Understanding anonymous-to-known user behavior is critical to creating a true customer journey.
It also improves CDP addressability by 3-5x.
That's because, for many companies, a large percentage—often the majority—of their user interactions are anonymous. Tracking the path to purchase requires visibility into all user behavior, even before a person logs in or signs up.
For now, this can sometimes be done with third-party cookies, but modern browsers are likely going to deprecate them. Firefox and Safari have already phased them out: Chrome will ditch them in 2023.
Fortunately, MetaRouter has the solution.
How MetaRouter Tracks Anonymous-to-Known Users
MetaRouter collects data in a first-party context, which means your organization is in control. Not only are there obvious privacy and compliance benefits, but MetaRouter's process also provides a significant increase in website performance, impacting SEO and revenue.
Here's how we process anonymous user behavior in a secure way:
1. A person visits your product page. The browser tracks them via MetaRouter, which runs on your private cloud (ie. the visitor’s behavior is secure).
2. MetaRouter creates a unique ID and stores it in the browser as a first-party cookie (these cookies aren't going anywhere!). This ID will be tied to every future event.
3. MetaRouter then connects with all your vendors and checks for matching user IDs.
4. All known identifiers are added to the data set, revealing a wealth of previous events that can be added to that user's profile.
5. If/when the user finally signs in, the unique ID is updated. Even if they don’t, a robust customer journey emerges for visualization in your CDP or analytics tool.
In addition to creating your user journey, using MetaRouter’s Unique ID gives you the ability to know more about your users while better protecting their information:
- Control who can sync a user’s identity
- Expect up to 30% more events tracked when integrated with MetaRouter
- Revoke identity access for vendors with a few clicks
- Set your own compliance standards to respect your users’ tracking preferences
- Eliminate duplicate event and identity sync calls from the browser
If you want to find out more and start tracking your anonymous users, reach out anytime.
