"The effort put in by the Digitl team to implement and configure Google Consent Mode and Server Side Tracking has paid off, as now we are able to track even more accurate than before and activate this data for our main marketing channels."
Mirko Mandic | Circle Lead E-Commerce

Boosting Conversions: How Blackroll AG Achieved a 41% Increase in Sessions after using Google Consent Mode

In today's digital age, tracking and measuring website traffic is an essential aspect of any online business. However, with the increasing concern around privacy and data protection, companies are faced with a challenge of tracking user data without infringing on their privacy rights. In this case study, we will explore how Blackroll AG, a leading brand in the fitness and recovery industry, partnered with Digitl to apply Google Consent Mode and Server Side Tracking to improve their web traffic while respecting users' privacy rights.

Server-Side GTM and Google Consent Mode

The Digitl team conducted an audit to identify any existing tracking errors and then implemented a clear plan. They configured Google Analytics 4 (GA4) to run via the Server Side GTM and enabled Google Consent Mode for all web tracking purposes. This allowed Blackroll AG to leverage the modeling capabilities of GA4, which required three weeks of data collection and training to collect the necessary data.

Partnering with Digitl, Blackroll AG was able to implement the new tracking solution quickly, with the team devising and executing the plan within just a few weeks. Digitl's expertise in digital analytics, data science and marketing intelligence ensured that the implementation was completed professionally and to a high standard.

Increased Sessions and Transactions

After the model had been trained for three weeks, the modeled data was included in Google Analytics reports. Four weeks later, the results showed an impressive 41% increase in sessions and a 18% increase in transactions compared to the observed GA4 data.

Moreover, all main KPIs experienced significant improvement for both mobile and desktop traffic. For mobile traffic, Blackroll AG experienced a 32% increase in GA4 blended sessions and a 16% increase in GA4 blended transactions. For desktop traffic, they saw a 67% increase in GA4 blended sessions and a 23% increase in GA4 blended transactions.

Improved Accuracy with Google Consent Mode

With Digitl's help, Blackroll AG was able to implement Google Consent Mode and track accurate website data while also respecting user privacy preferences. The results speak for themselves, with Blackroll AG experiencing significant increases in website sessions and transactions across all devices. By prioritizing user privacy while also implementing effective tracking, Blackroll AG was able to improve their digital marketing efforts and provide a better online experience for their customers.

The Goals

• Increase accuracy of tracking by applying Google Best Practices

• Address the issue of users not giving consent, especially for Desktop devices

• Improve main KPIs for both mobile and desktop traffic
  

The Approach

• Conduct an audit to identify any existing tracking errors

• Configure GA4 to run via Server Side GTM

• Activate Google Consent Mode to leverage modeling capabilities of GA4
  

The Results

• 41% increase in sessions and 19% increase in transactions compared to previously observed GA4 data

• Significant improvement in all main KPIs for both mobile and desktop traffic

• 32% increase in GA4 mobile blended sessions and 16% increase in transactions

• 67% increase in GA4 desktop blended sessions and 23% increase in transactions