Replacing Cookies in Online Advertising with API Conversion Tracking

21 Pages Posted: 21 Nov 2022

See all articles by Petr Weinlich

Petr Weinlich

Technical University of Liberec (TUL)

Tereza Semerádová

Technical University of Liberec

Michal Dostál

Technical University of Liberec

Date Written: November 11, 2022

Abstract

The support of third-party cookies is coming to an end. Internet companies like Apple and Google have already started implementing new mechanisms for the cookieless online future. While these efforts, supported by new legislative restrictions, give more control to online users over their data, they significantly impact current targeting and performance monitoring techniques in online advertising. Advertising systems are introducing new tracking tools to compensate for the data loss caused by cookie consent banners. This article focuses on the Meta conversions API tracking introduced as a follow-up to the cookie-based Facebook pixel. We test the effectiveness of the Meta conversions API by comparing three advertising data sets collected under three different cookie tracking regimes: opt-out, op-in, and Meta conversions API. The advertising effectiveness of the 450 ads is evaluated regarding the individual stages of the customer journey: engagement, traffic building, and sales.

Keywords: Conversion Tracking, Advertising Pixel, Conversion Events, Advertising Effectiveness

JEL Classification: M3

Suggested Citation

Weinlich, Petr and Semerádová, Tereza and Dostál, Michal, Replacing Cookies in Online Advertising with API Conversion Tracking (November 11, 2022). Available at SSRN: https://ssrn.com/abstract=4275103 or http://dx.doi.org/10.2139/ssrn.4275103

Petr Weinlich

Technical University of Liberec (TUL) ( email )

Tereza Semerádová (Contact Author)

Technical University of Liberec ( email )

Liberec
Czech Republic

Michal Dostál

Technical University of Liberec ( email )

Liberec
Czech Republic

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