Optivo is designed to help you measure the performance of your campaign accurately and provide site abandonment targetting. It’s a bit of code that tracks actions such as sales or sign-ups, from users driven to your site from our activity.
With the ICO’s changes to consent requirements, major brands are reporting that trackable traffic has dropped to 50%. Traditional cookie-based or S2S tracking frameworks are underreporting and misattributing conversions. Our tag utilizes ESB’s first-party data to deterministically identify conversions, operating outside of the consent given on the website’s CMP. This is done in a privacy-safe and GDPR-compliant manner.
</body> tag at the bottom of the page.After setting up, do a check by visiting pages where tracking is enabled. Open your browser’s console and look for a confirmation that says, “[OPTIVO]: Active on this page.”
To track a consumer on your website, they either need to be logged in or if they are anonymous, they need to hit the accept button on your CMP (consent management platform). If a user chooses to reject tracking, you cannot track that user’s movement across the website until a purchase is made. The issue here is that once a purchase is made, that user cannot be attributed to the traffic referral, as they have opted out of tracking.
ESB’s tag works based on hashed email addresses. When we send traffic to your website, we have permission via our own opt-in to track that user. Once they make a purchase, you have permission to send an encrypted hash of the email address to us. We can then run a lookup to see if that user was directed to you through the emails we sent on your behalf – essentially, we are in a consent bubble. This means we can accurately track sales.
