Why Facebook pixels are failing advertisers
Privacy changes are breaking the martech stack. Apple’s iOS 14+ updates, ad blockers (43% global adoption), and browser restrictions (Safari, Brave, Firefox) have shortened attribution windows, eliminated third-party cookies, and made many users invisible to advertisers.
For small and medium businesses relying on Facebook advertising, the result is lossy, incomplete data that drives up cost per click (CPC) and weakens campaign performance.
Introducing Blotout
Blotout EdgeTag is the first privacy-preserving fix for Facebook data loss. Built with Cloudflare Workers and designed to run at the CDN edge, EdgeTag:
- Delivers pixels to Facebook in <3 ms with consent checks
- Ensures 100% consented Conversion API events
- Provides auditable opt-out with automatic deletion of user data
- Enables ID-based audience lookalikes for better future targeting
And setup takes just 2 minutes.
Journey to EdgeTag — why we built it
2021 brought three massive privacy headwinds:
- Apple iOS14+: mandatory consent, hidden SaaS blocked
- Browsers: Brave & Firefox limit third-party access to site data
- Ad blockers: 43% adoption globally (HootSuite)
At the same time, Google and Facebook recommended advertisers move to server-side tag management. But their solutions (Google’s server-side GTM and Facebook’s AWS API Gateway) are costly, complex, and not designed for SMBs without cloud accounts.
The paradigm shift at the CDN edge
CDN providers like Cloudflare, Fastly, and Akamai now enable serverless compute at the edge. This makes it possible to:
- Run microservices without dedicated servers
- Enforce local consent compliance by region
- Reduce egress costs
Blotout built patent-pending data replication technology to leverage this shift—replacing Google’s server tags with microservices that replicate data at the edge.
How EdgeTag works
- Deploys as a simple JavaScript tag
- Runs inside your own CDN infrastructure (not SaaS)
- Always-on Consent Mode by default
- Sends consented Facebook Conversion API events in real time
- Automatically deletes user data if opted out
Benefits of EdgeTag for SMBs and enterprises
- 2-minute setup — no servers, no engineering heavy-lift
- 30% CPC reduction — proven in case studies
- Platform independent — works across Facebook, Google, TikTok, etc.
- Single-tenant, 1st-party — runs in your CDN account, not shared
- Real-time signals — <3 ms event delivery
- Low cost — no AWS API Gateway or GCP lock-in
- Lossless — 1st-party data never blocked
- Compliance-first — GDPR/CCPA ready
Taking privacy seriously
- Consent checks built into every tag
- GPC (Global Privacy Control) integration coming
- Regional compliance enabled by CDN zones
- Full opt-out lifecycle: auto-delete IDs and signals
- Audit logs maintained at the edge
Blotout is not SaaS. EdgeTag runs inside your own CDN account, so you stay in full control.
What’s next for EdgeTag
- Expansion to Google Conversion API
- More edge-based microservices for consented data activation
- Complete replacement of server-side GTM with CDN-edge solutions
FAQs
Q1: How is EdgeTag different from Facebook’s AWS API Gateway?
A1: EdgeTag requires no cloud setup, servers, or DevOps — just a 2-minute install.
Q2: Can EdgeTag lower CPC?
A2: Yes. Case studies show an average 30% CPC reduction.
Q3: Is EdgeTag compliant with GDPR/CCPA?
A3: Yes. Consent checks are built-in, and GPC support is being added.
Q4: Does EdgeTag store customer data?
A4: No. EdgeTag runs in your CDN account. Blotout never has access to your data.
Q5: Which CDNs does EdgeTag support?
A5: Cloudflare, Fastly, and Akamai.