100% orders tracked, +55% conversions, +56% revenue with server-side tracking | MCB

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.

• Incomplete reports: Helm could not make valid business decisions because their analytics numbers did not match their actual sales.
• Google Shopping issues: Special-Butikken had problems showing made-to-order items. Google Shopping did not recognize products with longer delivery times as available for purchase.
• Limited data for algorithms: Bolighuset lacked the detailed data needed to see exactly which ads and products converted. This made it hard to bid efficiently and run remarketing.

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.

• Server-side tracking was set up, so browser events first pass through a server layer before reaching GA4.
• A direct order fetch from Helm's CMS Cloud captured orders even when the browser flow missed them.
• Orders from the CMS Cloud were enriched with cookie data when needed, then sent to ad and analytics platforms.

With more complete data, Special-Butikken changed their strategy.

• The company implemented server-side tracking to improve data collection and more reliable measurement across devices and platforms.
• A Google Ads campaign structure was built using Performance Max, Search, and dynamic remarketing to reach customers at different stages of the journey.
• Landing pages were adjusted to show a clear 3 to 5 day delivery time for made-to-order items, so Google Shopping could register the products as available.

Bolighuset used the reliability of Server-Side GTM Hosting by Stape to create a feedback loop between ads and sales.

• Bolighuset implemented server-side tracking to get full insight into customer behavior and collect data across platforms.
• A Google Ads setup was built with Search, dynamic remarketing, and Google Shopping.
• A custom Excel sheet was used to track costs and returns across 70,000 product variants. Changes were then made at product and variant level.

With the new setup, the businesses saw immediate improvements in their numbers. Conversion rate, ROAS, and revenue are the eCommerce KPI that improved most visibly across all three brands.

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.

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.

• Helm stopped relying only on browser events. They also pulled orders from their CMS and used that to fill gaps when tracking missed a purchase.
• Special-Butikken combined server-side tracking with a Google Ads setup built around Performance Max, dynamic remarketing, and Search. They also improved shopping visibility for made-to-order items: landing pages showed a clear 3 to 5 day delivery time, so more products appeared as available.
• Bolighuset introduced server-side tracking, then managed Google Ads with search plus dynamic remarketing and Shopping changes for profitable items. It also tracked costs and returns across about 70,000 product variants in a custom sheet, so it could act at a variant level.

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.

• More data captured compared to client-side tracking: Stape ensures you track the orders, regardless of browser restrictions.
• Better ad performance: accurate server-side data feeds Google and Meta algorithms, lowering costs and increasing conversions.

• Data privacy and control: Stape's proxy solution keeps data secure and supports GDPR compliance while maintaining measurement accuracy.