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Uncovered the issue of double reporting for add-to-cart events, the impact on data accuracy, and ultimately, the erosion of trust in the platform. A glimpse into the challenges of measuring return on ad spend (ROAS) when running before-and-after comparisons becomes challenging due to changes in data tracking.

In this episode, Jordan West gets into a conversation with guest Yiqi Wu, the CEO and founder of Aimerce, a company tackling the conversion API problem. They discuss the challenges with data collection and reporting on Facebook ads, the impact of the Facebook algorithm and Safari changes, and the emergence of conversion API for server-side tracking. They also touch on the limitations and deficiencies of data processing, the importance of storing first-party data independently, and the future of AI tools for understanding customer behavior. 

Listen and learn in this episode!

Key takeaways from this episode:

• The importance of data for e-commerce businesses, especially in the context of advertising success and challenges with data collection and reporting on Facebook ads.
• The impact of the iOS 14 update and Safari's deprecation of 3rd party cookies on ad tracking, user tracking, personalization, and return on ad spend (ROAS).
• The emergence and importance of conversion API in addressing the challenges of browser tracking and data reliability, with a focus on server-side tracking and data processing.
• The limitations of Facebook's conversion API, including the inability to track the same user across different devices and emails, and the deficiencies in data processing.
• The significance of storing first-party data separately for transparency, understanding customer behavior, and optimizing business decisions, as well as the role of AI toolings in accessing and interpreting data.
• The impact of sending more data to Facebook on improving the ads algorithm and targeting capability through training the machine learning algorithm.

Today’s Guest: 

Yiqi Wu, the CEO and founder of Aimerce, a company focused on addressing the challenges arising from the deprecation of 3rd party cookies, specifically on Safari. With a background in computer science and previous experience working on projects like Reddit and Instagram stories, Yiqi is an expert in the area of data processing for e-commerce, particularly with a focus on server-side tracking, data reliability, and the impact of the Facebook algorithm and Safari changes. His company, Aimerce, specializes in providing solutions for e-commerce businesses to navigate the challenges caused by the deprecation of 3rd party cookies and the impact on ad tracking and data reliability.

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