Facebook and LinkedIn: This is how the secret cookie tricks work!

Facebook and LinkedIn: This is how the secret cookie tricks work!

The world of digital marketing has changed significantly in recent years and is increasingly influenced by compliance with strict data protection regulations. Companies in Vienna and beyond have to think about how they can use cookies and tracking methods in a legally compliant manner. Today we'll take a look at common practices in this area, including the use of cookies from social networks such as Facebook and LinkedIn and the importance of a well-thought-out cookie strategy.

As TU Wien reports, Facebook uses a variety of cookies that were specifically developed for marketing and tracking user interactions. These include, among others:

• __fb_chat_plugin: Verfolgt Interaktionen über 90 Tage.
• _fbp: Dient der Verfolgung von Besuchen auf verschiedenen Websites über 3 Monate.
• fr: Misst die Relevanz von Anzeigen innerhalb von 3 Monaten.

LinkedIn, on the other hand, also uses a number of cookies for similar purposes, which, among other things, enable user identification outside of its platform. For example, the cookie savesli_oatmlInformation for 1 month, which allows the platform to display targeted advertising.

The challenge with cookies

In the digital age, cookies have become an indispensable part of marketing activities. Without them, it would be almost impossible for companies to analyze user behavior and display tailored advertising. But as Ostend.digital makes clear, not all cookies are legally unproblematic.

The General Data Protection Regulation (GDPR) requires companies to adopt a transparent approach when using cookies. Users must actively agree before cookies are set. Cookie walls or banners are in the legal gray area and require precise information about the use of cookies as well as the possibility of granular consent.

A well-thought-out cookie strategy should take both first- and third-party cookies into account. While the former are set directly by the selected website, third-party providers collect detailed user profiles and are often the focus of regulatory requirements. This makes it all the more important to have consistent consent management that meets legal requirements.

Increased importance of attribution

A central aspect for companies that want to be successful online is attribution, i.e. the assignment of marketing measures to realized sales figures. According to Cometly, cross-channel attribution is essential to trace the user's path from the first interaction to the purchase.

Retargeting, which originally began with the use of tracking pixels and cookies, has evolved into a fundamental strategy for reaching and converting users across different platforms. The challenge is often that without proper multi-touch attribution, important data necessary for an optimal marketing strategy is lost.

Companies must ensure they continually optimize their tracking technologies and increase the effectiveness of their campaigns to ensure a high return on invested capital (ROI). Tools such as Google Tag Manager and Conversion APIs help here, ensuring that all data is collected in accordance with applicable data protection regulations.

In summary, responsible use of cookies and a well-structured marketing attribution strategy are crucial for digital marketing success. We'll be excited to see how technologies develop in the future, especially in light of leading companies like Google's move to eliminate third-party cookies, which could pose new challenges for the industry.