Meta Ads: Using Server-Side Tracking to Boost Conversions and Increase ROI with Edward Upton (episode 243)
by Chloe ThomasEdward Upton is the CEO & Founder at Littledata, where they’re on a mission to make it ridiculously easy for DTC brands to connect marketing channels with customer data to accelerate growth.
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Dive in:
[05:33] Meta’s conversions API explained.
[07:01] Optimising eCommerce ad tracking.
[11:55] Shopify app setup and pricing.
[15:07] Optimising Shopify for Meta matching.
[15:57] Maximise marketing: new vs. returning customers.
[20:28] The importance of AI-powered ad automation.
[22:02] Insider Tips from Edward!
[27:40] Book a demo with Littledata
The Importance of Accurate Data for Meta Ads Success
Accurate data is key to Meta Ads success. Server-side tracking improves accuracy by sending rich customer information to Meta. This helps Meta match customers and allocate ad spend wisely. Inaccurate data, like underreporting or duplicates, confuses algorithms and leads to bad decisions and lower returns. Track purchases and customer interactions well to target ads better and make your campaigns more efficient.
Using Server-Side Tracking for Enhanced Performance
Server-side tracking doesn’t replace the Facebook Pixel. It works with it. The Pixel tracks on the browser, while server-side tracking adds reliability by sending data directly from the server. This reduces the impact of cookie restrictions and lost data. Using both ensures platforms like Meta get a complete picture of purchases and customer interactions. Server-side tracking also unlocks advanced features. Invest in it for better insights and ad performance without extra hassle.
The Future of AI-Driven Advertising Relies on Robust Data Feeds
AI now drives many Meta ad campaigns. To succeed, these AI tools need high-quality data. Server-side tracking provides this by ensuring complete, timely, and usable data. Without it, AI can’t work at its best. Feed your AI with strong data to maximize its power and stay ahead of the competition.
Listen to hear Edward’s Insider Tips on Meta Ads!
Interview links
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