Use Case - Online ID

PRELIMINARY SITUATION

Third-party cookies are being banned

In November 2021, Google announced that they too (after Apple) would ban the use of third-party cookies from 2023 onwards. This was the moment for Online ID to take action and explore the possibilities.

We can confidently say that Online ID is a pioneer in server-side tagging. Online ID began its first server-side tagging pilot projects back in 2021.

Several software solutions have been tested for this. In the search for a suitable partner, the level of knowledge and the degree of support were very important. After all, it concerned a completely new technique about which little knowledge was available.

Online ID primarily works for e-commerce parties. Setting up server-side tagging correctly for this can be particularly challenging. You're dealing with different systems, data layers, conversion values, etc.

“In the beginning, in particular, we encountered many challenges. You already had a lot of experience with data layers, webhooks, and the like. That's why your support, especially in the initial phase, was incredibly valuable.”

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THE PROCESS

Even a 1% data loss can be too much

A workshop was planned on-site to go through the implementation process step-by-step. The first implementations were carried out jointly, but Bonnie was soon able to get started with the implementations independently.

“Especially at the beginning, we naturally needed help. It was completely new, so it was very good that we received the help we needed from you. The documentation that is available is also super handy when carrying out the implementations.”

As Head of Measurement Naturally, Bonnie wants to have as much data as possible. Even 1% less data is actually too much and can have a significant impact.

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CURRENT SITUATION

Complete reporting

The data they now have available for their customers is much more specific and complete.

More than 85% of Online ID’s customers have now switched to server-side tagging. The aim is for everyone to make the switch eventually, as data throttling affects all websites.

It is often still a big step for the smaller clients. The challenge there is to make the added value clear, especially since there are costs associated with it. Meanwhile, a large proportion of the smaller clients have also switched over.

Ultimately, it's all about results. Customers want to know what the return is. Complete data contributes to that.

“We can report to our customers much more comprehensively, thus demonstrating our added value.”

Not only does the customer benefit from the data, but the team can also do their jobs much better. They gain much more insight into which channels yield the desired results and which do not, and thus can run campaigns much more effectively.