Maryna Semidubarska
AuthorKey takeaways
Jespers Planteskole helps private and business customers find everything related to plants and gardening supplies. The business ran both a physical store and a webshop, so many customers moved between online and offline before buying. That kind of journey was hard to track without missing conversions. When the brand decided to change the situation, tracking accuracy was 80%, and reports missed part of the purchase data. Together with MCB, a server-side solution was implemented, and order data was sent to GA4 and Meta through a server Google Tag Manager container.
Jespers Planteskole’s tech stack involved a Magento platform and various analytics tools. As users moved between these tools, important tracking data was frequently affected by browser restrictions.
Browser-side tracking also couldn’t maintain data persistence because of ad blockers and ITP (Intelligent Tracking Prevention). Reported data accuracy was below 80%, and without accurate conversion data feeding back into Google and Meta, their ad algorithms lacked the necessary data to optimize campaigns.
To solve this, Jespers Planteskole implemented a robust server-side tracking setup. The goal was to take full control of the data flow and ensure persistence regardless of browser restrictions.
Key components included:
Before the change, data accuracy was below 80%. After moving to the new setup, the brand reported tracking 97-98% of revenue, which gave them much clearer insight for campaign management.
| "Our server-side setup has given us a significant advantage by ensuring more accurate data and improved collection, which forms the foundation for evaluating and optimizing our online marketing performance." |
| Anders Juul, Managing Director at Jespers Planteskole |
Before adopting a server-side setup, the marketing team operated without a clear view of which campaigns produced results. Tracking accuracy was improved with a server-side solution, and marketing spend was connected to actual business revenue. This allowed budget allocation to be based on reported revenue and supported business development.
Client-side tracking was failing due to browser restrictions, ITP, and third-party tool limitations. A server-side setup was implemented to reduce missing order events and keep reporting reliable for marketing decisions. Because data went through a server before it reached analytics and ad platforms, consent requirements were applied when events were forwarded, which supported GDPR rules.
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