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When you’re running a conversion campaign, there’s one thing you can’t afford: guessing. You’re not looking for vague interest. You’re looking for signals — real ones. From an audience who is ready to act.
That’s where first-party data changes the game – Whether it’s your own, or from a third party.
Marketers are already wired to think this way. You wouldn’t bid on a generic display audience when you could bid on someone searching “best TV under R10k”, right? Yet outside of search, many still rely on broad targeting methods alone to drive performance hoping intent will magically follow.
Spoiler: it doesn’t.
In this article, we’ll explain why first-party data is the key ingredient missing from most conversion strategies. Traditional targeting methods, like interest-based, intent-based or demographic targeting, still have their place. But on their own, they’re not enough to drive real results.
We’ll explore how marketers are combining these approaches with first-party data to sharpen precision, shift from assumption to action, and build strategies that actually convert.
Let’s get into it.
How to Improve Your Conversion Strategy
Most marketers agree: if your goal is to ultimately drive conversions (leads, sales, cross sell etc) , you need to find people who are actually in the market — not just vaguely interested.
But here’s the problem. You don’t always have access to that kind of behavioural insight — not unless someone’s already on your site, logged in, or deep in your funnel. That’s a big ask when you’re trying to scale.
That’s where Flow comes in.
We help brands run conversion marketing campaigns by providing access to intent-rich first-party data from trusted data partners who already have it.
Think e-commerce platforms, retailers, marketplaces — businesses that see real customer behaviour every day.
Instead of guessing who might be in-market, you can reach people actively searching, comparing products, reviewing terms, or returning to a checkout page. It’s sharper targeting, smarter conversion strategy, and better results all without needing to build the audience yourself.
This is what better conversion techniques look like: tapping into the real signals that move people from interest to action.
Third-Party Cookies Are Crumbling — And It Doesn’t Even Matter
Third-party data was never designed for performance — and it shows. Segments are often broad, outdated, and shared across countless advertisers. You’re not reaching real people showing real intent — just profiles based on past behaviour that may or may not be relevant anymore.
So while the industry debates yet another delay to cookie deprecation, here’s the truth: for brands focused on conversions, it doesn’t matter. It wasn’t working anyway.
That’s the real gap — not cookies. It’s the ability to see intent, target accurately, and measure results. That’s what third-party data lacks. And it’s what Flow makes possible.
If your conversion strategy still relies on third-party targeting, you’re not just behind — you’re aiming at the wrong audience entirely.
Smarter Conversion Strategies are Built to Last
The best-performing brands aren’t just chasing one-click wins. They’re investing in conversion strategies that compound — using every campaign to build sharper audiences, deeper insights, and more long-term value.
And that investment pays off in conversions. With every campaign, you’re not just driving results in the moment — you’re building a sharper, more qualified audience that gets easier to convert over time. It’s the difference between starting from scratch and starting with insight. That’s the power of always-on.
Modern conversion marketing involves:
- High-intent, timely signals over guesswork
- Smarter audience segmentation, even for niche products
- And always-on audience growth that doesn’t stop when the campaign ends
In a time where third-party cookies are fading and competition is high, brands using Flow are building sustainable, strategic ways to convert leads, retarget smarter, and scale outcomes over time.
Rethinking Your Conversion Strategy?
If you’re serious about converting leads, building retargeting pools, and reaching people when it matters most, it’s time to work smarter. That starts with intent, and it starts with first-party data — the kind you can access through Flow’s data marketplace, without needing to build it all yourself.
Flow gives you:
- Access to high-quality, high-intent audiences
- A dynamic, broad range of audiences to choose from or build with
- Exclusive access to audiences from a network of leading South African business’ from industries like FMCG retail, entertainment & ticketing, BYPL, travel, health and fitness, property, reviews and comparisons and more
- Campaigns that convert today and retarget better tomorrow
- A smarter way to target, test, and drive conversions
Whether you’re running conversion marketing for a premium brand, scaling e-commerce, or looking to drive better ROI across channels, there’s a better way to do it.
Start with intent. Start with Flow.
