How we improved the client’s tracking by 40% on the sales funnel

Industry Pet health technology

40%+

More events recovered server-side

<2%

Unassigned traffic (down from 50%+)

16%

Attribution improvement

Context

The client contacted us because they were not able to track conversions and had a high volume of unassigned data on GA4. They reached out to fix conversion tracking, especially on Google Analytics 4 (GA4) and Google Ads.

Challenges

Fix Google Analytics 4 tracking.
Fix Google Ads conversion tracking.
Fix Meta conversion tracking.
Set up TikTok tracking and prepare it for future campaigns.

Solutions

GTM client-side implementation.
GTM server-side deployment via Stape.
Custom loader for ad-blocker bypass.
Cookie extension for ITP (Intelligent Tracking Prevention) mitigation.
Meta Conversion API integration.
Google Ads server-side conversion tracking.
GA4 server-side routing.
Full technical documentation.

Process and methodology

This was a project-based engagement. We did not work with the client under the subscription model.

1) Discovery

We had a kick-off meeting where we discussed the possibilities that could be affecting tracking on the website and possible solutions to fix that.

2) Planning

After that, we designed a tracking plan with all the recommended events and all the data layers that we would include, including the way we handle customer data for advanced matching and enhanced conversions.

3) Implementation

In coordination with the client’s IT team, we deployed all the events and tracked them with Google Tag Manager (GTM). We also deployed the GTM server through Stape, using it as a routing layer.

We set up a custom loader in order to avoid ad blockers and to replace the default Google Tag Manager loader on the website.

Through the GTM server, we applied the cookie extension in order to recover and mitigate the issues with ITP and cookie removal. This was based on a unique customer identifier created by the IT team, which is a first-party cookie generated by the store automatically when the user lands for the first time on the website. Based on this approach, if the cookies are erased, we are able to replace them when the user returns to the website.

We then set up on the server all the events needed for Meta. We’re running the Conversion API, the Google Ads conversions, and GA4 through the GTM server.

On the client side of Tag Manager, we are also sending the Meta Pixel events and collecting all the data. For GA4, it sends everything to the GTM server to route those events.

Additionally, TikTok was built into this foundational setup by default, so the client could activate campaigns at any point without additional implementation work.

4) Documentation & Handover

In the end, we delivered full documentation to the client of all the events deployed on the client-side container and the server-side container for smooth transitions and any future maintenance needed on this tracking structure.

Timeline

We reviewed the tracking in the first two weeks. We started seeing some results and made a few updates in order to improve their tracking and reporting. The full project was completed within one month.