First Party Data
What is First-Party Data and why it matters for Meta Advertising
May 9, 2025 · Michael Alt · 1 min read
First-party data is the customer and behavioral data you directly collect from your own properties.
What changed
Client-side pixel tracking is less reliable due to browser privacy controls, blockers, and attribution windows.
What to do next
- Move core conversion tracking server-side.
- Unify visitor identity over time.
- Enrich platform events with durable identifiers.
The brands that treat data quality as a performance lever typically gain compounding efficiency over the next 30-90 days.
Better than other CAPI platforms we tried. The Upstack team were great.
Leo Voloshin
CEO, Printfresh
27x
Average ROI
-15%
Lower CAC
90%+
Match Rate
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