Pioneer in the world of server-side tagging

PRIOR SITUATION

Third-Party Cookies Are Banned

Back in November 2021, Google announced that they too (after Apple), would be banning the use of third-party cookies starting in 2023. This was the time for Online ID to take action and explore its options.

‍

It is fair to say that Online ID is a pioneer in the field of server-side tagging. Back in 2021, Online ID started the first pilots for deploying server-side tagging.

Several software solutions were tested for this purpose. In the search for a suitable partner, the level of knowledge and support were very important. After all, this was a completely new technology with little in-house knowledge.

‍

Online ID works primarily for e-commerce parties. For this, setting up server-side tagging correctly can be extra challenging. You have to deal with different systems, datalayers, conversion rates, etc.

"Especially in the beginning, we ran into a lot of challenges. You already had a lot of experience with datalayers, webhooks and the like. That's why your support, especially in the first phase, was incredibly valuable."

‍

THE PROCESS

1% data loss can already be too much

An on-site workshop was scheduled to go through the implementation process step by step. The first implementations were done together but soon Bonnie was able to work on the implementations independently.

"Especially in the beginning, of course we needed help. It was totally new, so it was very nice to get the help we needed from you guys. Also, the documentation that is available is super helpful when doing the implementations."

As Head of Measurement , Bonnie naturally wants to control as much data as possible. 1% less data is actually too much and can have a lot of impact.

‍

CURRENT SITUATION

More complete reports

The data they now have available to their clients is much more specific and complete.

By now, over 85% of all Online ID customers have switched to server-side tagging. The intention is that eventually everyone will move over since data restriction affects all websites.

It is often still a big step for smaller clients. The challenge there is to make the added value transparent, especially since there are costs involved. Meanwhile, many of the smaller customers are also over.

‍

In the end, everything is about results. Clients want to know what the return is. Complete data contributes to that.

"We can report much more completely to our clients and therefore show our added value."

Not only the client benefits from the data, but the team can also do their job much better. They have much more insight into which channels do or do not give the desired results and thus run campaigns much more effectively.