Unbrokn.
A tracking approach that unleashes the power of server-side tracking, first party identifiers (FPID) & ‘known user’ history lookups to supercharge your analytics and marketing pixels.
You’re losing signals & ad performance. Don’t.
The industry is moving in the right direction to take away all the sneaky ways in which AdTech used to track data.
Browsers are implementing more safeguards to improve user privacy. 3rd party cookies are going away for good.
But that does not mean your business should lose data, conversion signals and advertising performance where you don’t need to.
A tuned tracking approach for any online business that spends on advertising.
Unbrokn brings insanely powerful data platforms together, configured to work in ways that improve real monetary outcomes.
Advanced concepts such as Sever-side tracking, first party identifiers (FPIDs), 1st party data lookups become a reality for you.
And, it’s all done for you.
Perpetual Positive ROI.
Any costs you incur on implementing Unbrokn are usually recovered within just a few days through improved advertising outcomes. (or depending upon your ad spends, sometimes even within a few hours)
And those benefits will then continue in perpetuity, as compared to the time where you didn’t have it.
SOUNDS GOOD TILL NOW?
It really is a no brainer.
Get More Data.
You could be losing anywhere between 5-25% of your data due to Ad blockers.
By loading your tracking container in a first party context, and by sending data to your analytics and marketing pixels server side, you can track a lot more data.
That’s improved visibility for you, and increased learning signals for your ad platforms.
Lower your CPAs.
Your marketing pixels receive far richer data with explicit first party customer information being supplied for as many pixel events as possible.
This means better re-marketing audiences, better conversion tracking, faster learning periods and lower cost per conversion.
How do we do it? By leveraging first party identifiers (FPID) along with NoSQL document lookups, we can link far more unidentified visits to previously captured customer information.
Improve User Continuity.
With server side FPIDs in play, your analytics can remember your users far longer, and be far more resilient from breakages due to browser cookie expirations.
Which means, you can better see the journey of your users across multiple sessions, know the true volume of your returning users, and reduce bloat in your ‘direct’ traffic counts.
Improve Attribution.
Better user continuity, combined with the ability to link unidentified visitors to your first party data – means better attribution. Not only in your analytics platform, but also in your Advertising platforms.
And, of course, better attribution intelligence means better decisions.
Let’s understand this better.
Is Unbrokn a SaaS Platform?
No, Unbrokn is what we call the approach. Think of it as a recipe that brings some powerful platforms together, configured to work in ways that improve your real monetary outcomes.
What is the Unbrokn approach based on?
The Unbroken approach puts into practice 3 core concepts : 1. Server-side tracking 2. Usage of first party identifiers (FPIDs) instead of standard JS based cookies, and 3. Enrichment of analytics and marketing pixels through first party user data found through FPID history lookups.
The foundation of this solution is based on sever side Google Tag Manager (sGTM) and a few components from the Google Cloud Platform (GCP)
Which analytics and marketing platforms will be setup?
As part a part of the core setup, the following destinations are implemented – Google Analytics, Facebook Ads, Google Ads. These are the ones which have mature server side APIs and are pushing advertisers to have server side connections.
For any additional setups, this can be discussed and implemented as a custom scope.
Does the Unbrokn approach allow me to track 100% of my data?
No! This approach does not intend to circumvent user privacy initiatives or any of your existing consent setups. Respecting user privacy is paramount.
Unbrokn just makes your existing tracking setups far smarter, by capturing all avoidable data losses, persisting user sessions better, and enriching marketing pixel events with your existing 1st party data as much as possible.
We have so much more tracking happening in our existing GTM. Will our existing GTM tracking be replaced?
No, your existing GTM tracking is still a very important piece of the solution. But we will change the way it is loaded in a first party context, how it communicates with relevant analytics and marketing endpoints via a server side GTM container.
Will the new server GTM container be created in our own GTM account?
Yes. Absolutely. The GTM account itself will not be owned by us, but by you.
Will we own our Google Cloud Platform (GCP) project?
Yes. Absolutely. You will own the project, the data contained within it, and the billing for that.
I have more questions. Can I have an initial consultation?
Yes, absolutely. I understand that you’d like to understand a bit more about this before you seriously consider it. Therefore I offer a 30 minute no-obligation consultation to discuss any questions, concerns, challenges about this topic.
Contact me here ! Free Consultation.
I also understand, that larger organisations need to jump a few hoops and run some checks and balances before things are signed off.
I am also happy to jump into any number of additional meetings with your IT, security, marketing etc. teams, but those will be chargeable at NZ$200 per hour. Similarly, after sign-off, if additional meetings are needed from your side, those will be chargeable as well.