# Retargeting abandoned shoppers (CAPI + First-ID)

### 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.

### 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.

### 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.

### **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.

### **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:** <support@commandersact.com>