We, at Stape, are grateful to continue receiving case studies on how server-side tracking enhances the tracking process of our users. Due to browser restrictions and ad blockers, the number of people willing to switch to server-side tracking has increased significantly over the past years.
Our partner, Measure Your Web, has expertise in optimizing e-commerce funnels, combined with the effectiveness of server-side tracking, it has led to remarkable results for their client in Slovenia.
Measure Your Web’s client is a Slovenian company specializing in supplements for better immunity and overall health. As the business has developed, the need for precise tracking has increased, as it helps make better data-driven decisions.
The client’s marketing efforts didn’t perform at their full potential because of limitations in client-side tracking (some data was lost due to browser restrictions and ad blockers).
One of the clients’ marketing channels is PPC, which requires significant investments. To analyze the campaigns’ performance effectively, the client needed a solution that could help get the most precise conversion number and attribution.
To achieve data accuracy, it was decided to switch to server-side tracking, which included the following setups:
1. Creating the custom domain in the sGTM container that helps bypass ad blockers and browsers’ restrictions.
2. Setting up Cloudflare to proxy both servers through the same IP address.
To compare the difference between the number of conversions from client and server-side tracking, Measure Your Web has left the old GTM container as it is and created a new GA4 property for server tracking.
In the first case (client-side), conversions were imported from the old GA4, and in the second case (server-side), the number of conversions was sent to Google Ads from the server configuration.
The comparison results are shown in the screenshot below. With server-side tracking, the client has received a 34% increase in conversions.
Server-side tracking can significantly improve your marketing campaigns by providing more accurate results that allow you to make data-driven decisions. As shown by the comparison between client-side and server-side conversion tracking, kindly provided by Measure Your Web, you can expect to track at least 34% more conversions with sGTM.
Stape has lots of tags for server GTM! Click on Try for free to register and check them all.
