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.
Third-party data sources are becoming less reliable due to:
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 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:
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.
Because first-party data enables more accurate audience segmentation, it’s much easier for marketers to:
To add to that, marketers using first-party data integration with platforms like Google Ads and Meta can also:
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:
By integrating AI-powered call tracking software with CRM and PPC tools, marketers gain real-time insights into customer interactions. This helps to:
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:
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.
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.
Let AI-driven analytics categorize call outcomes and identify callers with strong purchase intent.
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?