1st party (1p) cookies in Safari set by Control Tag will expire after 1 day. If you do not revisit a site within 1 day to keep your cookie refreshed, the cookie will expire and you will get a new identifier the next time you visit the site. This will negatively impact our ability to track users."
This quote addresses the problem of cross-site tracking- using cookies in order to track users between different domains. Facebook has this problem because its tracking method is based on Cross-site tracking, starting to track from Facebook platform to the client website.
In this case, if the user doesn't revisit the website within 24 hours, the FB cookie will be deleted.
AnyTrack is not affected by Cross-site tracking limitation
Since we store the data on our servers, this ITP block is not affecting our customers tracking. The Facebook cookie ID and Click ID might be deleted on the user’s browser but it exists on our server and on facebook’s servers for future matching.
So how does AnyTrack attribute the conversions in-house before sending the data forward?
AnyTrack tag is not added on the advertiser’s website so it is not identified as a cross-site tracking pixel, and therefore it does not have the limitations that cross-site tracking has, AnyTrack cookie does not remove from the user’s browser within 24 hours.