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IMPLEMENTATION OF CONVERSION API FOR GLOBAL DIGITAL MARKETING OPTIMIZATIONS
POST COOKIE ERA
by
Can Ergelmis
Professor: Dr. Anjali Barnick
A Thesis Presented in Partial Fulfillment of the Requirements for the Degree Master of Science in Project Management
Harrisburg University
01/28/2024
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION
Statement of the Problem
Purpose of the Study
Research Question
Conceptual / Theoretical Framework
Assumptions, Limitations, and Scope
Rationale and Significance
Definition of Terms
Summary
CHAPTER 2: LITERATURE REVIEW
Purpose of the Study
Theoretical Framework
Review of Relevant Research
Summary
REFERENCES
CHAPTER 1: INTRODUCTION
In the rapidly evolving landscape of digital marketing, the intersection of data privacy laws and technological advancements presents a formidable challenge for marketers. The recent transformations in data privacy laws demand a heightened level of adaptability, requiring marketers to navigate an intricate web of regulations. Notably, the shift towards enhanced consumer privacy has prompted major search engines and web browsers to undergo a cookie depreciation process. A significant milestone in this process is Google Chrome's decision, being the predominant browser used by 64% of the global population, to sunset its cookies by June 2024, thereby severing a crucial tracking cord for marketers.
As traditional tracking methods face obsolescence, the need for alternative technologies
becomes evident. One such technology that emerges as a potential solution is the Conversions Application Programing Interface (API), offering marketers the ability to track consumer conversion behavior and implement real-time optimizations. However, the integration of Conversions API presents a critical challenge, particularly for global brands and clients. The necessity for a seamless transition and stringent quality control mechanisms underscores the urgency for marketers to address this integration difficulty proactively.
This research paper aims to explore the integration, optimization, and usage of Conversion API within the current digital marketing landscape. The paper will also dive into the challenges and benefits of Conversion API and compare it to traditional website Cookies. In this context, the impending Cookie depreciation in 2024 acts as a catalyst, intensifying the urgency for a strategic and standardized approach to Conversions API integration. This paper explores
the multifaceted dimensions of this challenge, delving into its immediate implications and its profound significance in preparing the digital marketing sector for the post-Cookie era. Statement of the Problem
The persistent difficulty of seamlessly integrating Conversion API poses a major barrier to maximizing data integrity and campaign success in the continually expanding field of digital marketing. This is a critical issue since it directly affects the dependability of crucial data, limiting marketers' capacity to make educated decisions and, as a result, compromising the success of advertising activities. This difficulty is exacerbated by Google's forthcoming Cookie depreciation in 2024, which will further erode the traditional tracking techniques on which advertisers rely. A potential solution to this twofold predicament is the creation and widespread acceptance of standardized protocols for Conversion API integration, which would promote a more uniform and dependable data interchange procedure across varied platforms. Implementing such a solution not only tackles the immediate integration difficulty, but it also prepares the digital marketing sector for the post-Cookie age, improving the precision of performance indicators and allowing marketers to confidently navigate the developing terrain. Failure to address this integration challenge proactively threatens the spread of incorrect insights, worsening the impact of Cookie depreciation and leading to misdirected tactics, inefficient resource allocation, and a lower return on investment in the digital marketing world.
Purpose of the Study
The thesis aims to address the pressing challenge of seamlessly integrating Conversions API in the context of evolving data privacy laws and the impending Cookie depreciation, particularly focusing on Google Chrome's sunset of cookies by June 2024. The study has two
main purposes: first, to explore the immediate implications of this integration difficulty, emphasizing its impact on data reliability, marketers' decision-making capacities, and the success of advertising endeavors; second, to propose a solution through the establishment and widespread adoption of standardized protocols for Conversions API integration. This proactive approach not only addresses the current challenge but also positions the digital marketing sector to navigate the post-Cookie era with confidence and precision. To conduct this literature review, the researcher used multiple sources of information including journal articles, scholarly articles, other literature reviews, as well as past studies and research papers. The researcher explores the validity of their thesis statement using real-life examples and study findings based on existing research. Research Question
Specifies the research question(s), links to conceptual or theoretical framework.
1-
Why is Conversion API needed in the digital marketing industry?
2-
Why are traditional Cookies becoming obsolete?
3-
What is the urgency of Conversion API implementation?
4-
What are the benefits of Conversion API?
5-
What are the challenges and difficulties that come with CAPI implementation? 6-
How does CAPI differ from Cookies in terms of digital consumer privacy laws (CCPA and GDPR)?
Assumptions, Limitations, and Scope & Rationale and Significance
The arrival of Conversion API (CAPI) comes with various challenges and assumptions, highlighting the urgent need for its implementation. Looking at it from a project management standpoint, the information gathered in this paper serves two main purposes: firstly, it helps project managers understand potential issues, guiding them in avoiding challenges when deploying Conversion API, and secondly, it suggests an optimal implementation approach leading up to the June 2024 Google Cookie sunsetting. The difficulties faced by businesses unfamiliar with server-side tracking are apparent, creating a learning curve for marketers and developers. Additionally, the lack of native integrations with Conversion API on some platforms requires extra effort for smooth integration. Despite Conversion API's goal of reducing reliance on client-side technologies through its server-side approach, it is still affected by browser limitations, necessitating careful consideration of changing browser policies. Moreover, the uneven adoption of Conversion API across digital advertising platforms, despite integration with
major players like Facebook, underscores the need for a comprehensive and standardized industry-wide adoption.
Definition of Terms
Provide a glossary of terms that are either industry specific or not common knowledge.
API:
Application Programming Interface
CAPI:
Conversion Application Programming Interface
Cookies:
Common website user tracking technology.
GA4:
Google Analytics 4
AWS:
Amazon Web Services
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