Doloris is a unique and immersive art experience located in Tilburg and Utrecht, the Netherlands. It is a maze-like installation that has been designed in collaboration with local artists.
The company sought to enhance its tracking capabilities to optimize marketing performance and customer insights, relying on a partnership with us to overhaul its technical infrastructure.
The client got in contact with us because they were experiencing issues with the measurement of their ticket sales in platfoms like GA4 and Google ads. Like many organisations in the event industry they are depended on a third-party ticketing vendor.
This poses an extra challenge for web analytics because the customer journey takes place on multiple domains, some not under management of Doloris. Luckily their ticketing provider was willing to work with us on improving their tracking capabilities.
The ticketing provider Doloris uses is CM. They manage an online ticketing system for the cultural and event sector. Each of their clients wants to know how many of their users buy a ticket after being redirected to the CM website. That is why CM has developed a GA4 integration with the GA4 Measurement protocol and an event datalayer.
Because the world of web analytics is rapidly changing, their solution was lacking some crucial features needed by Doloris, like the use of user-provided data, and the allowance to implement a custom GTM script for server-side tracking.
We helped CM improving their datalayer and measurement protocol hits by providing them with our documentation and support. Once they implemented it for Doloris and we tested it, they deployed the solutions for all of their clients.
For Doloris we implemented server-side tracking to improve attribution to their marketing channels. Since the users’ journey takes place on 3 different domains we ensured that cross-domain tracking was setup properly.
Doloris is build upon a WordPress website, two ticketing domains of CM and two Typeforms. This poses a problem for user identification because cookies cannot be shared over multiple domains.
By placing the ticketing sites on two subdomains of the sites session continuity is ensured. Besides that wqe made sure thay cross-domain tracking was setup properly in GA4 and the conversion linker tag for Google ads.
Not only tracking cookies needed to be shared, also actual consent states set by users needed continuity over all platforms. We set this up with a combination of standard CookieBot features, consent tags in GTM and hardcoded snippets on certain points in the customer journey. This way the user’s consent prefereces are respected with every click.
The central theme of this case is combining different tools and methods to come to the same outcome as a “standard” implementation would. All in all we used a combination of client-side, server-side and server-to-server tracking, to provide accuracy and stability for the analytics tools.
After a period of debugging the new setup for Doloris we accomplised a GA4 setup which is 98% accurate, with functioning attribution of their ticket sales to the responsible marketing channels. The client was very satified.
We are very pleased with our collaboration with New North Digital. Their knowledge and expertise helped us make big improvements in our tracking.
Since implementation, we’ve provide Doloris with continuous support. When new difficulties arise we are on top of it. This way we can guarantee a accuracy of data, so that Doloris can focus on their online marketing efforts.