Introduction
True relies heavily on media performance and data quality to scale online sales. Any tracking failure directly impacts campaign efficiency.
In 2024, data discrepancies across platforms increased rapidly, compromising metric reliability and making decision-making more difficult.
The Challenge
The gap between Google Analytics 4 (GA4) and the sales platform, which was around 10%, jumped to 30% in just two months, undermining data trustworthiness.
At the same time, Safari — previously responsible for around 30% of revenue — dropped to just 15% of tracked sales, impacted by cookie restrictions from Intelligent Tracking Prevention (ITP).
The situation was further worsened by a fragmented infrastructure: a headless architecture was breaking attribution between the website and checkout, tracking relied entirely on client-side events vulnerable to browser blocking, and the media operation lacked Meta Ads Conversion API implementation while also facing tracking issues in Google Ads.
The Strategy
Metricstage led a full rebuild of the data architecture, migrating the tracking model to a server-side infrastructure.
The project included implementing Google Tag Manager Server-Side, enabling the conversion of third-party cookies into first-party cookies and mitigating browser restrictions like Safari’s. Client-side tracking was also optimized, reducing noise and improving event accuracy.
Within the media ecosystem, the Meta Ads Conversion API (CAPI) was implemented, integrating browser and server data to strengthen the quality of signals sent to platforms, alongside additional improvements in tracking and attribution infrastructure.
Results
The new architecture restored predictability and intelligence to the marketing operation.
Key impacts:
- Revenue discrepancy reduced from 30% to under 10%
- Safari attribution recovered, returning to 30% of total revenue
- 75% growth in website revenue compared to the previous period
Strategic Conclusion
With a robust server-side tracking architecture, True regained data reliability, properly fueled media algorithms, and achieved clear visibility into revenue performance.
This project reinforces a core principle of digital maturity: reliable data doesn’t just measure growth, it enables it.