Danish Market-leader improves Google Ads-measurability by 17%

Overcoming Tracking Challenges with Server-Side Tagging for Google Ads

‍Workwear Group, a leading Danish e-commerce retailer specializing in workwear, faced challenges with tracking limitations in their Google Ads campaigns. Despite having a well-structured account and high-quality scores, they struggled with issues like adblockers, limited tracking windows, and purchases not always being completed on the same device used for the initial search.

To overcome these obstacles, Workwear Group partnered with Obsidian Digital and implemented server-side tagging through Stape.io. The solution included a custom loader to bypass adblockers and Safari’s limitations, as well as a “Cookie Keeper” function to navigate Apple’s Intelligent Tracking Prevention. The implementation also addressed the absence of email addresses in the data layer for Google Ads Enhanced Conversions by scraping and hashing the email addresses for more accurate tracking.

Implementing Server-Side Tagging to Improve Data Accuracy and Overcome Restrictions

The server-side tagging implementation improved data accuracy and extended cookie durations, overcoming the challenges caused by third-party tracking restrictions. The Consent Mode was also activated to estimate potential data loss due to lack of cookie consent, providing more reliable insights into campaign performance.

17% Increase in Revenue and Improved Digital Resilience with Server-Side Tagging

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The implementation of server-side tagging led to immediate improvements, particularly in Workwear Group’s largest advertising area—the Danish market:

• 17% increase in measured revenue, resulting in a significant seven-digit figure in additional annual revenue (in EUR).
  
  
• Improved website load speed by moving scripts server-side.
  
  
• Enhanced digital resilience, preparing the business for a cookieless future