In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial. As part of our ongoing partnership, Google recently conducted an exclusive training session on First Party Mode at our London office. First Party Mode is a groundbreaking new feature, designed to enhance data collection and improve ad performance. Here’s a recap of the key takeaways from our session.

Adam Taylor Data Infrastructure Lead - Google states: "First Party Mode represents a huge opportunity for advertisers to further improve their measurement foundations and benefit from increased observability - it's great to see the engagement from the Merkle team on this significant feature for 2025 and beyond"

What is First Party Mode (FPM)?

First Party Mode is a new capability that allows advertisers to serve Google tags from their own domain rather than from Google’s domain. This shift is significant because it helps mitigate signal loss associated with third party measurement restrictions. By loading tags from the advertiser’s domain, FPM ensures that more data is captured, leading to better conversion tracking and improved ad performance.

The Tagging Tangle: Why We Needed FPM

Imagine trying to build a house with incomplete blueprints. That's what digital marketers face with rising restrictions on how tags are loaded and executed. Browsers are becoming stricter about how scripts from third-party domains interact with user data.Tags being blocked currently affects 19% of UK browsing activity with many more browsers most likely to follow suit.

This isn't just a technical hiccup; it's a fundamental shift. We're talking about losing vital signals, hindering conversion tracking, and ultimately, impacting ROI. That's where FPM steps in, a beacon of hope in the storm.

Implementation Insights

As with most things, one size doesn't fit all. That's why there are four distinct pathways to implement FPM. You can leverage:

• Cloudflare CDN: Leverage its speed and security for robust and efficient FPM implementation.

• Server-Side Google Tag Manager (sGTM): Gain granular control and customization for advanced data management.

• Other Content Delivery Networks (CDNs): Utilise your existing infrastructure for seamless integration and optimised performance.
• Content Management Systems (CMS): (Coming Soon) Enjoy simplified FPM integration directly within your familiar CMS platform.

Each method offers unique advantages, tailored to your specific infrastructure and business objectives. Our team is here to guide you through this landscape, ensuring you select the optimal approach for your needs

Practical Benefits

So, why should you be excited about First Party Mode (FPM)? It boils down to three key advantages that can significantly impact your digital marketing efforts:

• First, imagine reclaiming lost conversions and gaining a clearer picture of your analytics. FPM ensures your Google tag works seamlessly, even with tightening browser restrictions on third-party data. This means more accurate tracking and a truer reflection of your campaign's performance.

• Next, let's talk about smarter conversion modeling. With FPM, the improved data you collect helps bridge the gap when gCLIDs are missing, leading to more precise and reliable insights.

• And finally, in an age of heightened security concerns, FPM delivers peace of mind. By reducing reliance on third-party integrations, you're creating a safer online environment for both your business and your customers.

In essence, FPM isn't just a technical upgrade; it's a strategic move towards more effective, secure, and data-driven marketing.

Final Thoughts

Our exclusive FPM training session was a resounding success, providing valuable insights into the future of data collection and ad performance. As we continue to navigate the complexities of digital marketing, adopting innovative solutions like FPM will be key to staying ahead.

"Enable First Party Mode by serving Google tags from your own domain to improve your conversion data, enable better modelling, and enhance security. Adopting FPM is a critical step to optimise your measurement strategy” Says Aymen Tabbakha Data & Tech Partner Manager at Google

If you have any questions about FPM, feel free to reach out to our team. We’re here to help you unlock the full potential of your digital marketing efforts.