Track 100% of real orders (server-to-server) while saving €800 a month.

Usinestreet, operating on an online-retail model, has to constantly optimise its acquisition costs. Data quality is central — for analysis and for media buying alike.

The need was clear: no order should ever be missed by the ad platforms’ algorithms for “technical” reasons. Yet 30% of purchases weren’t being reported, because of the many payment methods and the frequent closing of the payment module before the redirect back to the site.

Why “server-to-server”

To work around this limitation inherent to classic tracking, you have to go server-to-server — not to be confused with classic “server-side” tracking, which bridges the browser and a tracking server. Server-to-server frees you entirely from the data sent by the browser.

To get there, many companies turn to complex setups from SaaS vendors like Profitmetrics, at a premium monthly price (from several hundred to several thousand euros per month depending on volume).

A sovereign, in-house solution

For Usinestreet, we saved several hundred euros by building a sovereign, in-house solution that taps the full potential of Addingwell as a tracking server.

The e-commerce back-end sends a webhook directly to our tracking server on every completed purchase. Several sGTM “clients” can claim and parse requests sent from our back-end; for this case we chose Stape’s Data Client. The plumbing was then built in the sGTM to send all the event data to the ad platforms — e-commerce data, user_data, and fields like user_agent and ip_override — in structures 100% compliant with each platform’s own specifics (Meta, Google Ads, TikTok Ads…).

The result

For zero extra cost (we already had an Addingwell server in place for the rest of the tracking, which still runs through classic server-side): 20% to 30% more data reported to the ad platforms.