Server-Side Tagging helped Sonarworks to track 20% more transactions in GA4

Sonarworks is a leading audio technology company that offers precise sound calibration software, ensuring consistent, studio-quality audio across all devices and environments. Trusted by professionals worldwide, it enhances the accuracy of sound reproduction.

Challenges

Their digital marketing efforts, particularly on Google Ads and Meta Ads, were not performing at their full potential due to limitations in client-side tracking. Key issues included:

1. Inaccurate conversion tracking:
   Tracking prevention systems such as ITP, browser-based privacy features, and ad blockers led to unreliable conversion data.
2. Inconsistent data reporting
   Variability in data reporting caused difficulties in accurate budget allocation, leading to inefficient use of marketing spend.
3. Backend data integration issues
   The lack of a robust backend integration between Stripe, GA4, Google Ads, and Meta hindered effective tracking and reporting.
4. 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.
5. Heavy client-side tagging
   Extensive client-side tags through GTM slowed down website load times, negatively affecting user experience and conversion rates.

Results

We run GA4 client-side and server-side simultaneously for 1 month period to test the outcome of the implementation. The results are:

• Transactions count increased by 19.66%
• Trial activations conversions increased by 7.33%
• Total user number increased by 14.09%