Server-Side Tracking & Attribution

The Situation

A fast-growing B2B SaaS company (US market) was spending heavily on paid acquisition but could no longer trust their ROAS numbers. Browser privacy changes and ad blockers were silently dropping 25–35% of conversion events.

The Challenge

• Client-side tracking was failing on key conversion events
• Automated bidding platforms were receiving incomplete signals
• Multi-touch journeys across devices were invisible

What We Built

• Migrated critical tracking to server-side Google Tag Manager
• Implemented first-party cookie architecture
• Set up Conversion API connections for major ad platforms
• Built a clean multi-touch attribution model inside their data warehouse

Results

• Recovered 28–34% of previously lost conversion events
• Improved ROAS accuracy by ~18%
• Restored confidence in paid media decisions

“Client details anonymized for confidentiality.”