TUNE has lengthy promoted cookieless monitoring. Even earlier than cookies had been frowned upon as a storage technique by most browsers, we noticed the problems with their longevity and its affect on monitoring accuracy for pixel based mostly gives (also called client-side monitoring gives). Even again then, customers had been clearing their browser’s cookies and cache often, utilizing incognito home windows, and even switching browsers. We used to say, by help tickets and different media, that we might by no means assure the accuracy of pixel gives since they relied on cookies, which had been completely depending on the consumer’s habits.
Acknowledging that the cookie was now not the gold customary of session monitoring, TUNE coined the time period “postback” and promoted postback monitoring (also called server facet monitoring). Postback monitoring remains to be essentially the most correct approach to observe consumer classes as a result of the session identifier is related to the consumer’s session on the advertiser’s internet property. It may well help cross-device monitoring (if the advertiser does), keep dormant for years between actions, and nonetheless be 100% correct.
Nevertheless, the postback has one main flaw. It’s HARD to arrange. To help server facet monitoring to the accuracy described above, the Advertiser should construct a monitoring integration that traverses their total stack:
The session identifier worth should be captured by the touchdown pageThe worth should be saved till the consumer is recognized (native session storage)The worth should then be handed by the info layerThe worth should have a column within the consumer retailer (or its personal desk)The info layer should additionally help recalling this valueAll transactions should lookup this informationAll transactions should set off a webhook or callback urlAll of those triggered occasions should be logged
The method is kind of laborious and never natively supported by most ecommerce platforms. All through my time at TUNE, I’ve coached tons of of consumers by this course of and it’s all the time time consuming and laborious.
In case you are an Advertiser and are fascinated about studying extra about Cookieless Monitoring, please contact Gross sales at TUNE.
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Because the Director of Innovation at TUNE, Alex performs a wide range of roles: group supervisor, product supervisor, and future-thinking agitator. He spends most of his time studying and turning his learnings into confluence paperwork. He’s a recovering entrepreneur, and occasional Canadian. Alex holds a Laptop Science diploma from the College of British Columbia.