Signal loss has been a challenge to navigate for marketers for quite some time now. Signals have no where to go – but we found them a home. Let’s talk about it. Join Tinuiti’s Data Privacy expert, Nirish Parsad, as he breaks down signal loss and shares insights on how to address one of marketing’s most pressing challenges – in just 15 minutes.

1. The Answer to
Signal Loss

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Katherine Bishop
Marketing Coordinator

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
NIRISH PARSAD
Practice Lead,
Emerging Tech

6. POLL
What is your biggest concern
regarding signal loss?
● Collecting and using first-party data effectively
● Maintaining customer privacy and compliance with new regulations
● Maintaining the accuracy of attribution and measurement
● Maximizing marketing ROI in a world without third-party cookies

7. Things That are True
● Meta’s Mighty Mettle
| Meta is still on top: U.S.: Facebook 175M MAU / Instagram 143M MAU.
| 61% of the eligible audience in the United States use FB (50% Instagram)
● Blue Bubble Bliss
| Apple users make and spend more $$$. They are more likely to splurge.
| 84% of Gen Z use an iPhone.
● Foster First-Party Fidelity
| Regulation + Apple Privacy Framework address 3PD
| Collect and use 1PD responsibly

8. What is Signal Loss?
“[A]ds signal loss . . . caused our revenue to be much lower than I’d expected. I got this wrong, and I take
responsibility for that.” - Mark Zuckerberg
Section header layout

9. v
e
v
e
Apple Sev
Signals
ered
Apple did not block signals on a website. They severed the
ability for third party solutions to freely capture that data
(like Facebook) and limited a first party solution’s ability to
persist that data (like your email platforms).
Those signals are still being generated. But, in today’s
privacy-by-default world, those severed signals don’t make
sense and have nowhere to go and without a solution,
upwards to 70% of signals disappear without a trace.
This is SIGNAL LOSS s
9
Signal Loss Across the Web (US)
Rails, Regulation and Real People
56% Devices are mobile.
57% of those are Apple
53%
Browsers are NOT
Chrome. And they’re
privacy enhanced
47%
Operating systems
are Apple. Also privacy
enhanced by default
39%
Users between 16-64
use an ad blocker.
Mostly on computers.
5
States started (CO, CT, UT,
VA) or enhanced (CA)
privacy laws in 2023
Collection is busteds

10. the 1p pixel is still mighty. we just have to feed it.

11. What Happens to a Pixel
When You Feed it?
Section header layout

12. ^
12
Facebook Works
90-DAY PILOT RESULTS
+54% Increase in ROAS
+89% Increase in purchases
+122%
Increase in revenue
off of only a 44%
increase in cost
-26% Decrease in CPMs
+40% Increase in ROAS
+43% Increase in purchases
+14%
Increase in revenue
off of only a 19%
decrease in cost
-7% Decrease in CPMs
still
All in-platform data from Facebook
Skincare Brand Luxury Fashion Brand

13. 13
Event Match Quality Scores Improved Across the Board
Why are EMQ scores
important?
EMQ scores tell you how well
your server events match
with customer information. A
higher score means a better
match and more chance of
successful conversions at
lower cost.
EMQ Scores 10/31/2022 2/2/2023 Improvement
Add to Cart 4.5 6.1 36%
Page View 4.5 5.9 31%
View Content 4.5 5.7 27%
Purchase 8.8 8.9 1%
90-DAY PILOT
EMQ Scores 11/17/2022 2/2/2023 Improvement
Initiate Checkout 4.3 5.9 37%
Add to Cart 4.4 5.6 27%
Search 4.2 5.2 24%
Page View 4.4 5.4 23%
View Content 4.3 5.2 21%
Subscribe 7.7 7.8 1%
Purchase 8.4 8.5 1%

14. 14
90-DAY PILOT RESULTS
Event Match Quality Scores
Improved Across the Board
EMQ Scores 10/31/2022 2/2/2023 Improvement
Add to Cart 4.5 6.1 ⬆36%
Page View 4.5 5.9 ⬆31%
View Content 4.5 5.7 ⬆27%
Purchase 8.8 8.9 ⬆1%1
EMQ Scores 11/17/2022 2/2/2023 Improvement
Initiate Checkout 4.3 5.9 ⬆37%
Add to Cart 4.4 5.6 ⬆27%
Search 4.2 5.2 ⬆24%
Page View 4.4 5.4 ⬆23%
View Content 4.3 5.2 ⬆21%
Subscribe 7.7 7.8 ⬆1%1
Purchase 8.4 8.5 ⬆1%1
Why are EMQ scores important?
EMQ scores tell you how well your server
events match with customer information.
A higher score means a better match and
more chance of successful conversions
at lower cost.

15. 15
90-DAY PILOT RESULTS
+36% Add to Cart
+31% Page View
+27% View Content
+1% Purchase
Event Match Quality Scores
Improved Across the Board
Skincare Brand
+27% Add to Cart
+23% Page View
+21% View Content
+1% Purchase
Luxury Fashion
Brand

16. Apple Limits 1P Tracking, Impacting Email.
Frances Valentine Abandon Cart Flow Analysis
Source: Bronto October 1- December 31 YoY
Problem
● Webkit browsers (Safari, all iOS browsers, including
Chrome) prevents tracking on first-party cookies past 7
days.
Insights
● Blotout captured 703 more contacts than Klayivo was
able to capture, contributing to an additional $2.3K in a
little over three weeks.
● Customers in the Blotout trigger flow converted 41%
higher than customers in the Klaviyo triggered flow.
● Customers in the Blotout flow engaged with content
similarly to customers in Klaviyo flow and did not
increase the unsubscribe or complaints rate.
Key Takeaway
● Enabling the Blotout Abandoned Cart flow captured 21%
of the overall abandoned cart revenue, plus strengthened
the overall conversion rate.
● Recommend enabling Blotout Browse Abandon and
Checkout Abandon flows, expect similar positive results.
12/15/2022 to 1/6/2023
Email KPI
Current Abandoned
Cart Flow Total
Blotout Caught What
Klayvio Didn’t
Delivered 2,677 703
Klaviyo Revenue $8,712 $2,327
AOV $264.01 $211.54
Conversion Rate 12% 17%
Open Rate 93% 86%
CTO Rate 11% 10%
Unsub Rate 0% 0%
Complaint Rate 0% 0%

17. Apple Limits 1P Tracking, Impacting Email.
Luxury Fashion Brand Abandon Cart Flow Analysis
Source: Bronto October 1- December 31 YoY
Problem
● Webkit browsers (Safari, all iOS browsers, including
Chrome) prevents tracking on first-party cookies past 7
days.
Insights
● Blotout captured 962 more contacts than Klaviyo,
contributing to an additional $4.9K in 49 days.
● Customers in the Blotout trigger flow converted 32%
higher than customers in the Klaviyo triggered flow.
● Customers in the Blotout flow had similar engagement,
unsub and spam rates as those in Klaviyo flow.
Key Takeaway
● Enabling the Blotout Abandoned Cart flow captured 17%
of the overall abandoned cart revenue, plus strengthened
the overall conversion rate.
● Recommend enabling Blotout Browse Abandon and
Checkout Abandon flows, expect similar positive results.
12/15/2022 to 2/2/2023
Email KPI
Other Email Marketing
Company Abandoned
Cart Flow Total
Blotout Caught What
Other Company Didn’t
Delivered 6,594 962
Klaviyo Revenue $22,934 $4,933
AOV $269.82 $290.18
Conversion Rate 13.51% 19.77%
Open Rate 93% 98%
CTO Rate 11% 9%
Unsub Rate 0% 0%
Complaint Rate 0% 0%

18. 18
All in-platform data from Facebook
Apple Limits 1P Tracking,
Impacting Email.
Email KPI
Standard
Platform
Abandoned
Cart Flow
Fix The Pixel
Caught What
the ESP Didn’t
Delivered 6,594 962
Standard Platform
Revenue
$22,934 $4,933
AOV $269.82 $290.18
Conversion Rate 13.51% 19.77%
9XX
Contacts added to
abandoned cart flows
that the ESP couldn’t
see
$5k Additional revenue
from
19% High value targets are
escaping the ESP
-26% Decrease in CPMs
Luxury Fashion
Brand

19. How Did We Do It?
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20. Infrastructure Infrastructure Infrastructure Infrastructur
Infrastructure Infrastructure Infrastructure Infrastructur
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Infrastructure Infrastructure Infrastructure Infrastructur
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Infrastructure Infrastructure Infrastructure Infrastructur

21. Key Takeaways
1. Collection is Busted. Feed the Pixel.
2. Facebook still works.
3. Infrastructure.

22. Q&A
NIRISH PARSAD
Practice Lead, Future of
the Web

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