succes story
Leading European e-tailer saves yearly over € 100.000 with monitoring
This leading European electronics e-tailer grew exponentially in the last ten years. They are a key player with over three million registered customers, over 150.000 products in stock and thousands of transactions each day.
While operating in a very competitive market, this e-tailer relies heavily on paid search to attract visitors to their webshops. The dependency on paid traffic is even greater in new markets (countries) where the company has a lower brand awareness. Google Ads on average attributes to no less than 70% of all conversions.
The challenge
Due to the nature of the products (affordable commodity products with a low margin) campaigns are tightly optimised for a minimum cost per sale (CPS). To be able do so, correct and detailed data tracking is of vital importance. Retrieving user-, transactional- and margin data insights, starts with the implementation of the DataLayer. All data is collected and sent to Google Analytics, Google Ads and other end points using a tag management system.
The tracking set-up is rather vulnerable with a complex DataLayer, many domains (one shop per country and separate shops for b2b) and even more tag containers. Before the decision to implement Code Cube was made, the client experienced a major issue with missing Google Ads Revenue of tens of thousands of euros affecting many campaigns. The cause of the issue was unclear. Everyone was involved in finding the cause; from marketeers to the external marketing agency to the internal- and external development teams. It took three days of intensive research and communication to find and fix this issue. It appeared to be a missing dataLayer variable on the order confirmation page.
