Use Case - Pienter

PRE-SITUATION

Only 29% of the conversions were measured

As an online marketing agency, Pienter is naturally responsible for the results of various campaigns. This also includes reporting to the client so they can justify their work and make results clear. Pienter increasingly received ‘grumbles’ from clients because the reports showed different figures than what was actually received. The actual conversions were much higher than what was visible in Google Analytics. For a specific client, only 29% of the actual conversions were visible in Google Analytics. A gap of 71%, therefore! Clients are also increasingly coming to them with questions about online privacy. Due to all the current news surrounding online privacy and changes in legislation, webshops want to be sure that everything is being done correctly and according to the rules to prevent future problems.

“AdPage's server-side tagging is a technique that makes it possible to measure more in a privacy-friendly way.”

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THE PROCESS

Following a workshop with the Pienter team, Server-Side Tagging was rolled out to multiple clients.

Michel and his colleagues had been exploring the possibilities of server-side tagging for some time. As experts in online marketing, they saw the need, not only because of declining data availability but also certainly because of the changes in privacy. AdPage came their way at the perfect time. Our tagging experts stopped by Pienter for a substantive workshop on server-side tagging and the solution AdPage offers for it. During the workshop, Pienter's own website was used as a test case. In collaboration with Pienter's team, the entire website was switched to server-side tagging. As confidence in AdPage and their technical knowledge was good, they therefore chose to use AdPage as Implementation Partner. Meanwhile, the first 5 customers have been migrated. The ambition is to eventually convert all customers to server-side tagging. However, the urgency is not yet sufficiently visible for all customers to take steps now.

“AdPage had a good story, clearly knew their stuff. Pleasant people to work with. We felt a good connection straight away.”

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THE CURRENT SITUATION

Following the implementation of server-side tagging, 65% more conversions are being measured.

The collaboration between Pienter and AdPage is going well. The influence of server-side tagging is most certainly visible. For example, in one webshop, the number of conversions has recovered from 29%to 94%, an increase of 65 __PH2**! A major advantage of server-side tagging is, of course, that better measurement is possible. Because there is now more insight into conversions, and therefore the reports are accurate again, Pienter can prove its added value to their clients even more. For the client, it is naturally very good to see that more conversions are being measured, which also certainly has a positive impact on campaign results. What, besides data recovery, is also definitely an advantage, and perhaps the most important one, is the privacy aspect. Through server-side tagging, you can be sure that, as a webshop or website, you comply with the regulations regarding online privacy. This is incredibly important, especially for larger companies!