Lebara is a mobile virtual network operator active in several countries. They had tried to implement server-side tracking themselves, and both GA4 and Google Ads were suffering for it. The same happened when they tried to add user_id to GA4, and in Google Ads they wanted transaction IDs measured per campaign.
Separately, their Dutch marketing partner Direct Business asked us to set up server-side tracking across eight interconnected domains.
With Lebara we diagnosed the issue and documented the solution. For Direct Business we deployed a tagging server on Google Cloud Run, using a single virtual server for all eight sites.
After several sessions and an audit of the existing setup, we mapped every event worth measuring and built a custom event datalayer on top of that overview.
Not every subscription is approved during the user's session, so we added server-to-server event tracking through the Measurement Protocol for the conversions that land later. Both teams wanted to understand how server-side tagging with GTM and Google Cloud actually works, so the project ended with training rather than a handover document.
“Our tracking is now much better, we have more and accurate data. The entire process went satisfactorily.”
David de GoedeDirect BusinessSales are attributed to the right marketing channels again. user_id lets Lebara measure across devices and sessions, and server-side measurement extends the GA4 cookie lifetime to two years, so iOS visitors are no longer counted as new after seven days.
We continue to support both Lebara and Direct Business to keep tracking quality where it is.
Running into the same thing?
We love the work others find too technical. A trigger from 2019 that skews your revenue? We'll find it. And we'll explain it to you without the jargon.
