By implementing this playbook you’ll be able to improve the attribution for your retargeting campaigns in Meta with the help of 1P domain tracking (server-side cookie).

What is 1P Domain Tracking?

With the demise of third-party cookies, even first-party cookies expire after 7 days. This short lifespan impacts attribution windows, with platforms like Meta defaulting to a 7-day attribution model. Marketing efforts, such as targeting abandoned carts via email or SMS, will be limited as cookies expire. Yet, first-party cookies set from server-side sources remain intact for a year, offering a workaround for some tracking needs. Know in detail about 1P Domain Tracking 

The BluePrint

Steps

1. Integrate your website with CustomerLabs
2. Implement 1P Domain Tracking for your website
3. Add Meta as your destination platform in CustomerLabs
4. Sync conversion events with Meta
5. Improve your conversion attribution in Meta with server-side 1P cookie.

The Process

Step 1: Integrate your website with CustomerLabs

Login to your CustomerLabs account and connect your domain URL to start implementing 1P domain tracking.

Step 2: Implement 1P Domain Tracking for your website.

Implement 1P Domain Tracking for your website by including domains and subdomains. Map the CNAME and verify the DNS records to confirm the ownership and proceed with the implementation.

Check this user guide to Implement 1P Domain Tracking  

Step 3: Add Meta as your destination platform in CustomerLabs

The next step is to connect your Meta account with CustomerLabs by navigating to Destinations → Facebook → Enable → Setup the Configuration → Connect your Business Manager account, Ad account, and Meta pixel

Step 4: Sync conversion events with Meta

After implementing 1P domain tracking and connecting your website with CustomerLabs, you will have the events tracked inside CustomerLabs. You can also setup custom events within CustomerLabs to track specific conversions.

After setting up the events, sync these events with Meta using Event Workflow Setup in the Facebook destination.

Step 5: Improve your conversion attribution in Meta with server-side 1P cookie.

The synced events can be seen in Meta’s Events Manager.

You can now start optimizing your campaigns using the events received from CustomerLabs to attribute the conversions accurately. 

Results

One of our clients has implemented this playbook and has made a comparison with Meta’s Website Purchase ROAS and CustomerLabs purchase ROAS and saw a 70% increase in ROAS within 14 days due to better attribution in Meta.

Advantages

1. Set cookies from your own domain (1P domain) for a longer lifespan.
2. Enhance ID resolution by having an extended lifetime cookie.
3. Improve attribution accuracy beyond 7 days
4. Increase audience match rates across all ad platforms.