In this episode of the Conversion Tracking Playbook, host Brad Redding, along with co-host Jon Cairo and product manager Jerica Krakowski, delve into the complexities of user identification and the evolving world of cookies in e-commerce tracking. They discuss what cookies are, their use cases, and why they expire, highlighting the impact of browser restrictions and the shift towards server-side solutions. The panel explores the differences between browser-set and server-set cookies, emphasizing the advantages of leveraging server-side cookies for longer-lasting user identification. They introduce the concept of user IDs, particularly in the context of platforms like Klaviyo and Facebook, and unveil Elevar's session enrichment feature, which aims to improve user recognition and enhance marketing ROI by storing user data off-site and enriching server events with identifiable information.
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