Google shows Sarah from New York converted last Tuesday. Meta thinks she's still browsing and serves her three more retargeting ads. TikTok has no record of her. Pinterest treats her like a completely different person.

This is the reality of fragmented ad data.

When platforms work in isolation

Running multi-platform campaigns has become standard practice. Google captures search intent. Meta builds brand awareness. TikTok drives impulse purchases. Pinterest influences long-term consideration.

The challenge: each platform operates with its own tracking system and interprets customer behavior differently. Meta's pixel captures certain events. Google's conversion tracking sees others. TikTok works with limited data points.

This fragmentation creates measurable problems:

• Customers get retargeted after they've already purchased
• Lookalike audiences are built on incomplete customer profiles
• Attribution reports contradict each other across platforms
• Campaigns compete for the same users, driving up costs

The impact of data consistency

When all platforms receive identical and high quality customer data, campaign performance shifts dramatically. Targeting becomes more precise, audience segments align across channels and attribution reporting tells a coherent story.

Instead of working independently, your ad channels begin reinforcing each other's efforts. A customer who engages with your Meta advertisement receives relevant follow-up content on TikTok. Someone who abandons their cart sees consistent messaging across all touchpoints.

Consistent data enables:

• Sharper audience targeting across platforms
• Unified customer journeys that make sense
• Attribution reports that align with business reality
• Reduced ad spend waste from competing campaigns

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From TikTok to Instagram — this is how data synergy should work

Imagine this: someone discovers your brand through a TikTok ad. They click, browse, maybe even add a product to their cart, but they haven't converted yet. The next day, instead of getting retargeted again on TikTok, they see a perfectly timed retargeting ad from Meta on Instagram. The message picks up where TikTok left off, and this time, they convert.

This isn’t just cross-channel marketing: it’s cross-channel intelligence.

It only works when every platform shares the same view of the customer journey. Without consistent data, TikTok doesn’t know Meta’s ad already did the job. Meta doesn’t know what TikTok started. The result? Overlap, wasted spend, and a broken experience for the shopper.

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How TrackBee delivers high quality data consistently

TrackBee builds persistent shopper profiles that capture the complete customer journey. Beyond basic metrics like clicks and purchases, it retains crucial visitor data that typically gets lost when cookies expire or are deleted - including names, email addresses, IP addresses, click IDs, and other tracking parameters that connect visitors to their specific campaign touchpoints.

This data recovery is critical for platform performance. Advertising platforms perform significantly better when they receive complete and accurate customer data. TrackBee matches customers to their profiles and recovers click IDs and customer information like email addresses that would otherwise disappear. This leads to more attributed conversions and enhanced conversion quality through enriched data transmission to Google.

TrackBee also tracks significantly more abandonment events than traditional tools like Klaviyo, connecting them to detailed shopper profiles. This triggers more targeted abandonment flows, which typically boosts abandonment revenue by 2-3x. With no extra work.

These profiles update in real-time and grow more detailed with each interaction. When customers engage with email campaigns through Klaviyo, that engagement data flows back to enrich their TrackBee profile.

The key differentiator?

TrackBee distributes these enriched profiles to your entire advertising ecosystem simultaneously. Google receives the same customer insights as Meta. Pinterest accesses identical data to TikTok. Every platform optimizes from the same foundation This eliminates data discrepancies, reduces tracking delays, and ensures all platforms understand your customers identically.

Consistent data doesn’t solve everything - but it’s your strongest starting point

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Even when you’re sending complete and consistent data to every platform, Google and Meta might still both claim the same conversion. That’s just how their attribution systems work — each with its own logic and rules.

But what we’ve seen time and time again: better data quality leads to better performance. Even when over-attribution happens, platforms optimize more effectively when they’re fed rich, consistent customer data.

TrackBee won’t stop platforms from having their own opinions. But it will make sure you’re giving each one the best possible version of the truth — a real-time, enriched shopper profile that gives every platform the same clear picture.

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Better data drives better performance

Ad platform algorithms are only as effective as the data they receive. Incomplete or conflicting information leads to suboptimal targeting decisions and wasted budget.

When platforms access comprehensive, consistent and high quality customer data, they can make more informed optimization choices. Audiences become more relevant, bidding becomes more efficient and attribution becomes more accurate.

TrackBee provides the solution for this data consistency. One customer profile for each store visitor, shared across all platforms, eliminating guesswork and enabling coordinated campaign performance.

Try TrackBee for free today!

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