98% revenue tracked after recovering lost order data | MCB

Jespers Planteskole helps private and business customers find everything related to plants and gardening supplies. The business ran both a physical store and a webshop, so many customers moved between online and offline before buying. That kind of journey was hard to track without missing conversions. When the brand decided to change the situation, tracking accuracy was 80%, and reports missed part of the purchase data. Together with MCB, a server-side solution was implemented, and order data was sent to GA4 and Meta through a server Google Tag Manager container.

Jespers Planteskole’s tech stack involved a Magento platform and various analytics tools. As users moved between these tools, important tracking data was frequently affected by browser restrictions.

Browser-side tracking also couldn’t maintain data persistence because of ad blockers and ITP (Intelligent Tracking Prevention). Reported data accuracy was below 80%, and without accurate conversion data feeding back into Google and Meta, their ad algorithms lacked the necessary data to optimize campaigns.

To solve this, Jespers Planteskole implemented a robust server-side tracking setup. The goal was to take full control of the data flow and ensure persistence regardless of browser restrictions.

Key components included:

• Server-side setup: added a cloud server between the website and ad platforms, so more events can still reach the platforms when browser limits and ad blockers reduce tracking.
• Filtering of internal traffic: a custom function filters out employee traffic at the server level, so reports reflect real customers.
• Self-hosted scripts: critical scripts from services like Google and Cloudflare are self-hosted to prevent unintended data transfers without consent and support GDPR compliance.

Before the change, data accuracy was below 80%. After moving to the new setup, the brand reported tracking 97-98% of revenue, which gave them much clearer insight for campaign management.

• Lead tracking improved from about 80% to 98%.
• Revenue data is now accurately preserved from first click through to the final order.
• Google and Meta could receive conversion data again, so their algorithms finally had the feedback needed to optimize campaigns.

Before adopting a server-side setup, the marketing team operated without a clear view of which campaigns produced results. Tracking accuracy was improved with a server-side solution, and marketing spend was connected to actual business revenue. This allowed budget allocation to be based on reported revenue and supported business development.

Client-side tracking was failing due to browser restrictions, ITP, and third-party tool limitations. A server-side setup was implemented to reduce missing order events and keep reporting reliable for marketing decisions. Because data went through a server before it reached analytics and ad platforms, consent requirements were applied when events were forwarded, which supported GDPR rules.

• Data persistence: server-side tracking ensures cookies and scripts work reliably despite ad blockers and ITP.
• Data privacy and control: the setup gives you full control over your clients data.
• Better ad performance: the server-side integrations for Meta and Google give the ad algorithms high-quality data so you receive improved campaign results and reduced costs.