Case study: Eyk platform optimizes tracking with Stape’s server-side integration

Eyk, a partner of Stape, is a leading e-commerce analytics platform that empowers teams to increase marketing ROI through insights into attribution, performance and segmentation.

Their fully automated and no-code platform empowers e-commerce marketing teams to increase marketing ROI, align priorities across the team and report on performance in an easy to use interface. You can pinpoint correct revenue attribution, monitor your most impactful KPI’s, segment your customers on buying behaviour and more, all while keeping full control over your business data. 

Problem: unreliable third-party data and high setup cost

As correct revenue attribution is a key challenge that users want to solve, the Eyk team embarked on providing them with attribution models they can control at an early stage of the platform development. However, as Eyk was relying on Google Analytics data as input for their models, they quickly found out that it came with major downsides in data completeness and reliability. 

Customer acquisition and retention/upsell are constantly under pressure as third-party cookies are being pushed out, the marketing mix complexity increases, demand for personalised touchpoints is strong and competition at an all-time high. E-commerce marketing teams need a centralized, reliable interface they like to work with to align on priorities quickly, dive deep into performance and opportunities and make marketing decisions supported by data.

And as everyone knows: data is everything in e-commerce. It’s what the business runs on as in-human contact with customers is relatively scarce. Yet, most current tools available to e-commerce marketing teams run on taking control over their business data, storing it in a black-box and controlling data models without transparency. E-commerce entrepreneurs need to find a way to take control over their data, how it’s created, where it’s stored and how it’s modeled. But this often means expensive and technically complex projects that have a high barrier to entry.

After Google Bigquery and Google Tag Manager, Stape felt like the right next piece of architecture to integrate for Eyk users.

Solution: integration of Stape hosting into Eyk platform

In the search for the most reliable, future proof source of attribution input data that the customers can control, Eyk’s team ended on server-side tracking as the way forward.

Just in a couple of weeks, the Stape and Eyk teams collaborated to integrate server-side tracking infrastructure into the Eyk platform.

Results

Now, Eyk tracking does not run through an obscure Pixel, that’s placed in your website that you can not run independently. Instead Eyk tracking runs on best-in-class tooling and architecture in the form of Google Tag Manager and Stape. That gives entrepreneurs a feeling of power that they deserve.

The integration process was seamless, with a well-functioning API and responsive communication. Stape and Eyk teams ensured a streamlined and automated onboarding experience for Eyk users.

Conclusion

For Stape users who run an e-commerce business, Eyk might be the perfect next step. Automatically integrate your server-side tracking setup with Google Bigquery and get ready-made insights like tracking performance, revenue attribution and customer segmentation in an easy to use interface for your team. Stop relying on third-party marketing platforms to report on your performance, take back control over your data and your business with Stape and Eyk!