From 10% margin of error to 100% accurate data

From warning to action

When PI Marketing, marketing partner of Voordeelvanger.nl and partner of AdPage, advised him last year to use AdPage's server-side tagging solution, Remon deliberately chose not to. They were already working with another software solution similar to AdPage, and he didn't want to use yet another tool.

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The situation changed, however, when Google began checking more strictly for GDPR compliance. Advantagecatcher.co.uk was flagged by Google as a risk due to incorrect settings in their cookiebot in conjunction with their website. There were also several signals from the market that Google was negatively impacting your campaign results as long as you did not comply with their consent terms, resulting in much less data being available. Enough reason to take this warning seriously and take action.

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The problem behind the problem

Because Voordeelvanger.nl is a PWA (Progressive Web App) website, the problem was more complex than with other "normal" websites. The tracking works differently and specific adjustments were needed to get the tracking back on track.

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Through a previous collaboration with Andy, Data & Analytics Specialist at AdPage, Remon got in touch again. After thorough investigation by Andy, it turned out to be a complex problem. This led to the decision to switch completely to server-side tagging from AdPage. What started as a relatively simple tracking solution became a much broader project to become fully GDPR-compliant.

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Goals achieved

The collaboration with AdPage focused on two main goals: becoming fully GDPR-proof and setting up server-side tagging for better tracking. This approach led to measurable improvements on several fronts.

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For Advantagecatcher.com, it was especially important to improve GA4 tracking, while keeping tracking of other marketing channels largely intact through other software. AdPage's server-side tagging dramatically improved the accuracy of their GA4 data.

"We always had a 5% to 10% margin of error in GA4, but now it has become 100% measurements and our reports have also become much better."

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The implementation of AdPage's server-side tracking resulted in a data improvement of over 20%. This improvement can be attributed to two major factors that previously caused data loss.

• First, Advantagecatcher.com can now bypass tracking prevention - a problem they couldn't solve before. This alone yielded nearly 20% more data.
• In addition, it appears that on average 1.5% of their visitors use adblockers, a segment that has now also become measurable.

As a result, they are seeing many more sessions and visits in their reports, while the percentage of "unassigned" traffic has drastically decreased. For an online store that depends on accurate data for marketing decisions, this represents a huge step forward.

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More than just technology

What Advantagevanger.co.uk especially appreciates in working with AdPage goes beyond just the technical solution. The onboarding was fast and efficient, which was crucial given the urgency of the GDPR issue.

"Big advantage is the onboarding. Works super nice and fast. Nice and smart solution to make sure you have the basics in place pretty quickly to get setup.

The fact that AdPage is a Dutch company is also seen as an advantage by Remon. The short lines of communication and cultural recognition make cooperation smoother and more accessible.

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