Tracking Accuracy Improved with Server-Side Implementation – Shopify Server Side Tracking Case Study

How we restored accurate tracking and optimized Google Ads attribution for a Shopify ecommerce, resolving UTM loss and boosting ad efficiency.

99%

Conv. Accuracy

100%

First Party Data

100%

Dyn. Remarketing

About the Client

Blanc Space is an e-commerce business specializing in custom phone cases, catering to a trend-driven audience looking for unique, high-quality accessories. Before working with us, Blanc Space had already integrated Analyzify for tracking. However, their initial setup relied on the basic configurations. While this worked initially, they faced issues with customization and optimization, particularly in their tracking setup.

Tracking optimization for eCommerce: Fixing UTM loss, GA4 discrepancies, and server-side tracking implementation for Blanc Space.

Industry:

Retail

Market:

International | UK

Platform:

Shopify

Business Model:

Ecommerce

Service:

Analytics

Website:

https://blancspace.com/

Challenge

Blanc Space faced several key tracking and data collection challenges:

Tracking limitations: Analyzify was implemented in a standard way, which limited the ability to track custom data. Meta Pixel was implemented via App instead of GTM, limiting control over event tracking.

Loss of UTM and GCLID parameters: Traffic from Google Ads often lost both UTM and GCLID parameters, leading to incorrect attribution and skewed data. Approximately 75% of website traffic was misattributed as organic, according to GA4 data.

Lack of Server-Side Tracking (SST): The business relied solely on client-side tracking, making data collection vulnerable to ad blockers and browser restrictions. No server-side tracking was in place before our intervention.

Google Ads purchase conversion: high repeat rates skewed campaign performance.

These challenges resulted in data discrepancies between Shopify, GA4, Google Ads, and Meta Ads, leading to inefficient ad spend allocation and misaligned marketing decisions.

Solution

To resolve Blanc Space’s tracking and attribution issues, we developed and executed a comprehensive tracking optimization strategy focused on restoring accurate data collection, improving event tracking, and enhancing ad performance.

Key Tracking Enhancements

Migrating Meta Pixel to GTM
We transitioned Meta Pixel from Shopify’s App to Google Tag Manager (GTM), providing full control over event tracking. Working closely with the PPC team, we ensured accurate conversion tracking and improved privacy compliance by integrating an email hashing mechanism for better event matching.

Optimizing GTM and Analyzify Setup
We identified misconfigurations in Analyzify’s template, particularly affecting checkout tracking due to incorrect consent mode settings. Collaborating with the Analyzify team, we fixed these issues, refined GTM-based tracking, and integrated Pandectes for consent management.

Fixing UTM and GCLID Parameter Loss
A custom Shopify theme script was stripping UTM and GCLID parameters, leading to inaccurate traffic attribution. We supported the client’s developer team in modifying the script to ensure parameters were retained, restoring accurate Google Ads attribution and improving marketing performance analysis.

Implementing Server-Side Tracking (SST) with Stape
Previously, Blanc Space relied solely on client-side tracking, making data collection vulnerable to ad blockers. We implemented server-side tracking (SST) using Stape, ensuring data accuracy and resilience.

On Shopify, we upgraded Analyzify to version 4, modified the GTM container, and integrated the Stape Custom Loader for better resistance to ad blockers. Additionally, we configured server-side event tracking for Meta and Google (GA4 / Google Ads) to separate client-side and server-side conversions for more accurate analysis.

Fixing Google Ads Purchase Conversion Tracking
Blanc Space’s purchase tracking was inflated due to a thank-you page script triggering multiple times per transaction, leading to skewed campaign performance. We migrated purchase tracking to GTM and prevented duplicate event triggers, ensuring more accurate attribution and improved ad performance.

We rigorously tested and validated all tracking updates before deployment, ensuring a seamless transition without data loss. This optimized setup now enables accurate marketing attribution, improved campaign efficiency, and scalable tracking infrastructure.

Results

Accurate tracking: Data discrepancies between Shopify, GA4, and ad platforms were minimized.

UTM loss resolved: Accurate attribution of ad-driven traffic was restored.

Improved event tracking: All conversions were captured correctly.

Stronger data resilience: Server-side tracking mitigated issues from ad blockers.

Google Ads efficiency: The repeat conversion rate was reduced, improving ad performance.

Increased scalability: The new tracking setup is easier to debug, scale, and adapt.

With these optimizations, Blanc Space now has a robust, scalable tracking infrastructure that allows for more informed marketing decisions, better budget allocation, and improved campaign performance.

99%

Conv. Accuracy

100%

First Party Data

100%

Dyn. Remarketing

“What impressed us the most about Midsummer Agency is their combination of strategic expertise and actual dedication. They don’t just manage campaigns but they seek out opportunities to improve performance every time.”

Scott Robinson – Director