Google has started blocking data tracking cookies, as it allows companies to track user details. It is evident that for several years, many digital marketing teams relied on third-party cookies to remarket and show personalised ads to their target audience. Google announced in the year 2022 that it wouldn't support cookies anymore, the effect of which can be seen gradually in phases from Jan 2024. It is an absolute possibility that your campaigns won’t get the results that you expected.
According to Google, at first, it will impact only 1% of Chrome users. But the question is what are cookies? Third-party cookies are small texts that collect information about users as they browse the web. You may have noticed some websites asking permission, usually popping up banners on the screen. Those are cookies. When it comes to marketers, they use these third-party cookies for multiple purposes. But what now if they are depreciating?
We, at Insomniacs, always think outside the box and are the first real estate marketing network to leverage the Conversions API (CAPI) across its clientele for more than 500 days through Meta Systems, achieving an impressive 28% to 40% qualification ratio.
What is CAPI? Conversion APIs are those especially designed to create a connection between an advertiser's marketing data, which includes website events, business messaging events, and offline conversions, originating from an advertiser's server, website platform, mobile apps, CRM systems, or Meta. These results in optimized ad targeting, reducing costs, and assessing overall campaign outcomes.
But is cookieless marketing that effective? Definitely, yes. As we have used CAPI since some days earlier, you can see the results for yourself. As you know, the world of digital marketing is ever-changing. There are lots of systems or strategies evolving, being banned, or being changed, but what it means is that we get the chance to develop something more advanced. When we talk about cookieless marketing, it is a challenge for marketers as to how they will get the data now. This transition isn’t definitely downgrading your business; it has various positive impacts too. Removing cookies is really a way to get smarter and focus on the core marketing principles, which were given less attention. Cookieless marketing can be more consumer-focused and more privacy-friendly. Since there is no way to track users’ online activity, it can’t hamper their privacy either. This can be helpful to businesses that are handling sensitive data, like health information or financial data.
Let’s see how CAPI really helped our clients to achieve exceptional results than the usual days!
The House of Abhinandan Lodha, a leading player in the real estate sector, recently integrated their CRM via our CAPI system, leveraging an unexpectedly impressive qualification ratio. The qualification ratio jumped from 26% to 43%, which is a 1.65x boost in qualified leads as compared to BAU. The qualification ratio and the site visit ratio have an immediate relationship, where it experienced an increase from 8.4% in their campaign for “Tomorrow World” to 12.6% for their campaign “Tomorrow View '', undoubtedly a great increment of 1.50x as compared to usual practices. This was after they incorporated our unique idea of integrating CAPI. This massive increase in ratios had a good impact on reducing the Campaign CAC from 1.9% to 1.34%. CAPI implementation made a robust funnel beginning from qualified leads from the top of the funnel to a good amount of site visits at the bottom of the funnel. We did it through our excellent integration of CAPI which we implemented for many days, giving an outstanding amount of results.
We played a pivotal role in amplifying the UKn's campaign strategies. UKn is a leading real estate player in Bangalore, and we elevated their campaign results through our CAPI system in the year 2022 itself. We saw a 4.55x increase in qualification ratio as compared to BAU, slightly increasing the CPL by 24.6% a 1.2x jump, but decreasing the CPQL almost 3x times giving us a drop of 78.9% in cost, a very good impact after CAPI implementation. This achievement highlights our data-driven approach, reaping substantial gains in their campaign outcomes.
These successful records showcase how we smartly integrate innovative digital strategies in advance, elevating performance and driving tangible business results in a competitive sector like real estate.