From 40% to only 3% measurement difference

Moving quickly due to new privacy laws

When Consent Mode V2 was announced by Google, they had to move quickly to continue serving their customers optimally. Also, the percentage of 'unassigned traffic' was increasing for more and more customers, sometimes up to 40%. So a suitable solution had to be found.

The Consent Mode V2 deadline created urgency, but Tailor Digital wanted to find the right partner for this important step. Although they also considered other parties, their final choice fell on AdPage.

"The click with Koen was there right away, we had a good feeling. We were able to move very quickly, and because we recognized the urgency, we chose to do this together with AdPage."  

This quick decision proved to be a good one. Short lines of communication and direct communication allowed the first customers to be onboarded and transitioned to server-side tagging in no time.

Huge improvement in data quality

The implementation of server-side tagging through AdPage has led to impressive improvements in data collection for Tailor Digital's clients.

With one of the customers, the measurement difference became very clear. Before the implementation of server-side tagging, there was sometimes a 40% measurement difference. The backend measured 40% more conversions than GA4 showed. After the implementation this difference was only 3%, a huge impact.

"This improvement directly impacts the quality of decisions the advertising team can make. With more complete and accurate data, campaigns can be optimized in a much more targeted way."

A strategic choice for external expertise

Tailor Digital made a conscious decision to seek an external partner for server-side tagging, rather than build this expertise internally.

"It's nice to have a partner like AdPage as an extension of our organization, so we do have this specialty for our clients."

The benefits of server-side tagging through AdPage go beyond just more accurate data collection. For Tailor Digital's clients, it means a more complete data picture, leading to better campaign decisions. In addition, improved data quality ensures that the algorithms of platforms such as Meta and Google are better fed relevant information.

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