30% less data loss for a Swiss fresh pet food brand | Sementa

Sementa specializes in creating tailor-made tracking solutions to ensure tracking is never a problem for clients again. They stepped in as an external partner of Stape and presented server-side tagging benefits to a leading brand in the fresh pet food industry in Switzerland. 

The client company faced a unique challenge due to its custom e-commerce setup in Wix, which does not use Wix’s native eCommerce platform. As a result, standard plugins provided by Wix were ineffective for tracking needs in Google Ads, Google Analytics 4, and Meta Ads.

A more sophisticated solution to implement proper e-commerce tracking that aligns with their custom setup was necessary. Before adopting Stape, the client relied on Google Tag Manager for their data-tracking efforts. However, this setup was lacking in accuracy and comprehensiveness resulting in unreliable data and analytics.

The company is utilizing several key services from Stape, including the Custom Loader and Cookie Keeper, as well as the server-hosting capabilities that form the backbone of their server-side tracking setup. The entire implementation took approximately 4-6 weeks due to the need for collaboration with a developer.

The process involved writing custom eCommerce dataLayer code snippets following Google’s syntax, providing detailed implementation instructions, capturing user data, and ensuring all aspects of the dataLayer implementation were correctly executed according to best practices. 

If a proper dataLayer had been in place initially, the process might have been shortened to around 2 weeks. A significant amount of time was invested in implementing, testing/debugging, and continuously optimizing the setup.

The primary improvement was the accuracy of tracking and attribution, which enabled the client and their marketing agency to make more data-driven decisions. While specific pre-implementation data points were not available due to insufficient tracking, post-implementation analytics from Stape indicated that from August 6th to August 22nd, 29.62% of their data was impacted by tracking prevention mechanisms. 

This suggests that, before implementing Stape’s solution, the customer  was potentially losing up to 30% or more of their data due to inadequate tracking capabilities. When looking at the Meta Ads Manager in one month after implementation a 86.28% drop in cost per purchase was noticed (9th of May to 9th of June 2024).

Following the implementation, Sementa client successfully integrated several advanced tracking capabilities, including  Consent Mode V2, Google Ads tracking, Google Analytics 4 tracking, and Meta Ads tracking. 

The focus was on enhancing data accuracy with server-side tracking and capturing detailed user information, including configuring the GA4 user_id for better analysis and insights. All eCommerce tracking was customized to fit the company’s unique setup. 

Sementa recommends Stape to their clients because it is cost-effective, user-friendly, and offers powerful features like custom power-ups that allow for rapid configuration of GTM containers before full implementation. Moreover, Stape provides more comprehensive data collection capabilities. Our support team is available, and the knowledge base and community resources are invaluable. If you have any questions, don’t hesitate to contact us or submit a ticket.

A big thank you to Kristian Krogh Bang for preparing this case study of our products' use.