Regained confidence in data resulting in 92% revenue growth

PRIOR SITUATION

No insight into what the various advertising channels are generating

Neofollics is at the forefront of technologies. This applies not only to their products but certainly also in their marketing processes. Google's announced GA4 update was an important trigger to further explore possibilities.

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In addition, Neofollics had long run into the problem of not having a clear picture of the results per channel. With advertising budgets of sometimes thousands of euros per day, it is important to know which channels are scoring well.

With ads on Google, Meta, Pinterest and TikTok, among others, the ROAS from the various channels was not clear. This need had been around for a long time, though, and that eventually caused the choice of server-side tagging to gain momentum.

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"You guys go the extra mile, which is what we do in our organization. We are a client of yours, but it really feels like a partnership. I like that we can spar with each other and both go the extra mile."

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THE PROCESS

A direct link to the Shopify webshop provided more insight into the data

After Google's announced update, Laurens and his colleagues started looking into the possibilities. What data is available and what can we do with it? An important motivation for Neofollics is to stay ahead in the market.

A new employee at Neofollics put Laurens in contact with Koen (Founder AdPage). There was very clear technical knowledge in house. Koen's short lines of communication and commitment provided the starting point for a long-term cooperation.

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By linking AdPage's server-side tagging solution directly with the Shopify webshop, Neofollics is able to send more conversions and data to Google Ads and Google Analytics.

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"All kinds of knobs have been twisted that make the advertising channels better fed. We see that very clearly in the results now. Because there is so much more data available now, we even had our highest turnover to date in January."

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THE CURRENT SITUATION

Confidence that the data is correct is back with 92% revenue growth as a result

The combination of server-side tagging and Tracify has allowed Neofollics to accurately capture the visitor journey. The confidence that the data is correct is back.

It quickly became clear from the analyses that the push channels (Meta, TikTok and Pinterest) hardly caused any additional conversions but that over 60% of the webshop revenue came from Google Ads.

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This insight has allowed Neofollics to very specifically target their advertising budgets to the right channels. This has had a huge impact on business results. The number of buyers increased by 93% and sales increased by over 92%!

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This is a very nice step toward the goal of being the global leader in the hair growth industry by 2030.

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Measure 99% of conversions in Google Analytics 4 using custom Datalayer and Webhooks

By using the AdPage extended DataLayer for Shopify and Webhooks, we were able to achieve 99% measurement of conversions. The number of conversions is 100% measurable, the order amount is 99% over, and unassigned does not exceed 5%. This 5% is due to the fact that not every visitor gives permission for the cookie bar.

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How did we do this? 

• By including important parameters such as Client ID, Session ID, and Session count in the DataLayer
• When placing an order, we send these parameters along in the order notes of the Shopify order
• In Shopify, we set webhooks on the event "order_created". This webhook then contains all the marketing parameters that we can use again in the server to forward to GA4.

Want to know exactly how to set this up yourself? Then check out this article.

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Of course, it is also possible to have this set up by AdPage. The best way to do this is to request an analysis via this link.

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Laurens talking about working with AdPage

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