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Return on ad spend (ROAS) optimisation is one of the North Star metrics for any marketer running paid campaigns.
However, evolving data privacy laws and the deprecation of third-party cookies make traditional attribution models less reliable, meaning the results you see might not always be painting the full picture.
But there is a way for marketers to stay ahead, and that involves shifting to first-party data integration. Taking this approach enables marketers to provide direct customer insights to bidding platforms which fuels a solid data-driven ad strategy.
So, keep reading to explore how leveraging first-party data can lead to better ROAS optimization and smarter campaign decisions.
Bid Smarter: Improving paid media performance with conversion data
Why first-party data is key in ROAS optimization
The decline of third-party data
Third-party data sources are becoming less reliable due to:
- Stricter privacy regulations (GDPR, CCPA, etc.)
- Phasing out of third-party cookies by major browsers
- Increased demand for transparent, consent-driven marketing
As a result, it’s no wonder marketers are turning to first-party data to enhance targeting, attribution, and budget efficiency. Why I hear you ask? Well, first-party data provides the most accurate, privacy-compliant insights into customer behavior.
Unlike third-party data, which can be unreliable, first-party data comes straight from your audience. This makes it a valuable data source that’ll help you nail personalized experiences that’ll in turn give your conversion rates a shot in the arm.
The power of first-party data
The power of first-party data lies in the rich insights collected directly from customer interactions. In other words, it gives marketers a direct line to customer intent. We’re talking things like:
- Website behaviour: Clicks, form fills, logins, and browsing patterns that reveal intent
- Call tracking software insights: Phone conversions, conversation analytics, and call outcomes that highlight high-value leads
- CRM data: Customer preferences, past purchases, and lifecycle stages to fuel hyper-personalized marketing
By integrating these data points, marketers get a complete view of the customer journey – not just a slice of it. With this intel, it’s much easier to reduce wasted spend, drive higher engagement, and take ROAS optimization to the next level.
The role of first-party data integration in marketing
Smarter audience targeting
Because first-party data enables more accurate audience segmentation, it’s much easier for marketers to:
- Identify high-intent users
- Personalise messaging based on actual customer behavior
- Enhance ad targeting for higher conversion rates
- Drastically improve overall PPC Performance
To add to that, marketers using first-party data integration with platforms like Google Ads and Meta can also:
- Optimize bidding strategies based on real conversion data
- Feed offline conversions into ad algorithms to improve automated campaign decisions
- Reduce wasted ad spend by focusing on high-value interactions
Smart Outcomes: Enhancing ROAS through AI and first-party data
Leveraging AI-powered call tracking
Call tracking platforms play a vital role in capturing offline conversions, which are often missing from digital attribution models. But with the rise of AI-powered solutions like Infinity’s Smart Outcomes, you can take this even further by:
- Identifying call intent and outcomes that matter most i.e., sales and conversions
- Automatically feeding call conversion data directly into bidding algorithms tools
- Reducing CPL while maximising ROAS by prioritizing activities that drive leads
Smart Outcomes product guide
for marketers
Data-driven decision making
By integrating AI-powered call tracking software with CRM and PPC tools, marketers gain real-time insights into customer interactions. This helps to:
- Improve cross-channel attribution
- Refine audience targeting based on real engagement
- Continuously optimise campaigns for maximum efficiency
Keen to start using first-party data for ROAS optimization?
If you’re keen to start making the most of your first-party data to give your ROAS optimization a boost, consider some of these steps:
1 Get started with call tracking software
Use a call tracking software solution to make sure all inbound calls are tracked and attributed back to the marketing activities that led to them.
2 Integrate first-party data with PPC and analytics platforms
Use tools that seamlessly sync customer insights with Google Ads, Meta, and CRM software so you can use quality first-party data across all platforms.
3 Use AI to identify high-value leads
Let AI-driven analytics categorize call outcomes and identify callers with strong purchase intent.
4 Monitor conversion trends, test audience segments, and adjust bidding to maximize ROAS.
Marketers who prioritize first-party data integration will outperform competitors relying on outdated attribution models. By embracing AI-driven call tracking and real-time data insights, marketing teams can maximise budget efficiency, enhance PPC performance, and improve ROAS. What’s not to like?
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