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.
Doloris experienced issues with measuring ticket sales in GA4, Meta and Google ads. Like many organisations in the event industry, they are dependent upon a third-party ticketing vendor. This means that the purchase and its measurement take place on a third-party domain.
The ticketing vendor, CM.com, offered limited settings and was lacking crucial features for tracking, like utilizing user-provided data and the possibilty to implement a custom Google Tag Manager script for server-side tracking.
How do we identify users across domains and manage consent? How do overcome third-party limitations? It was quite clear from the start: we need to get CM on board for this project.
Luckily, Doloris already had a good relationship with CM and they were happy to work with us on their integration. After all, it can serve many of their clients wanting to measure purchases on CM.
This project became two-fold:
After identifying CM’s current architecture, we determined that it was necessary to improve their datalayer and implementation of the measurement protocol.
We’ve provided them with an extensive implementation guide. Along the way, we’ve performed test, provided feedback and once ready they’ve deployed the solution for all of their clients.
The main objective was to improve attribution to Doloris’ marketing channels. Quite the challenge when the customer journey takes place on multiple domains:
This poses a problem for user identification and consent management, because cookies cannot be shared across multiple domains.
Our consulted changes to CM’s architecture now allowed us to overcome this by loading GTM scripts hosted on Doloris subdomains onto CM’s ticketing enviroment. Additionally, we’ve setup cross-domain tracking in GA4 and the conversion linker tag for Google ads.
To respect actual user consent states, a combination of standard CookieBot features, consent tags in GTM and hardcoded snippets was applied.
After a period of monitoring and debugging the new setup for Doloris, we’ve accomplised a GA4 setup which is 98% accurate. With correct attribution of marketing channels, the client finally has reliable insight into ROI of each channel.
We are very pleased with our collaboration with New North Digital. Their knowledge and expertise helped us make big improvements in our tracking.
Afterwards, we’ve continued to provide Doloris with support to stay on top of issues. This way we can guarantee data quality, so that Doloris can focus on their online marketing efforts.