Founded in 1887, Zumnorde is a leading German premium shoe retailer, operating 23 stores across Germany and a successful online shop. Known for its high-quality footwear and customer service, Zumnorde continuously seeks to optimize its marketing strategies to stay competitive.
In collaboration with Projecter the company implemented server-side tagging via Stape to enhance data accuracy and attribution in its online marketing efforts.
Zumnorde faced a significant challenge in accurately attributing revenue to its marketing channels due to browser tracking limitations. A crucial factor was the high number of users browsing on Safari, which accounted for 51% of Zumnorde’s traffic. Safari’s 24-hour cookie expiration led to a substantial portion of user sessions being inaccurately classified as Direct traffic in Google Analytics 4 (GA4).
This misattribution distorted the performance metrics of key channels, such as Google Ads and Email Marketing, and hindered effective budget allocation - ultimately resulting in a suboptimal growth.
To tackle these issues, Zumnorde and Projecter implemented server-side tagging using Stape. The setup included:
The server-side tagging implementation led to a substantial improvement in data attribution:
With more accurate tracking, Zumnorde can now:
Following this success, Zumnorde also implemented Facebook’s Conversions API, with plans to integrate more platforms for even richer data insights.
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