Overview

The Challenge: Returning Customers Show up as New Users

Marketing destinations like Facebook & Klaviyo rely on cookies to identify customers on your website. However, browser, iOS, & cookie restrictions are making it harder for destinations to correctly identify returning users, resulting in these returning customers showing up as anonymous.

For example:

• A customer visits your website & signs up for email. Klaviyo cookies and creates a profile for them.
  Seven days later, their Klaviyo cookie expires.
• The next day (Eight days since their first visit), they visit your website again, adds an item to their cart, but doesn't purchase.
• You should be able to send a cart abandonment email to them. However, because the Klaviyo cookie expired, Klaviyo sees them as a new anonymous user. Therefore, you miss out on that sale.

The Solution: Elevar's Session Enrichment 

What would sending 10-30% more cart abandonment emails do for your business? That's the percentage of extra identifiable events we've seen Elevar send with our customer identity tracking solution, Session Enrichment. Elevar uses a 1-year server-set cookie to identify returning users, which is not affected by the restrictions that impact browser cookies.

In the example above, when Klaviyo wasn't able to identify which customer added a product to their cart, Elevar would be able to do this. [Learn More]

Session Enrichment and Extending Attribution

In addition to storing user identifier information, Session Enrichment also stores attribution information like click IDs, UTMs, & referrers.

This means that you send more attributable conversions to your destinations.

Most Click IDs get stored as browser-set cookies in the user's browser and as a result, they must also adhere to browser restrictions. Even if the browser-set attribution expires after 24 hours or 7 days, Elevar still retains that attribution information and sends it to your server-side destinations. This also helps reduce direct traffic in GA4's event-scoped Source / Medium values.

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Note: You can control your Attribution Window in your destination, so old campaigns won't be attributed to recent sales.

How to Benefit from Session Enrichment

Learn how to maximize your benefit from Elevar's user identity tracking feature.

Make Sure Session Enrichment in Enabled

On my My Tracking page, make sure the Session Enrichment Source is enabled. When enabled, Session Enrichment allows Elevar to listen for email signups, SMS singups, user logins, and checkout events connect those email addresses and phone numbers to a unique user id for identity tracking, and send future server events with that email address and phone number for that user.

• Begin on your Elevar homepage, and use the left-hand menu to click on the "My Tracking" tab.
• Navigate to the "Sources" section of the page and locate on the box titled "Session Enrichment".
• If Session Enrichment is enabled, you will see a small box labeled "On" highlighted on the Source.
  • (See Figure 1)

Figure 1

Ensure that Email Signup Tracking is Firing:

• To ensure Session Enrichment is working to it's fullest, test signing up for your marketing emails on your website.
• After you sign up, if you see a dl_subscribe event being sent to Elevar in your developer console's network tab, then you know it's working

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Note: If you're on data layer version 3.4+ or our Shopify Soure and using either a Klaviyo pop-up, Attentive pop-up, Postscript pop-up, or the Native Shopify Footer for email capture, you're good here!

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Note: Using a different pop-up software provider?

We'd love to integrate with them - but we need their buy-in (which you can influence!). Ask your email signup software provider to connect with Elevar's Product team by emailing [email protected] to learn about Elevar's integration requirements.

In the meantime, your development team can build a dl_subscribe event following our schema.

Migrate Your Tracking Server-Side:

Sessions are enriched when events are passed to your server-side destinations. Utilizing the server-side destination whenever available for your marketing channel will grant the greatest benefit from session enrichment.

• Begin on your Elevar homepage, and use the left-hand menu to click on the "My Tracking" tab.
• Navigate to the "+ Add Destination" button in the upper right hand corner of the page.
  • After clicking on the "+Add Destination" button, an additional pop-up window will appear where you can search all available destinations.
  • (See Figure 2)

Figure 2