Ecooking was founded in 2016 and sells high end skincare and makeup products in both retail and online.
While most of the revenue comes from email thanks to a loyal customer base that appreciates the products, both Facebook and Google Ads are essential in getting new people to know the brand.
Google Ads in particular was limited as campaigns did not look profitable. High competition in the segment means higher click-prices and that scaling is not as easy as just enabling a Smart Shopping-campaign and turning up the volume.
For this reason, Ecooking and agency Obsidian Digital decided to improve the tracking-setup.
While Facebook was already running on serverside tracking thanks to Conversions API Gateway, Google Ads was not. But the CMS - Shopware - was already outputting the relevant dataLayer-parameters making it easy to set up tracking using Google Tag Manager.
Agency Obsidian Digital set up a serverside Google Tag Manager-account and used Stape.io to quickly enable serverside tracking for both:
The work took an estimated 10 hours including everything from setting up subdomains to enable first party cookies to uploading the finished changes in the new serverside setup.
After enabling serverside tracking via Stape.io, the results were significantly improved in both Google Analytics and Google Ads:
These results powered by Stape.io now allow Ecooking and agency Obsidian Digital to scale campaigns that are profitable, but previously did not appear so - thus enabling further growth for the company using digital marketing.
We can manually install server-side tagging infrastructure on your servers and adapt it to your need. Custom setup on your servers . Yeah, we mean it.
Find out how to use server-side tracking with Google Tag Manager and avoid being blocked by AdBlocker.Jan 22, 2021
Want to track the results of your Google Ads (AdWords) campaigns? Then you need to see what users were doing on the site after they clicked on your ad. The typical user actions include submitting a contact form, adding something to a cart, or completing a purchase. What if you decided to move your tracking to a server-side? In this article, I’ll show you how to set up Google Ads (AdWords) conversion tracking using Google Ads tag for the Google Tag Manager server container.Nov 12, 2020
In this article, I will describe the advantages of using GA4 and GTM server tagging. You can use it as a step-by-step guide on how to send events to GA4 via the GTM server container. As for eCommerce/enhanced eCommerce, I will cover it in another article.