Improve Event Match & tracking quality with Enricher power-up

Server-side enrichment helps improve the quality and completeness of event data. With this approach, incoming requests are supplemented with additional user information that was collected earlier. This is especially valuable when events don't contain enough identifiers for analytics and advertising platforms to recognize and connect user interactions.

For example, a user may submit their email in one session, browse from another device later, or complete a purchase offline. Without sufficient identifiers in each request, platforms can't match events correctly or associate them with the right customer journey, resulting in fragmented data and less accurate attribution.

Enricher is a Stape power-up that enables server-side enrichment. It automatically stores selected user data from incoming requests and reuses it to enrich future requests when information is missing. This helps improve user matching and creates a more complete view of customer interactions across sessions, devices, and channels.

In this guide, we consider in detail the value that Enricher can bring to businesses as well as how to configure the power-up.

Problem: platforms such as Meta and Google perform better when more user identifiers are available in events. When identifiers are missing, match quality decreases.

How Enricher can solve it: Enricher helps solve this problem by enriching incoming requests with already known user information whenever available. 

For businesses that invest in paid advertising, even small improvements in match quality can have a significant impact on campaign measurement and optimization.

Problem: many businesses generate revenue long after the first website visit.

A prospect may:

Without a way to connect these interactions, attribution data is lost.

How Enricher can solve it: Enricher helps fill the gap between different steps in the customer journey. It can connect fragmented touchpoints and enrich offline conversion events with known customer information.

This creates better visibility into which marketing activities actually influence revenue. Stitching these delayed CRM events back to the original session establishes full-funnel GA4 lead-quality tracking, allowing you to move beyond initial form fills and value campaigns based on actual paying customers.

Problem: customers frequently switch between devices. A person might discover a brand on mobile, research on a tablet, and finally purchase on a desktop.

Without shared identifiers, these interactions often appear as separate users.

How Enricher can solve it: Enricher helps unify activity across devices since it reuses previously known identifiers, making it easier to recognise the same user throughout their journey.

To configure Enricher power-up, you need to create a Stape account if you don't have one yet. The power-up is available starting with the Pro plan. For Custom plans, Enricher is available at a separate price after consulting with our sales team.

However, you can start with the free plan to see how server-side tracking works and find out whether it's a good fit for your business before upgrading.

🤔Who is Stape?

Stape provides server-side tracking infrastructure that helps businesses collect, process, and send data to analytics and advertising platforms more reliably and securely. 

Server-side tracking is especially valuable for businesses that invest in paid advertising. By moving tracking logic to the server, you can improve data collection reliability and make tracking more resistant to ad blockers and cookie limitations.

Stape offers solutions such as:

Server-side Google Tag Manager (sGTM) hosting

Server-side Google Tag Manager (sGTM) hosting is the most flexible option if you need to configure server-side tracking for multiple platforms.

Additional tools designed to improve tracking quality and data accuracy

If you are new to tracking, Stape has a free tool called Setup Wizard. It creates GTM tags, triggers, variables, and a client based on your tracking needs and automatically sets them inside web and server GTM containers. As a result, you get ready to use the tracking setup without any manual configurations.

Stape develops power-ups that improve data quality and make data tracking configuration easier (such as Custom Loader to protect data from the impact of ad blockers, Cookie Keeper to prolong the lifetime of cookies, etc.). 

In addition, you can use Stape's Website Checker for free to get a report on whether the website tracking and analytics setup is working correctly. It scans your site for common issues (like missing tags, misconfigured tracking, or blocked scripts) and highlights anything that could cause inaccurate data collection. As well, get a detailed step-by-step recommendation on how to fix the tracking problems.

Instead of manually setting up server-side infrastructure for the platforms you use (e.g., Meta, Google Ads, TikTok). You can use a free solution by Stape - Setup Wizard. 

You just need to specify the platforms that you need to configure server-side tracking for - the web and server GTM components (tags, triggers, variables, clients) will be populated and automatically added to your containers.

Enricher is a useful addition for server-side tracking setups. It helps minimize data fragmentation and improve visibility across the customer journey. 

Reusing previously collected identifiers, the power-up improves event match quality and connects online and offline interactions. The Stape's solution gives businesses a clearer understanding of user behavior and the real impact of their marketing efforts.