We have introduced Intelligent Tracking Prevention in one of our earlier articles. Continuing on that, we are addressing how one can extend cookie duration in Safari.
Cookies help with marketing decisions
Cookies tell your analytics about every single sale that happens from a specific campaign. Tracking granular sales aids you as a marketer or decision-maker to decide where to spend the money. It informs you about the return on ad spend (RoAS) and the right cost per sale (CPS/ CPA) or cost per lead (CPL).
Cookies have also been critical in tracking user data and behavior patterns. When the cookie’s ability to gather persistent data is lost, then the duration of your attribution also reduces.
If they don’t last long enough, you can’t recognize new customers from existing ones or prospects – so no personalization can be done.
The Eroding Cookie landscape
The immediate problem is browser updates, but the bigger problem is erosion of the cookie landscape, altogether.
Safari ITP has brought a date of expiry to cookies. This means cookies by third parties expire after one day. One of the major concerns with ITP has been loss of time to store data coming from the browser. With this, any sale happening after one day will not be attributed to the right campaign. In fact any user interaction or footprint that marketers are tracking will be useless after one day. It starts showing less revenue generated by your marketing campaign.
With the eroding Cookie landscape, anything that we do now will come with a timeline. The future is cookie-less.
What marketers need is to be able to supplement your existing cookie data as and when the cookie life erodes. Despite the vulnerable and dynamic regulatory environment, you will be assured to supplement the existing cookies.
Increasing Cookie Duration to accommodate your attribution window
The magic wand is to go legal with the user’s consent. This might sound obvious but here is what we can help you with. Magic Pixel provides additional tools such as Revive to help extend the cookie duration beyond 7 days.
If your attribution window is for 30 days, you can extend the cookie duration to 30 days.
Again, it isn’t any cookie. As a marketer, you get to control and choose which cookies should be extended in first party mode and for how many days should those cookies be extended for. And these cookies could be for Google ads, FB ad cookies or Adobe Analytics. Apart from individual customizations, a group of cookies could also be chosen for extension which will allow you to just focus on that group.
With the increased cookie duration, you also get to increase your attribution window. It adds more time for you to attribute money spent on the right affiliate, media partner or any other source.
Magic Pixel changes the paradigm of how the paid media marketing needs to be managed.
Magic Pixel provides you an opportunity to use a hybrid model between client-side tagging and server-side tagging. We allow tag managers to factor in a pilot mode which encourages experimentation of tags. The platform ensures you to have a close watch on server-side tags and also lets you transition from client tags to server tags over a spread timeline.
Cookies are small pieces of data that is stored on the browsers by the website or mobile app that uses a browser. A website has to store its own cookies on each browser such as Google Chrome, Firefox, Safari, and so on.