Use Case - Rockwise

Signals from the market and growing problems

From the market, there were clear signals that things were going to change in terms of online measurability. Apple announced some years ago that with Safari, they would increasingly focus on user privacy, which could have a huge impact on the measurement of campaign results.

Initially, the consequences seemed to have little impact. But soon the first effects also became visible to their customers.

“We particularly noticed a lack of data for Shopify and Magento shops. Many more conversions were visible in the backend than in GA4.”

It became increasingly clear that their current setup was no longer sufficient, so they started server-side tagging.

Proactive communication is a gamechanger

The first client was migrated to server-side tagging in collaboration with another partner. However, communication here was difficult and processes got off to a slow start.

They came across AdPage through a social media advert. From there, there was an initial meeting with Jochem, and then things quickly moved forward.

The difference from their previous experience was immediately noticeable, especially in the communication. Melvin explains what this meant in concrete terms for their working methods:

“AdPage always communicates proactively. For example, we are informed about what still needs to be done to complete the onboarding, then we hear when the implementation is scheduled, and we are notified when the testing phase is underway. When everything has been delivered, we also receive a report.”

This was a world of difference to their previous experience, where they constantly had to chase progress themselves.

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Streamlined onboarding

Besides the improved communication, the onboarding process was also a significant improvement.

“AdPage's onboarding process works very well. Via one link, we can fully onboard the client without constant back-and-forth emailing. That works beautifully.”

This efficiency is crucial for an agency like Rockwise, which manages various Google Ads accounts across Europe and the United States.

This process is more difficult with existing customers. Customers don't always understand the added value. They only really see it when the results are disappointing, at which point they take action.

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More than just technical support

What Rockwise particularly values is that AdPage goes beyond mere technical implementation. The expertise is also used to help clients better understand their data.

One of Rockwise's clients advertises not only on Google Ads, but also on Meta and Pinterest. This client wanted to know which channels were performing well and which were not. AdPage was able to provide support in this regard, by giving some extra explanation during a short meeting.

“There is clearly a lot of in-house knowledge, which benefits both us and our customers.”

The direct support with technical problems is also appreciated. Recently, there was a problem with one of their customers' webshops. AdPage was able to quickly liaise with the customer's technical party to reach a solution swiftly.

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Measurable improvements in data quality

Although specific percentages are not available, Rockwise is observing tangible improvements in their tracking.

“Server-side tracking has primarily made ‘not set’ in GA4 much better for us. So the channel distribution is much better than before.”

This has direct consequences for their campaign optimisation. The more reliable data marketers have at their disposal, the faster they can get online campaigns to a certain level and scale them up. This leads to better campaign results and, for the end customer, naturally more orders or quote requests.

“The collaboration with AdPage is very valuable to us. It’s great that we are taken care of on many fronts.”