Yes. While we recommend tagging your digital properties to collect data about your audiences, we'd like to note that there are some properties you should not tag:
- International sites - Resonate is a U.S.-based company that delivers insights about U.S. consumers only and does not collect data from outside the U.S.
- Mobile Apps - We cannot get enough samples from Mobile Apps to predict insights
- Over the Top Devices - We cannot get enough sample on Over the Top Devices to predict insights
- Mobile-specific campaigns
If you have placed a tag on an email you've sent out, or you've tagged mobile in-app webviews, let's go over when you'll be able to view insights on these types of tags.
We're able to show insights on a Tag once we've seen enough statistically significant data to build an audience profile. To do this, we need to see enough matched modeled devices - where the device has viewed the Tag and is in our modeling infrastructure.
First let's talk about Email:
Match rates on Tags in an email can be far lower than Tags on websites. Email desktop clients and webmail clients, such as Outlook, tend to allow a Tag to be set but do not allow the Tag to persist. Meaning the email client can delete the ID from the Tag. The Tag is often set and counted but it is removed automatically when the user’s session ends, which delays us from capturing enough online behavior to generate robust models.
This creates a situation where more uniques than you're used to seeing with website tagging are required to achieve statistically significant sample for insights on an email Tag. Usually about 4 times more.
Next let's talk about Mobile:
Match rates on Tags on webviews in mobile applications can be can even lower than email tags. Webviews that occur in mobile apps also tend to allow a Tag to be set, but do not allow the Tag to persist. So the ID from the Tag is also getting deleted. Again this creates a situation where more uniques than you're used to seeing with website tagging are required to achieve statistically significant sample for insights on a mobile Tag. Usually about 10 times more.
Let's also talk about linking out from a mobile app. An example here is you're linking out to a landing page from a Mobile app, and it opens a user's browser. If that browser is Safari on iPhone, the tag isn't going to be recognized. The same is true for any channel that has a significant amount of mobile traffic, for example Facebook, Instagram, and other social media apps.
Why is this?
A large contributor to this problem, and an industry-wide challenge, is that Apple iOS and the Safari browser do not permit 3rd party cookies to be set. This is an industry level problem and not a Resonate specific challenge. This industry-wide lack of analytics beacon persistence means that 4x for email to 10x for mobile the amount of traffic can be required to achieve enough behavioral data capture to generate robust models. Analytic Tags, marketing trackers, and 3rd party cookies set in email clients and in mobile app webviews rarely produce modeled users.