Data is key. But in many cases, data isn’t always usable. Take data from ad platforms like Meta and Google, for example. For various reasons like cookies and ad blockers, the data you get back is incomplete. This means you’re missing out on a ton of crucial data needed to make key decisions. To make the most of incomplete data, you need to enrich it. By adding extra valuable information, you get better insights, better targeting, and ultimately higher revenue.

TrackBee helps e-commerce businesses gather and enrich complete data. This way, they can grow based on reliable and valuable data. In this blog, I’ll explain what data enrichment is, why it can add value, and how TrackBee enriches data.

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The importance of data enrichment

We've touched on it briefly, but data enrichment is all about upgrading existing data with missing or extra information. This added info makes it easier to make the right decisions. With this extra data, you get a complete, detailed, and accurate picture of your users.

Bad data = bad decisions. When you enrich your data, you can:

• Improve your customer segmentation: you’ll know even better who your customers are.
• Optimize your ad targeting: you can reach the right people even better with your ads.
• Cut unnecessary ad costs: by targeting better and optimizing your ads, you save big by not wasting money on non-converting audiences.

Reliable data

‍Imagine making decisions based on half information. That’s what happens when your tracking is incomplete, and you’re not measuring all the data you should be. By enriching your data, you ensure you have a complete and accurate dataset, so you can trust your analyses. Analyses based on half-baked data are a waste of your money, time, and energy.Better insightsMore data = more knowledge. The more details you have about your customers, the better you can predict their behavior and optimize your marketing strategy.

Better decision making

‍No more gut feelings needed. With high-quality, enriched data, you can confidently make decisions based on complete data.Examples of enriched dataThere are many examples of data that are often added through data enrichment. The common factor is that this data often gets lost due to barriers like cookies, ad blockers, or using different browsers during the purchase process. Some examples of valuable data are:

Purchase history

What has the customer bought before, and what’s the next step in the buying process? This data often gets lost through cookies but can be tracked via server-side tracking.

Device and browser information

‍Data about the type of device or browser the customer is using is extremely relevant. This data is relatively easy to add to existing data and gives you more ways to target your ads even better to the customer.

Location data

‍Where are your customers located, and how does this affect their buying behavior? This is also valuable data for targeting the right audience.

Session duration and interactions

‍How long do customers stay on your site and what actions do they take? If you store and analyze this data over time, you can tweak the customer journey to perfection.

UTM parameters

‍You can also enrich your data by adding UTM parameters to your URLs. This way, you can see exactly which channel and link brought your (potential) customers to your webpage. Not only does this help you recover lost data, but it also helps you create new, very valuable data.

‍How does TrackBee enriches data

‍TrackBee enriches data for e-commerce businesses through server-side tracking.Server-side tracking collects and processes visitor data on a server rather than in the browser. This ensures that data is sent directly to your analytics and marketing platforms without interference.It’s an advanced upgrade to Shopify's standard conversion tracking, capturing key events like PageView, Add to Cart, and Purchase - along with many others.Here’s what TrackBee does for different platforms:

‍Meta

‍TrackBee captures key metrics like Product View, Add to Cart, Initiate Checkout, and Purchase with far greater accuracy than Meta’s standard tracking.We improve your Event Match Quality Scores by up to 54%. The EMQ score shows how complete and accurate the data is that you send back to Meta. We also recognize (anonymous) returning users and enhances each session by creating detailed Shopper Profiles. This delivers richer data to your ad platforms, leading to lower CPMs and higher ROAS. TrackBee also shows you which visitors are new and which visitors are returning customers. This way you can target campaigns on new or existing customers.Link naar de meta pagina

Google Ads

‍TrackBee captures key metrics like Product View, Add to Cart, Initiate Checkout, and Purchase with far greater accuracy than Google’s standard tracking.TrackBee automatically tracks key conversion events on your store and enhances your data with Google Enhanced Conversions. We recover conversions that would otherwise be missed, and we boost ROAS with better advertisement strategies thanks to accurate data.TrackBee also  identifies returning users and enriches sessions by building detailed Shopper Profiles, storing all available customer data within them. This way you recognize more valuable customers and use secure data with advanced hashing technology.Link naar de Google Ads pagina

Klaviyo

‍TrackBee collects the abandoned cart & product events that Klaviyo misses due to cookies, adblockers or use of multiple browsers. We do that by using server-side tracking and are able to do so because:

• Cross-Browser Tracking: When users switch to a different browser, like Chrome or the in-app Instagram browser, TrackBee can still recognize them.
• After Cookie Expiration: Apple’s cookies expire after 7 days, but Shopper Profiles allow TrackBee to recognize users for an extended period.

This will result in more triggered abandoned cart & product flows, which will automatically lead to a higher revenue.Link naar de Klaviyo pagina

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Why choose TrackBee?

‍Complete data is the foundation of your business, but ad platforms almost always provide incomplete data. Plus, manually enriching data is a nightmare – or just impossible. When you join TrackBee, your data is always complete and optimized for maximum impact. 

✅ Set up in 5 minutes: no complicated setup.
✅ Privacy-proof: Fully GDPR compliant.
✅ Immediate impact: See improvements in your tracking & marketing right away.

Data enrichment isn’t a luxury – it’s essential if you want to stay ahead in today’s marketing world. If you’re not enriching your data, you’re throwing money away.TrackBee makes sure your marketing data is not just fully collected, but also optimized for the highest possible impact. Stop wasting money and start with TrackBee today. After 5 minutes, you’ll be thanking me.