Meta Ads: Why First-Party Cookies are What You Need for Success with Yiqi Wu, Aimerce (episode 241)
by Chloe ThomasYiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party cookies.

Listen now for free:
Dive in:
[04:57] One-year cookies enable continuous visitor tracking.
[07:21] First-party data capturing enhances ad performance.
[10:13] User tracking challenges due to cookie deprecation.
[12:58] Collect emails and click IDs for better ads.
[17:59] Tracking issues due to Shop Pay URL change.
[21:25] Policy limits purchase optimization, causing marketing issues.
[24:59] Insider Tips from Yiqi!
First-Party Cookies Are Game-Changing
Yiqi emphasizes the power of first-party cookies for brands investing in Meta Ads. First-party cookies enable businesses to track user behavior over extended periods, even when users return to a website weeks or months later. This extended tracking ensures that customer information remains tied to their journey. With richer data, brands can improve targeting precision and campaign effectiveness.
Technical Setup Can Make or Break Campaigns
A good technical foundation is critical. This includes proper integration of the conversions API, first-party cookies, and tracking systems. Common pitfalls like misconfigured tracking can lead to misattributed sales and underperforming campaigns. Issues like this can lead to wasted ad spend and incorrect data signals, hindering algorithm performance. Solving tracking challenges improves attribution accuracy. It also allows platforms like Meta to spend on the most effective campaigns.
Adapt to Emerging Policy Changes
Yiqi gives a proactive strategy for health and wellness brands facing new Meta policies restricting optimisation toward lower-funnel events. Future-proof campaigns by using custom events alongside standard events. This ensures businesses can pivot when policies take full effect. Staying ahead of policy changes minimizes disruption to ongoing campaigns. Using custom events allows for continued optimization, even when standard event tracking is restricted.
Listen to hear Yiqi’s Insider Tips on Meta Ads!
Interview links
Sponsored by…

Is Your Data Pixel Ready? Use Aimerce to improve your data quality and be your Marketing’s Secret Weapon.
Use first-party cookies to grow your email and advertising sales, by restoring 40% of retargeting audience you would have otherwise missed. Aimerce is the easiest way to automate first-party data monetization, in just 1 click.
Join top brands like Blueprint, Vivaia, Fanka, Bluejay Bike, Stündenglass, and Kiki De Montparnasse Visit aimerce.ai and sign up for a 30-day free trial.