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Facebook Cookies are Crumbling: The Death of the Pixel

The Death of the Facebook Pixel

You may already be noticing it.

Apple’s war on cookies has been happening for the greater part of 2020. Introducing Intelligent Tracking Prevention (ITP) in their latest version of Safari, Apple’s browser now kills marketing cookies after only seven days.

What does this mean?

While some cookies do disappear once a user closes their browser window, most can last up to 12 months. If your website visitors are using Safari on their phone or desktop to browse the internet, the cookies you use to track said users for retargeting purposes will now only last for seven days.
This is a big deal for advertisers who rely on retargeting to bring customers back to their websites!

But it’s not just Apple. While they may have forged the way, all browsers (including Chrome) are now starting to implement privacy features that limit cookies.

screenshot of analytics trending downwardWhat is this going to look like for advertisers and marketers?

We understand that the intention behind these actions is good and in the best interest of users, but the impact of these actions are going to cause a lot of problems for advertisers – especially on Facebook.

  • Conversions will no longer be able to be attributed to ad clicks if they happen outside of the 7-day window.
  • Retargeting audiences will only last for seven days and then disappear.
  • Any exclusions for past Purchaser audiences will only last for seven days. After that, your ads will start showing to recent customers again.
  • All lookalike seed audiences are going to be tiny, meaning that the resulting lookalikes will be low quality at best.

Do you have a website?

Is your buyer’s journey longer than seven days?

Then this impacts you.

What now?

For the time being, the ITP impact only covers the latest versions of Firefox and Safari. This means that it’s only active in Safari 13 (desktop), which is macOS Catalina, Mojave, and High Sierra, and on any mobile devices where iOS 13 is installed.

But let’s be realistic, it’s only a matter of time before people update their devices and browsers.

While there are quite a few workarounds, none of them work long-term. The only durable solution we’ve found to save your Facebook cookie is to load it as a 1st-party cookie (server-side).

But how do you do that?

We’re seeing that CookieSaver can transform your cookies into 1st-party (server-side) cookies, meaning that they’re able to keep their maximum lifespan rather than just seven days. This means that you’ll protect your cookies!

It’s a simple set-it-and-forget-it solution with plans that start at $10.50 per month, and right now you can even get a free trial for 30 days.

Of course, as a client of Terrier Tenacity, you can rest easy knowing that we can set all of this up for you.

Want help with saving your cookies? Don’t hesitate to contact us at support@terriertenacity.com.

 

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