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Businesses using a CDP can benefit from automated customer identification on their website. This means that your website traffic will become more insightful and turned into enriched ‘360-profiles’. These profiles store behavioural patterns along with identifiers that are unique to a customer, for example an email- or IP-address, phone number or other unique identifiers. When you send a signal about a user interaction to Meta, user identifiers become important. Without an identifier,the interaction can’t be matched with a user on Facebook or Instagram causingyour signals to become less valuable and harder for you to deliver richer experiences through your digital campaigns. Using only the Meta pixel,advertisers are not able to include identifiers for every interaction. This is why Meta introduced Conversions API as a resilient, privacy-first method to send identified signals directly over a server to server connection.
Introducing Meta Pro by Squeezely
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Integrating lead ads into your 360-degree profiles
Data sharing between your CDP and Meta works both ways too. Meta Pro includes an integration with Lead ads and will create a 360 customer profile each time a new lead is generated by your campaign. This profile will then be enriched with behavioural information when that lead visits your website. What pages did they visit? What products are they interested in? Each interaction also creates an opportunity to follow up with a relevant 1-to-1 message. Send them an email, direct message, or just put an automated alert into your sales team’s CRM to follow up a lead. Streamlining these automated processes will put your business on the front foot.
Conversions API
Our Meta Pro app includes resilient server side data transfer to via conversions API. As every interaction is matched to an identified profile in Squeezely CDP, Meta Pro will send all your signals to Conversions API with several identifiers attached. This creates higher quality signals that improve your EMQ score. As a result you will find a lower cost per action for your campaigns and we will help you meet Meta’s recommended EMQ score of 6.0 or higher.
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Squeezely’s Meta Pro app aims to improve your EMQ score to meet Meta’s recommended standards.
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