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    Send us a message, and we’ll get back to you shortly.

      How Server-Side Tagging enabled Bigbank to simplify tracking and improve data accuracy across 10 websites

      Discover how Bigbank optimized multi-country online & offline tracking for reliable, privacy-compliant data with server-side GTM.

      BigBank

      Bigbank is an international bank operating in nine European countries, focusing on personal and business loans and providing customized solutions to meet customer needs. With a strong emphasis on innovation and customer service, it offers a seamless online banking experience across multiple countries.

      Dev time reduced by 50%
      by implementing centralized system
      Imported CRM data
      to Google Ads and Analytics via server-side GTM

      Challenges:

      Ensure consistent, reliable tracking of both online and offline conversions while enhancing data privacy, minimizing data loss, and optimizing the setup for scalability and performance. Key challenges were:

      • Multiple websites: Managing separate tracking setups for multiple websites was complex, error-prone, and resource-intensive, resulting in significant time and cost inefficiencies.
      • Measurement Protocol dependence: The client’s reliance on UA’s Measurement Protocol structure for offline funnel tracking made the transition to GA4 challenging, as the shift required a strategic approach to meet GA4’s requirements within available resources.
      • Consistent yet flexible Offline Conversion tracking: Bigbank required a unified structure for offline conversion tracking across all 10 country-specific websites to ensure data consistency. At the same time, each site also needed flexibility to adjust for unique, country-specific nuances, such as varying privacy laws, regional differences in offline behavior, and advertisement strategy.
      • Privacy and data security compliance: Handling sensitive data across multiple regions meant navigating complex privacy regulations, including GDPR and other country-specific standards. Implementing Server-Side GTM was essential for managing data flows and ensuring compliance with privacy requirements.
      • Minimizing data loss and Ad Blocker impact: Standard client-side tracking setups are often disrupted by ad blockers and other tracking prevention technologies, leading to data gaps. By using Server-Side GTM, we were able to improve data reliability and reduce the impact of data loss.

      Our Approach

      What was the process to solve the challenge & achieve goals? 

      To migrate Bigbank’s 10 websites from UA to GA4, we implemented a targeted strategy to streamline tracking, ensure data integrity, and enable country-specific adjustments while meeting data control requirements. Key steps included:

      • Provided guidance for hosting Server-Side GTM on the Bank’s servers and routing proxy requests through Cloudflare, streamlining the transition to server-side tracking.
      • Maintained UA Measurement Protocol requests to minimize development efforts instead of building the CRM setup from scratch. It allowed us to send existing requests to the Server-Side GTM endpoint and redirect them to GA4 and Google Ads.
      • Transformed data to GA4 structure, ensuring that essential data was passed accurately into GA4 reports.
      • Moved Front-End tracking to the Server-Side to enhance site performance and reduce the impact of data blockers.
      • Implemented a consistent tracking structure to ensure data consistency and consolidation. 

      Results

        • Full control from a single endpoint: We achieved centralized tracking management through one server-side endpoint, streamlining data collection across all websites. 
        • Imported CRM data into GA4 and Google Ads: By using the same HTTP requests, offline conversions were enabled to be sent to both GA4 and Google Ads. This allowed the client to analyze data more precisely in GA4 and optimize Google Ads for bottom-funnel conversions.
        • Reduced development effort: The centralized system significantly minimized the need for repetitive development work across the 10 sites. 
        • Improved data accuracy and control: Server-side GTM reduces data loss by avoiding ad blockers and browser restrictions, ensuring more reliable and complete data collection.
        • Faster page load times: Offloading tracking tasks to the server reduces the load on the client side, improving site performance and user experience.

      “Working with Holini’s Analytics team has been transformative for our marketing efforts. They guided us through each step, helping us unify tracking across branches while accounting for the unique needs of each country. Their expertise in web analytics has made today’s complex tracking challenges much more manageable. Holini has been a proactive partner, anticipating challenges and delivering solutions tailored to our needs. Their support has been invaluable, and we’re very pleased with the results.”

      Roger Niitmäe
      Group Head of Marketing at Bigbank

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      Talk to one of our Senior Strategists

      Send us a message, and we’ll get back to you shortly.