Use Case - Tailor Digital

Quickly adapting to new privacy legislation

When Consent Mode V2 was announced by Google, a swift switch was necessary to continue serving their clients optimally. Furthermore, the percentage of ‘unassigned traffic’ was increasing with more and more clients, sometimes up to 40%. Therefore, a suitable solution had to be found. The deadline for Consent Mode V2 created urgency, but Tailor Digital wanted to find the right partner for this significant step. Although they also considered other parties, the choice ultimately fell on AdPage.

“We clicked with Koen straight away, we had a good feeling. We were able to switch gears very quickly, and because we recognised 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 contact meant that the first customers could be onboarded and moved to server-side tagging at lightning speed.

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Massive improvement in data quality

The implementation of server-side tagging via AdPage has led to impressive improvements in data collection for Tailor Digital’s clients. For one of the clients, the measurement difference became very clear. Before the implementation of server-side tagging, there was sometimes as much as a 40%measurement difference. In the backend, 40% more conversions were being measured than GA4 was showing. After the implementation, this difference was reduced to just 3%, a huge impact.

“This improvement directly impacts the quality of decisions that the advertising team can make. With more complete and accurate data, campaigns can be optimised much more effectively.”

A strategic choice for external expertise

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

“It's great to have a partner like AdPage as an extension of our organisation, allowing us to offer this specialism to our clients.”

The benefits of server-side tagging via 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. Furthermore, the improved data quality ensures that the algorithms of platforms such as Meta and Google are better fed with relevant information.