When it comes to the world of technology things are always evolving and changing. One of the most attractive parts of this world is also what makes it an exciting challenge, and that’s the progression. As technology advances, it oftentimes means more freedom, exposure, and the ability to grow and adapt to new situations. However, it can also mean that there are certain changes that happen as a result that require new solutions.
One change that has happened in the digital world over the last few years has been a change in security and data protection. Due to various events, data has become harder to collect, and easier to protect. This is mostly due to the fact that web browsers are being developed with better ways of blocking things like web pixels and cookies. Web browser security is a very important thing for people to understand and utilize as it can protect an individual from a plethora of dangerous activities. However, as security has become more accessible and more efficient, it also means that companies have a harder time assessing and collecting important information.
While these new changes for better, more effective web browser security have all been good, the challenges they have brought to data collection are significant. The good news is that the challenge of collecting data has a solution. For many companies, utilizing conversion APIs is what that solution looks like. This unique way of collecting server-side data is a powerful tool that can really push a company forward in unique and meaningful ways.
If you have been wondering what a conversion API is and why it’s so popular, here is a basic overview!
What Kind of Data Do You Need?
In the digital world, data quite simply is king. While there have been a lot of headlines in the news about data breaches and infringements of privacy that have led to a necessary tightening of security, data is still a good thing. In fact, the more data on a customer that you can collect as a company, the better you can improve your systems to impact and further their customer experience. In a lot of ways, when appropriate data is collected adequately, everyone wins.
Capturing data in the past through something like the Facebook Pixel, allowed 17 events to be tracked and collected. These events included payment information, add-to cart, location services, subscription activity, histories, and much more. This kind of information was captured through a client-side method using a web pixel that sent the information via a third party.
This kind of information is all relevant to help companies understand their clients and build out robust customer profiles. The point of this data is to improve customer experiences in meaningful and powerful ways.
With web browsers becoming more and more efficient in their security, however, these third–party methods of capturing data have become problematic. The main advantage of capturing data this way came down to convenience. A web pixel, or cookie, became something that most platform providers offered. This piece of code that could be embedded in the front-end code base represented an easy way of tracking valuable data.
Conversion APIs
This is where conversion APIs have come in as a solution to the new forms of security and restrictions found in web browsers. This form of capturing data operates from the side of the server and doesn’t rely on third-party cookies or web pixels. A conversion API is very similar to something like a web pixel, however, it has a more efficient method of capturing data because it operates on the server side of the equation and doesn’t operate on the front-end code of a website.
This allows it to collect data in a powerful way that is just as thorough as a cookie or web pixel but can still operate despite add-blocker or any kind of web browser-based security. This allows for a more unencumbered and reliable experience that tracks your user data in powerful and accurate ways that are meaningful for enriching your data warehouse.
Conversion APIs and Reverse ETL
Data has always been a company’s greatest asset, and yet constantly poses a challenge. Collecting the data, and making it available and accessible, all comes down to how you treat and store and use your data. These processes take the right kinds of tools and skills to execute. Pairing conversion APIs with reverse ETL is a powerful way of not only capturing important information and sending it to your data warehouse but then accessing and utilizing it across your company.
Conclusion
The conversion API is a great tool for helping businesses continue to collect meaningful data that can drive their user experiences forward. Pairing this kind of tool with reverse ETL not only allows you to accurately track your customer data in powerful ways, but it helps you to utilize that information well throughout your company.
