Why do huge advertising platforms from Facebook and Twitter still rely on pixel tracking? Why don’t they develop an internal Zapier-like tool that connects their ad platform to various email services, databases, opt-in tools, etc.
A few tweaks to the “Login with Facebook” or “Login with Twitter” functionalty and both of these companies could have a 1:1 sync between FB/Twitter ads and a FB/Twitter opt-in.
There are hundreds of thousands of people using Facebook ads, and probably tens of thousands of users that don’t have a good analytics setup, and don’t have the ability to properly track long-term benefits from Facebook. Some of that data is visible in the advertising panel, and if you know what you’re doing it’s easily found in something like Google Analytics, but it takes a significant amount of sophistication to setup a good tracking system that is tied into your CRM/CMS.
From a high-level, Facebook drives tons of traffic, tons of engagement for most websites; especially content-driven websites. Why doesn’t Facebook make it easier for these advertisers to track the benefits of Facebook traffic, and more closely integrate their website with the Facebook infrastructure?
For Twitter, why don’t they expand to a CMS platform for publishers? Like WordPress, but built with the power of Twitter and powered with Twitter integrations? Anyone can create their own publishing engine with Twitter+Publish, grow an email list, send emails, send custom tweets to groups of people based on how they came to your site or what content they are engaging with. If you had direct integrations with Twitter, there would be tons of segmentation options, and it could provide an engine to drive better Twitter newsfeeds.
The sooner we can get big advertisers like Facebook and Twitter to make form/payment-submissions+analytics+data sharing integrations a priority, the sooner we can democratize data-driven marketing. Will it be Facebook payments? Or Twitter payments? Will it be Facebook opt-ins or Twitter opt-ins? Only time will tell.