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Ready to optimize your tracking performance ?
During our migration to Shopify, we took the opportunity to completely revamp our tracking and adopt a Server-Side solution with Addingwell. In today's cookie-less environment, it was essential for us to choose a solution that truly optimises our performance across all acquisition channels while complying with the new data collection constraints.
Challenge
The myBlend brand wanted to migrate its e-commerce site from WooCommerce to Shopify to better meet the needs of scalability and managing a multi-country, multi-currency store. However, this migration involved significant technical challenges, particularly in terms of advertising tracking and web analytics, to ensure data continuity and accuracy.
Objectives:
- Ensure a seamless tracking migration from WooCommerce to Shopify without data loss.
- Preserve data quality for advertising campaigns and web analytics in Google Analytics 4.
Technical Challenges Faced:
- Shopify sandbox: Complex management of checkout and thank-you pages.
- Cookie loss: Implementation of an innovative solution by Addingwell to ensure continuous user tracking.
Solution
To overcome these challenges, Addingwell and Data Marketing School deployed a comprehensive and innovative solution based on Server-Side Tracking.
1. GTM Server-Side Configuration
To ensure compliant and optimised data tracking, an advanced Google Tag Manager Server-Side setup was implemented with Addingwell. By integrating the OneTrust CMP, myBlend was able to guarantee strict user consent management while maintaining reliable and continuous data collection during the transition to Shopify.
2. Integration of the Addingwell App for Shopify
- Optimised data collection: The "Addingwell - GTM & DataLayer" app was integrated into the Shopify CMS, ensuring granular and reliable data collection.
- Cookie Restore: The "Cookie Restore" feature was activated to overcome the limitations of Shopify’s sandbox, allowing the recovery of lost cookies and improving advertising campaign attribution.
3. Overcoming Technical Barriers
Thanks to Addingwell’s solution, myBlend successfully bypassed the restrictions imposed by Safari ITP and ad blockers. This approach ensured continuous and reliable data collection, enabling precise marketing performance tracking and better conversion attribution.
Results
The server-side migration allowed myBlend to be in the best possible conditions to achieve significant results:
Key Performance Improvements:
- -4s loading time (largely due to the CMS + removal of two scripts)
- +7% increase in the "purchase" event on Meta.
Improvement in returning visits:
43% of returning visitors on Apple environments came back after 8 days (despite the constraints imposed by Safari ITP).
Revenue Growth:
A measured progression, although this growth was influenced by multiple factors.
Conclusion
The mission carried out for myBlend illustrates how a successful migration to Shopify, combined with advanced technical solutions like Addingwell and GTM Server-Side, can turn a complex challenge into a growth opportunity. With precise data and optimised tracking, myBlend is now able to maximize its advertising performance while ensuring a seamless user experience.
Thanks to Addingwell, I can offer my clients (like myBlend) the most optimal tracking possible, allowing them to operate under the best conditions to achieve advertising performance, even in technically complex environments like Shopify.
