95% tracking accuracy after fixing a 30% conversion data gap in Google Ads and GA4 | ROI Assist

ROI Assist, a leading agency specializing in paid advertising and conversion tracking, faced significant challenges with tracking accuracy on Facebook Ads and Google Ads for their clients. With a gap of 40% in purchase data from Facebook Ads Manager and 30% in Google Ads, ROI Assist sought a solution to bridge this discrepancy and enhance their tracking capabilities.

The client was experiencing significant discrepancies in conversion data between Shopify sales and what was being reported on Facebook Ads Manager and Google Ads. Specifically:

• 40% of purchase data was missing in Facebook Ads Manager.
• 30% of conversion data was missing in Google Ads and Google Analytics 4 (GA4) reports.

This discrepancy led to an incomplete view of performance, affecting decision-making and budget allocation for campaigns.

To resolve these issues, ROI Assist set up Stape server-side tracking using Stape's Power-ups and Stape Store.The implementation included:

• Stape server GTM hosting
• Power-ups like User ID, Custom Loader, GEO headers
• Stape Store for storing click ID, cookie value, email and restore those data if deleted from visitor browsers.

By shifting from Shopify's native "Facebook & Instagram" and "Google" sales channels for tracking to Stape's robust server-side tracking, it was made possible to ensure that the data was accurately captured and reported back to the respective platforms.

The transition to Stape server-side tracking brought immediate and impressive improvements:

• Facebook Ads: Facebook Ads conversion tracking accuracy increased by 33.65%, from 60% to 93.65%.
• Google Ads and GA4: tracking accuracy improved to 95%, addressing the 30% data shortfall and enhancing overall data reliability.

These results demonstrate a significant improvement in data accuracy, leading to more effective campaign optimization and decision-making.

The successful implementation of Stape server-side tracking solutions has provided ROI Assist and their clients with a more accurate and reliable data tracking system. The reduction in data discrepancies has enabled better campaign management and optimization.