Onyx Cookware Boosts Google Ads Performance with 115% More Measured Conversion Value

Tackling Tracking Limitations with Server-Side Tagging

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Onyx Cookware, a Danish kitchen equipment brand, was seeking a more accurate way to measure the effectiveness of its Google Ads campaigns. The brand, along with its sister brands, Nexsmart and Zenbed, struggled with the limitations of client-side tracking, especially concerning data loss from browser privacy features like Intelligent Tracking Prevention (ITP) and third-party ad blockers. To tackle this, Onyx Cookware partnered with Obsidian Digital to implement server-side tagging using Stape.io, a platform that simplifies the setup of server-side Google Tag Manager (GTM).

The goal was to improve data collection, bypass the limitations of client-side tracking, and achieve more accurate conversion tracking, ultimately enabling better budget allocation towards high-performing campaigns.

Migrating to Server-Side Tagging for Enhanced Conversion Data

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Onyx Cookware migrated to server-side tagging by setting up a Google Tag Manager container hosted on Stape.io, which acted as a central hub for collecting and processing data. The integration with Google Analytics and Google Ads was maintained, allowing for an easy transition. Additionally, Enhanced Conversions were implemented to capture more precise conversion data using first-party data like hashed emails, even in the absence of cookies. This upgrade helped ensure more accurate reporting and a clearer understanding of campaign performance.

115% Increase in Conversion Value with Improved Tracking

After implementing server-side tagging, Onyx Cookware saw a dramatic improvement in their ability to track and measure the success of their Google Ads campaigns. The conversion value tracked increased by 115% compared to the previous client-side setup, showcasing the power of server-side tracking. The ability to capture view-through conversions and bypass browser privacy issues led to more accurate data, which directly contributed to better budget optimization and increased return on investment.