Introduction and Episode Setup

This section introduces the episode, highlighting that it's Jordan West's 600th episode and that he's doing things differently. Jordan discusses the importance of the conversation with Ichi Wu about the conversion API problem and the impact of Safari's changes on data tracking. He also promotes TAP card, a mobile app builder for E-commerce brands.

Yiqi Wu's Background and Introduction

This part introduces Ichi Wu, the CEO and founder of Amer, and asks her to share her background. Ichi describes her experience, including her time at Meta and Reddit, and her role in building an A/B test platform at Reddit. She also explains the inception of Amer and her intense coding period.

Understanding the Conversion API Problem

In this section, Jordan asks Ichi to explain the problem Amer is trying to solve, mentioning other players in the data space like North beam and Triple Whale. Ichi explains the deprecation of third-party cookies by Safari and its impact on ad tracking and user data.

Impact of Safari's Changes and Historical Context

This part explores the timeline of the issue, with Jordan mentioning the ad apocalypse in 2021 and email tracking changes in iOS 15. Ichi explains that the issue started about a year and a half ago and is still affecting ad platforms, and she shares insights from her time at Facebook.

Conversion API and Data Processing

This section delves into the concept of Conversion API (CAPI) and its role in server-side tracking. Ichi contrasts browser-side tracking with server-side tracking and explains how Amer differentiates itself by processing data more comprehensively than just using CAPI.

Aimerce Unique Data Processing Approach

In this part, Ichi elaborates on how Amer identifies return users using first-party cookies and merges user profiles. She explains how Amer handles scenarios where users visit the same ad on different devices or use different emails for checkout. Challenges with Third-Party Tools and Data Reliability This section discusses the challenges with third-party tools like CAPI connectors and the issues of over-reporting and under-reporting. Ichi explains the reasons for over-reporting and the importance of storing data locally to avoid losing valuable information.

Evaluating Performance and ROAS

This part focuses on the expected performance improvements and ROAS when using Amer. Ichi explains the concept of Event Match Quality (EMQ) and the challenges of quantifying ROAS improvements.

Final Thoughts and Future Plans

In the final section, Jordan inquires about the future plans for Amer and how it differentiates from other tools. Ichi mentions the rapid growth of Amer and the upcoming phase of developing AI tools for decision-making and strategy planning.

Conclusion and Call to Action

This part concludes the episode, with Jordan thanking Ichi for the insightful conversation and promoting Amer's website. He shares his enthusiasm for working with SaaS companies in the founder stage and encourages listeners to share the podcast with other E-commerce store owners.

Keywords

conversion API, Safari, E-commerce, Yiqi Wu, Aimerce, Meta, ad tracking, third-party cookies, server-side, data processing, first-party cookies, ROAS, AI, strategy.