Nissan Increased Conversion Tracking • Overcoming Obstacles to Follow the User Journey
Results
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96% increase in total conversions
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30% increase in conversion rate
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45% decrease in average cost per conversion
On the road to increase performance and efficiency.
In the automotive category, digital experiences and offline sales touchpoints are traditionally disconnected. With consumers following increasingly complex journeys that span both, Nissan United Thailand wanted to ensure they could not only gain insight into digital behavior, but also apply that knowledge to reach future buyers more efficiently. Yet platform changes designed around user privacy limited the tried-and-true methods of traffic tracking that Nissan relied on. To adapt, Nissan hired Media.Monks to help steer the brand on a path to greater efficiency and performance.
Maintaining success amidst new privacy constraints.
Historically, the client-side deployment of the Meta Pixel via Google Tag Manager has been the quickest and simplest way for Nissan to track activity across their website. But this method has suffered some setbacks since the introduction of Intelligent Tracking Prevention (ITP) by Apple, which limits tracking capabilities in the Safari browser. More recent updates to iOS have further limited web traffic by extending ITP restrictions to all browsers installed on the device by default. But these bumps in the road weren’t cause for panic; to increase Facebook campaign efficiency, we implemented Meta’s Conversion API to align traffic and behavior data in a way that still safeguards user privacy.
In partnership with
- Nissan Thailand
We were excited by the idea of making the Facebook algorithm smarter by giving it signals coming from our proprietary data, as we heavily rely on it to locate our best customers. We have improved our Facebook campaign efficiency across the board since installing Conversions API, which has had a great impact on the business.
Anuwat Eiamsa-art (Nu)
Head of Data, Tech, and Analytics, Nissan United Thailand
Increasing conversions with Conversion API.
The Conversion API is designed to reliably connect server-side marketing data to Meta’s business and marketing tools. We implemented the API by creating a Server-Side Google Tag Manager (SSGTM) instance. The SSGTM worked as a proxy between client-side user activity and the third-party vendor’s server. When a user triggers an event, the SSGTM container can read and transform the data before it reaches the vendor’s server.
Unlocking new possibilities for data activation.
Our solution using the Conversion API gives Nissan new capabilities in terms of conversion tracking and remarketing, data governance, security and performance. We closely monitored Nissan’s eight active Facebook campaigns for a period of two weeks before and after the SSGTM implementation and saw a significant uplift in website conversions. The successful implementation not only helped Nissan continue to activate data despite new constraints, but also serves as another leg in the journey to future proof in the privacy era.
