Use Case - Bargain Hunter

From warning to action

When PI Marketing, marketing partner of BargainHunter.co.uk As a partner of AdPage, last year advised to use AdPage's server-side tagging solution, Remon consciously chose not to do so. She was already working with another software solution similar to AdPage, and he didn't want to start using yet another tool.

However, the situation changed when Google began to enforce GDPR compliance more strictly. Voordeelvanger was flagged by Google as a risk due to incorrect settings in their cookie bot in combination with their website. Additionally, various signals from the market indicated that Google was negatively impacting campaign results as long as their consent conditions were not met, resulting in significantly less available data. These were ample reasons to take this warning seriously and take action.

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The problem behind the problem

Because Voordeelvanger 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 necessary to get the tracking back in order.

Following a previous collaboration with Andy, Data & Analytics Specialist at AdPage, Remon reconnected. After thorough investigation by Andy, it turned out to be a complex problem. This led to the decision to fully switch 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 objectives: becoming fully GDPR-compliant and implementing server-side tagging for improved tracking. This approach has led to measurable improvements on several fronts.

For Voordeelvanger, it was primarily important to improve GA4 tracking, while the tracking of other marketing channels largely remained intact via other software. AdPage's server-side tagging brought about a drastic improvement in the accuracy of their GA4 data.

“In GA4 we always had a margin of error of 5%to 10%, but now they have become 100% measurements and our reporting has also improved significantly.”

AdPage’s implementation of server-side tracking has resulted in a data improvement of over 20%. This improvement is attributable to two main factors that previously caused data loss.

• Firstly, Voordeelvanger can now bypass tracking prevention – a problem they couldn't previously solve. 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.

The result is that they are seeing many more sessions and visits in their reporting, while the percentage of ‘unassigned’ traffic has drastically decreased. For a webshop that relies on accurate data for marketing decisions, this represents a huge leap forward.

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More than just technology

What Voordeelvanger particularly values in the collaboration with AdPage goes beyond just the technical solution. The onboarding was quick and efficient, which was crucial given the urgency of the GDPR issue.

“A big advantage is the onboarding. It works super well and is fast. A nice and smart solution to ensure you have the basics in place quite quickly to be able to make the setup.

Remon also sees the fact that AdPage is a Dutch company as an advantage. The short communication lines and cultural familiarity make the collaboration smoother and more accessible.