Maryna Semidubarska
AuthorKey takeaways
Helm, Special-Butikken, and Bolighuset are established Danish retailers operating in highly competitive markets. Like many businesses, they faced limited visibility into marketing data because of browser restrictions and ad blockers. Together with MCB, a server-side tracking infrastructure by Stape was implemented to restore data accuracy, which made campaign optimization and revenue growth easier to manage.
All three businesses operate large web- and physical stores with thousands of products and high sales volumes.
Helm: a leading retailer of bags and accessories that needed to track purchases across multiple devices.
Special-Butikken: a B2B and B2C hardware store with over 100,000 products.
Bolighuset: a furniture retailer competing in a high-value market.
Despite their different industries, those three companies faced a shared "blind spot": client-side tracking was failing to capture complete data due to ITP (Intelligent Tracking Prevention) and ad blockers.
The brands implemented a server-side tracking setup via Stape which allowed each company to solve their specific data challenges using a similar technical foundation but different strategies.
Helm focused on recovering lost data.
With more complete data, Special-Butikken changed their strategy.
Bolighuset used the reliability of Server-Side GTM Hosting by Stape to create a feedback loop between ads and sales.
With the new setup, the businesses saw immediate improvements in their numbers.
Helm: Achieved 100% order tracking. The data in Google Ads now matches their actual bank revenue perfectly, even if the user has an ad blocker.
Special-Butikken: After improving tracking and their Google Ads setup, the brand achieved a 55% increase in conversions.
Bolighuset: The reliable data allowed them to scale their budget effectively, driving a 56% increase in revenue.
| Client testimonial |
|---|
| "Now, many people see us online, helping us stand out from our competitors. Many of our customers appreciate our website, and more people come into the store saying they've found something online that they now want to buy." |
| Sanne Hundahl Special-Butikken Management |
These three brands show what better data looks like in real work. MCB clients did not only improve tracking, also changed how they run Google Ads and how products show in Google Shopping. So decisions are now based on real user actions.
Browser-only tracking does not always capture every purchase or every marketing signal. Cookies expire fast, and some requests never reach ad and analytics platforms. That is how reporting gaps start.
A server layer fixes part of this. Events still come from the browser, but pass through a server Google Tag Manager container hosted on Stape before being sent to ad and analytics platforms.
With more complete conversion data, it becomes easier to manage Google Ads and Shopping based on what actually happened, not on partial reporting.
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