Tracking News & Updates for February 2025

LinkedIn Launches Conversions API to Enhance B2B Marketing Campaign Measurement

12 hours ago

LinkedIn launched its Conversions API to assist B2B marketers in demonstrating campaign effectiveness and ROI, addressing challenges in measuring long-term impact amid longer buying cycles. Many marketers must justify spending to executives monthly, with a shift towards valuing MQLs and SQLs over traditional metrics. The API connects first-party data for better targeting, resulting in improved conversions and reduced costs.

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Meta Launches Signals Gateway for Server-Side Data Pipeline Integration

7 days ago

Tracking Meta Ads

Meta introduced the Signals Gateway, enabling businesses to build data pipelines and send first-party data without dedicated developer resources. It streamlines event management, cutting integration time from weeks to hours and reducing costs. The Gateway supports multiple domains and requires a public cloud provider account for setup. It includes a user interface for configuring pipelines, monitoring event activity, and receiving notifications.

Safari Technology Preview 212 Introduces Partitioned Cookie Storage Support

24 days ago

Tracking Attribution

Safari's Technology Preview introduces support for the Partitioned flag in cookies, enhancing privacy. This feature is opt-in, meaning cookies are not automatically partitioned. Third-party cookies are blocked by default, but those with the Partitioned flag are exempt. Different browsers handle cookie partitioning differently. The partitioned storage uses a double-keying system based on the site that set the cookie and the site the user visits, limiting access to specific domain combinations.

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Meta Introduces CRM Event Testing Tool for Conversions API

1 months ago

Tracking Meta Ads

Meta has launched a testing tool for its Conversions API, enabling advertisers to verify CRM event tracking. The setup requires connecting the CRM to Meta, selecting a page, and creating a test event labeled 'lead'. Users can generate a test lead and obtain a Lead ID for their CRM. An automated verification mechanism displays the event once setup is complete, enhancing the reliability of conversion tracking for CRM-based lead generation campaigns.

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Google Tag UI Enhances Platform with Integrated Consent Management Features

2 months ago

Tracking Google Tag Manager +1 more

Google has enhanced its platform with integrated Consent Management Platform (CMP) setup capabilities in the Google Tag UI, streamlining consent management across Google services without manual code changes. The integration supports four CMP partners: consentmanager, Cookiebot, iubenda, and Usercentrics. It functions within Google Ads, Google Analytics, Campaign Manager 360, and Google Tag Manager, providing guidance for a simplified setup process.

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Justice Department Pushes Google to Spin Off Chrome Browser

3 months ago

Tracking Compliance Monitoring +2 more

The Department of Justice is reportedly pushing Google to spin off its Chrome browser business and recommending antitrust requirements related to AI and Android. This follows a historic multiyear case where the Justice Department proved Google's web search monopoly in the U.S. A federal judge ruled Google broke antitrust laws in online search and search text ads markets. The Justice Department argues Chrome is a key access point for Google Search, controlling 61% of the U.S. browser market.

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Google Tag Manager Launches Server-Side Tagging Support for Mobile Apps

4 months ago

Tracking Google Tag Manager

Google has expanded Tag Manager with server-side tagging support for Android and iOS apps, enhancing data management for mobile app analytics and marketing. Key features include cross-platform support, integration with GA4 data flows, data staging, redaction, augmentation, and flexible distribution. Implementation requires Firebase SDK, a GTM account, and a configured server. Benefits include expanded ecosystem, multi-platform distribution, and more control.

Google Privacy Sandbox Adds Deal Support, Clickiness Signals, Longer Interest Group Lifespans

5 months ago

Tracking Cookieless Future

Google's Privacy Sandbox is evolving based on feedback from stakeholders. Key updates include enhanced deal support, new "clickiness" signals for bidding, and extending the interest group lifespan from 30 to 90 days. These changes aim to improve ad performance while maintaining user privacy. Active participation from the industry is crucial for further development, balancing enhancements with user privacy.

Google Tag Rolls Out 'Consent Mode Override' Feature

5 months ago

Tracking Consent Mode

Google has introduced a 'Set consent mode override' setting in Google tag, allowing users to override default consent configurations. This feature lets users set default consent status to 'denied' for specific regions, useful for integrating with consent mode platforms or handling code sequencing issues. Google advises caution, recommending default settings to respect user decisions and comply with data privacy regulations.

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