First-party data · Indian D2C
Don't give your competitors your Audience
Dataflow to Meta/Google and your CPA have a strange relationship.
In the short term - high data flow results in better results.
The same way working more closely with an Agency results in better performance.
But an Agency has exclusivity with you.
Meta/Google don't.
That short benefit turns into long term losses pretty soon.
Your historic purchases.
Your organic reach.
Your SEO.
Your influencer partnerships.
Your brand value.
Everything gets compromised and resold to the highest bidder.
What's the Fix?
For small/medium brands. Nothing. You probably need the short term benefits to survive.
For large brands. Stop treating dataflow to Meta/Google as some mandatory ritual.
Turn Off your Meta Pixel. Remove Google Ads tracking. Start controlling what flows to Meta/Google.
Both of them have a robust CAPI. Use it to share a limited dataset.
Ad platforms need to understand who to target. Share a sample of your purchases.
They need to track who to retarget. Share sessions which originated from them.
If you don't share your Organic sessions. Those visitors might convert ~10% of the time.
If you share your Organic sessions. They are now being auctioned to 10 competitors. They will now convert ~5% of the time.
You are paying to lose your customers.
Stop being cavalier with data with a marketing channel that does not have exclusive data contracts with you.
