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Retargeting abandoned shoppers (CAPI + First-ID)

This use case aims to re-engage visitors who have shown interest (viewing products, adding items to their basket) but have not completed their purchase, by overcoming current technological barriers.

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1. The problem: loss of visibility (ITP/ETP)

Today, on browsers such as Safari or Firefox, third-party cookies and advertising identifiers are deleted very quickly (often within 24 hours or 7 days).

  • Consequence: If a user abandons their basket on Safari and returns 48 hours later, they are considered a new user. Platforms (Meta, Google) can no longer make the connection to retarget them.

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2. The Solution: Persistent & Server-Side Identification

The combination of First-ID and CAPI (Conversion API) via Commanders Act restores this connection:

  • Stable identification: First-ID generates a deterministic identifier that survives ITP/ETP restrictions for up to 13 months.

  • Secure transmission (CAPI): Commanders Act uses this stable identifier to send abandonment signals directly to the ad network servers.

  • Optimised match rate: By providing a high-quality persistent ID, you increase the likelihood that the ad network will recognise the user.

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3. Key benefits

  • Reach recovery: Retarget users on Safari and Firefox (approx. 30-40% of traffic).

  • Reduction in wastage: Recovery of 30-50% of lost conversions.

  • Media efficiency: Lower CPA and higher ROAS thanks to more precise targeting.

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4. How it works

  1. Collection: The visitor abandons their basket. First-ID identifies them persistently.

  2. Orchestration: Commanders Act retrieves this ID and the abandonment event.

  3. Activation: The data is sent via CAPI (Server-Side) to the media platforms.

  4. Conversion: The user sees a personalised advertisement and completes their purchase.

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Need help with implementation?

Configuring CAPI in combination with First-ID requires precise settings for your server-side feeds. Our experts will guide you step by step to restore your retargeting performance. Contact our support team to start your implementation: [email protected]envelope

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