Improvement in data quality for marketing decisions
+25%
Key events Configured with Datalayer
30
Server-side tracking implemented with GTM
100%
Decrease in tracking errors
-40%
.webp)
Server-side tracking implementation achieves 40% error reduction
Calm, a leading sleep product retailer in Argentina, needed to optimize event tracking on its website to maximize data accuracy and improve the performance of its digital campaigns. We implemented a scalable solution by combining client-side and server-side tracking, integrating Google Analytics 4 (GA4), Google Tag Manager (GTM), and Meta’s Conversion API.
Calm, Argentina's leading sleep product retailer, partnered with us to optimize their website tracking and improve digital campaign performance. Our comprehensive tracking solution addressed data accuracy issues by implementing a hybrid approach with both client-side and server-side methodologies, establishing a robust foundation for their marketing activities.The technical implementation included configuring Google Tag Manager with a structured container architecture featuring dedicated tags, triggers, and variables to capture complex user behaviors. We migrated to Google Analytics 4 with enhanced e-commerce tracking and custom dimensions, while simultaneously deploying a GTM server-side container to address browser privacy limitations. The solution was completed with Meta Conversion API integration featuring deduplication logic between browser and server events.Our team enhanced the website's DataLayer with standardized structure across 30+ key events including product views, add-to-cart actions, checkout steps, and purchases. This technical overhaul delivered measurable results: 25% improvement in marketing data quality, complete server-side tracking implementation, and a 40% reduction in tracking errors. Calm now benefits from reliable analytics that power more effective digital marketing decisions and optimize campaign performance across all channels.
