The impact of Google Privacy Sandbox on E-Commerce

The real problem in life: "Why did you shoot Retargeting ... Customers do not come back to buy as before?"

The owner of the E-Commerce store or all online marketers should be familiar with this feeling ... In the past, we used to shoot Retargeting advertisements to people who used to go to the website. Used to pick up the product in a basket And then they came back to buy things until almost closed But today ... Why does the feeling look like "Shooting, leaving it in vain"? Do you feel that the advertisement measurement (Ad Tracking) is "eight sides". I don't know which customers come from. Or the payment is really worth it (ROAS)? If you are nodding ... you didn't think about it. This phenomenon is actually happening. And its root is a big change called "Google Privacy Sandbox".

Prompt for illustrations: E-Commerce business owner sitting in front of the computer screen showing a drop of sales. With a Cookie icon that is cracking in the back Conveys the problem of firing that is not as effective as before

Why is that problem: the death of Third-Party Cookies and Privacy Sandbox

For easy understanding Imagine that In the past we have "Private detective" named "Third-Party Cookie" to follow the behavior of users across various websites. This detective will report to us, "Khun A just went to see the X -Mana shoes" or "Khun B. Interested in the black bag" allows us to send advertisements that are right to them precisely. But then ... people began to feel that being followed all the time. It's "scary" and "violation of privacy" too, causing the browser, including Google Chrome, decided to "chase this detective out"!

Google then created a new "playground" called The Privacy Sandbox , with the goal of creating a balance between the two things that seems to be together, "The direct advertising of the target group" and "respect for the privacy of users." Instead of individual tracking, the system will change to a group of people with similar interests. Together (Interest-based-Groups) makes us still shoot. "Coffee lovers" can only know that "Mr. Kor" is one of them. This is a turning point that makes the traditional marketing methods. Of us must vibrate

Prompt for illustrations: Compare images. Before & After: The left is the "Third-Party Cookie". The right side is a picture. "Privacy Sandbox" with a group of people with the same interest (such as animal lovers, runners) are doing activities together happily. Without anyone being followed individually

If left, how will it affect: When the "pillar" of digital marketing collapses

Ignoring this change is like we are still building a house on the foundation that is about to collapse. The consequences for the E-Commerce business are more intense and clearer than expected:

• The traditional Retargeting will 'be completely ineffective': shooting, adding to customers who have entered the website one by one will become just the past. Causing the cost of finding new customers to be enormous
• The conversion measurement will 'be completely blind': We will not be able to specify 100% precisely about which sales campaigns obtained from which advertisement campaigns. Makes the decision to improve the campaign a lot
• Return on AD SPEND (Roas) will 'plummet in the abyss': When the shoot is not targeted and the results cannot be measured. The value of the advertisement budget that you have died will be reduced.
• Loss of competitiveness: while you are still attached to the same method Competitors that adapt to new technology and began to use the First-Party Data strategy to overtake you without seeing dust.

Simply put, your business will lose the most powerful "tool" to understand and access customers. Which is a risk that no one wants to happen

Prompt for illustrations: The Roas (Return on Ad Spend) graph is scary. With a backdrop of online stores that look lonely, no customers directly reflect the financial impact

Is there any solution? And where should it start: Change the crisis to an opportunity as well. 'Our own information'

The good news is ... This is not a dead end! But it is a warning sign for us to change the way of thinking from "renting information" to others into "creation of our own assets". How to solve problems and adjustment that must start from this moment:

1. Understand new tools in Privacy Sandbox: Even without having to go down to the technical level But we should know the concepts of 3 main technology to replace the old system, including
   • Topics API: Group users according to interest. Without revealing personal information
   • Protected Audience API (FledGE): A tool to make a use case resembling Retargeting in the new world that is safer.
   • Attribution Reporting API: Helping to measure the advertisement whether it is conversion or not without violating privacy.
2. Change 180 degrees at 'First-Party Data': This is the most important "heart" and "survival". First-Party Data is the information that the customer "willing to us directly, such as email, telephone number, buying history. These information is a treasure that no one can take us from us.
3. Started strategy: Use all channels on the website to collect data, such as POP -UP, offering discounts in exchange for applying for news, creating fun quiz, or loyalty program.

And where should it start? The answer is, "Start creating first-party data from today." Yes, this is the most important starting point and can be done immediately without having to wait for Google to enforce 100% Privacy Sandbox.

PROMPT for illustrations: Infographic that is easy to understand, divided into 2 sides of the left side, "Old World" with Third-Party Cookie icon and the scattered firing of the right side is the "new world" with the FIRST-PARTY DATA.

Examples from the real thing that used to be successful: "All About Home" and turning the game with information in the hand.

Imagine the E-Commerce store named "All about Home" that sells home decor. They used to rely mainly on the shooting of Retargeting on Facebook and Google, but 1-2 years ago, they noticed that the cost of one customer (Cost Per (Cost Per) is increasing. Contrary to sales that are still stable.

What they do: Instead of compressing additional advertisements The marketing team decided "Change the game". They started building a simple member system on the website by providing a special 15% discount for the first purchase to everyone who registered and allowed the information (which is a Zero-Party Data that is more valuable), as well as installing the server-side tracking to keep the behavior on their own website more precisely. Without having to rely on Cookie from the browser alone

Results: Within 6 months, they created more than 50,000 customers' emails and those interested in their names. They were able to send direct promotions directly on the target audience via email marketing, able to create a Custom Audience from the list that has been shot precisely. And most importantly, they successfully create their own "community". The cost of marketing decreased But sales from old customers increased significantly This is the power of true data ownership. And is something that all e-commerce businesses have to do in the Privacy Sandbox era.

Prompt for illustrations: The smile of the owner of the shop "All about Home" is watching the Dashboard screen that shows a large number of customer email list and sales graphs from old customers that are clearly rising.

If wanting to follow, what to do? (Can be used immediately): Checklist 5 items to modern marketing without cookies

You don't have to wait! This is the checklist that you can apply to your E-Commerce store immediately. To prepare and create an advantage in the Privacy Sandbox era:

1. Check the current data collection channel (Audit): Now on your website, where are you able to "give information" to you? (Such as form, contact, subscription channels). Is it interesting enough to make people want to fill it or not?
2. Create 'Lead Magnet: Simple Campaign, such as "Register to get a 10%discount", "Download E-Book for free home decoration", or "participate in the prize activity" to encourage people to give information to you. This is simplest First-Party Data strategy.
3. Study and install Server-Side Tracking: Consult your experts or developers regarding the installation of Server-Side Tracking to increase the accuracy of data collection from your own server. Reduce dependence
4. Fully utilized from GA4: Google Analytics 4 (GA4) is designed for a world without cookies. Study how to use to understand holistic customer behavior.
5. Follow the news from reliable sources: the world of Privacy Sandbox is always developing. Keep updating directly from data sources such as The Privacy Sandbox Official Website and Google Ads Help Center so as not to miss important changes.

Prompt for illustrations: Large checklist images with icons in each item (Glasses icon, magnetic icon, icon server, GA4 icon, newspaper icon) that looks easy and can be followed immediately.

Questions that people tend to wonder And the answers that are cleared

Q: In conclusion, Retargeting will disappear, right? Answer: Retargeting, the same way to follow the user one by one. Third-Party Cookie will "disappear." But there will be new technology in the Privacy Sandbox like Protected Audience Audience. Through our own customers (such as Email List, Customer List on Ads Platform) Question: Is this change only affects Google Ads? Answer: No, this is the trend of the whole technology that is more important to Apple. Apple has started with the App Tracking Transparency (Atttt). Therefore affecting all the advertising platforms that used to rely on Third-Party Cookie Question: Do you have the knowledge of programmers to deal with this? Answer: For business owners or marketing "must write the code, but" necessary "must understand" the principles and strategies. As for technical installation, such as Server-Side Tracking, you can consult an expert or Agency that you can take care of. Ask: First-Party Data. How to use it to shoot. Add? Answer: You can upload the email list or customer phone number to the advertisement (such as Google ADS) to create a "constom" ". For shooting directly to this group or creating "Lookalike Audience" to find new people That resembles your good customers Which is a very accurate and powerful way

Prompt for illustrations: Image icon, a large question mark (?) And someone is pointing to a bright answer. In order to clear the solution

In conclusion, easy to understand + want to try to do: Do ​​not wait for the boat to leak ... and then start the water.

In summary, briefly visualized: "Detective" who used to help us find customers (Third-Party Cookie) is about to be fired forever. The new "Privacy Sandbox is created with a new rule that emphasizes the best" Survival "privacy for your e-commerce business, not trying to hack a new rule. But is to turn back to create "Customer Database" which is your own "asset" seriously through the First-Party Data strategy.

This change is not scary, but it is a "golden opportunity" that will allow you to build relationships directly and deeper. It is an opportunity to build a business to grow a stable and truly your own foundation.

Do not wait until the day that you can not measure anymore. Do not wait until the competitors overtake you far and then start to do. Today is the best day to start creating. Your own "information treasure"!

If you feel that this change is complicated and do not know how to start correctly, Vision X Brain to help inspect and place a modern E-Commerce marketing strategy. We are ready to be a consultant and help you change to a world without cookies confidently and grow.

Prompt for illustrations: E-Commerce business owner standing on a strong boat (Business that uses First-Party Data) is waving for other leaky boats. (Business that rely on Third-Party Cookies) with the sunrise as a backdrop. Conveys a bright and stable future

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