The Escape: server-side tracking with Google
Background
Data protection keeps getting stricter, and the revised Swiss Federal Act on Data Protection (FADP) came into force on 1 September 2023. For website operators, the need for complete user and interaction data is becoming ever more pressing. For our client «the escape», website analytics is one of the key tools for planning and steering its digital marketing activities. In response to the ongoing tightening of the rules, we implemented a future-proof tracking solution that works for the long term.
Starting point
«the escape» is a Swiss company that offers playful escapes from rooms and situations at its locations. As an escape room operator, it sells its games through its own online shop. The previous tracking setup used client-side tracking with Google Tag Manager. With new data protection rules on the way, the company was looking for a solution that would keep sending, receiving and processing user and interaction data without losses from ad blockers or Intelligent Tracking Prevention (ITP).
What we did
To implement the tracking system for our client, we created a server-side container in the Google environment with all the necessary tools and resources. We designed, installed and ran this container on Google Cloud Platform (GCP) to ensure maximum scalability, reliability and performance. We also reworked the existing pixels for the new infrastructure so that they work seamlessly with the new server-side tracking system. Besides the tracking pixels for Google Analytics 4, this included the Facebook Pixel and the Facebook Conversions API.
In addition, we integrated and configured a dedicated subdomain for tracking, so that data collection is based on first-party cookies. These steps ensured a smooth transfer of the existing tracking system to the new infrastructure and improved data quality and integrity for our client.
Results
With server-side tracking in place, the traffic figures captured in Google’s and Facebook’s marketing tools improved. This allowed us to optimise the running campaigns and align them more closely with conversions and revenue.
Thanks to server-side tracking, we increased ROAS in Google Ads by 100%. We also optimised the cost per purchase and cut it in half.
These strong results are down to the server-side tracking implementation. It collects high-quality data that feeds the Smart Bidding algorithm. This allows more precise optimisation and makes our ad campaigns significantly more efficient. Our client now benefits from higher ROAS and lower cost per purchase, which lastingly improves advertising profitability.
The new tracking technology also improved the website’s page speed, an essential ranking factor for search engine optimisation.
Tag Management
Server-Side Tracking
Conversion Rate Optimisation