QUITOQUE: Improving Media Measurement and User Experience through Server-side Data Collection

Challenge

Heavily reliant on Meta activations to acquire new customers, Quitoque was facing difficulties in measuring the effectiveness of its paid campaigns due to:

- Browser limitations on cookies

- On-site measurement consent rate

- Ad-Blocking extensions adoption

Quitoque was looking for a higher level of visibility and understanding of their marketing strategy’s effectiveness, and to improve user experience overall.

Approach

Evaluating Client-Side Capacities to Define a Comprehensive Measurement Framework

Partnering with Addingwell for the quick and easy deployment of a server-side GTM container, fifty-five assessed existing client-side analytics and media measurement abilities. The objective: defining an exhaustive business-oriented measurement framework for server-side tagging. 

Fifty-five then set up “Core Web Vitals” and site-speed measurement monitoring to assess the optimization of Web Analytics performance enabled by this approach.

Results‍

Attribution optimization

Improved media measurement by capitalizing on first-party users and first-party HTTP cookies settings (especially for Safari/IOS, which represents 40% of Quitoque’s traffic) and by bypassing ad-blockers

Tracking optimization

All key business indicators covered by server-side tagging for bidding measurement and optimization

User experience optimization

Reduced loading times through the deletion of client-side Facebook data collection