Adopt new measurement strategies

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Meta and LinkedIn CAPI and Google Enhanced Conversions are designed to help advertisers better understand conversions without click ID.

Advertisers can send conversion events from their servers back to the platforms, which can confirm that customers interacted with the ads before the event itself. These can be web conversions, offline events tracked in CRM, and the like.

These features are becoming standard quite botim data quickly, but they only work if privacy is respected.

Before setting them up, please note that:

You will need to work a little on advanced conversions and CAPI.
Field mapping is required to properly capture and store data.
A mistake that often occurs is preparing these functions too slowly, but also hasty setup regardless of errors and low compliance rates.

Meta reports an event match quality score based on the quality of customer information, from 0 to 10. If you have a score of 8 to 10, it's fine, from 7 and below it's a bad result that requires action.

In the case of Google, you can see the percentage of events with sufficient user data to detect any performance fluctuations.