Maryna Semidubarska
AuthorKey takeaways:
A fast-growing skincare eCommerce brand worked with our partner Transparent Digital Services to fix tracking gaps that were blocking clear reporting across Meta, Google Ads, and GA4. Client-side tracking gave inconsistent numbers, low event match quality, and missed conversions. Server-side tracking on Stape helped solve this.
Before server-side, the brand had:
These gaps made it hard to scale paid campaigns and trust platform numbers.
The brand needed one framework where all events were processed clearly and sent to platforms without browser loss.
Server-side tracking through Stape gave:
The team chose Stape for the easy integration with Shopify and Google Tag Manager, fast setup, and stable long-term maintenance.
The setup used a server Google Tag Manager container hosted on Stape. All browser events were sent to a cloud server, processed there, and then forwarded to platforms.
The integration included:
Early in the rollout, small differences between Google and Meta were fixed by adjusting GTM settings. After that, the setup ran smoothly and delivered stable, accurate reporting.
Only a few days after launch, the brand saw clear improvements:
This showed a much stronger link between on-site actions and platform identifiers.
GA4 recorded a strong uplift in purchases after moving to server-side:
This confirmed that browser tracking was under-reporting real conversions and losing events due to consent and browser limits.
Data from server-side tracking was higher and more stable, giving the brand better reporting for analysis and budget planning.
Google Ads data showed a lower cost per purchase after the rollout:
The drop showed that better tracking sent stronger signals into Google's systems and cut cost per purchase by 39.39%.
With stable tracking, the brand's conversion rate increased by 10%. This came from better attribution, higher match quality, and more accurate retargeting.
Before server-side (1 Dec – 11 Mar):
After server-side (12 Mar – 1 Jun):
Cleaner events helped Meta match more users, target better, and learn faster.
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