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Achieving perfection with server-to-server tracking for Magento

Case of Maxima and Vendic

About Maxima

Maxima is a leading European supplier of professional catering equipment, serving the hospitality industry for over 50 years. Operating through their Magento e-commerce platform, they provide restaurants, cafés, and catering businesses with commercial kitchen equipment ranging from refrigeration to food preparation machinery.

After implementing server-side tracking, they experienced deteriorating data accuracy in GA4 that was impacting their ability to optimize their digital marketing and e-commerce operations.

The Challenge

After the integration of server-side tracking, Maxima noticed their GA4 data becoming progressively less accurate. The most critical issue was a persistent problem that had plagued them for six months: Paid Shopping traffic was being incorrectly attributed to the Paid Search channel.

Multiple specialists had examined the issue without success. The misattribution was severely impacting their ability to measure campaign performance and optimize their marketing spend. With their Magento setup and server-side implementation, the technical complexity required specialized expertise in both e-commerce tracking and server-side implementations.

How do you diagnose tracking issues across multiple layers of implementation? How do you restore data accuracy when previous attempts have failed? These questions guided our approach.

The Solution

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Approach

We conducted a comprehensive audit of their entire tracking setup, examining the data flow from Magento through their TAGGRS server-side implementation to GA4.

Working in collaboration with Vendic, Maxima’s Magento development agency, we identified the root causes of the data inaccuracies and developed a structured improvement plan.

The complexity of the Magento environment and server-side setup required close coordination between all parties to ensure changes were implemented correctly without disrupting ongoing operations.

Implementation

We systematically addressed each tracking issue, starting with quick wins to restore immediate data confidence while working on the more complex attribution problem.

The Paid Shopping misattribution issue required deep technical investigation into how channel data was being passed through the server-side setup. We identified where the channel information was being lost and implemented a solution that correctly preserved attribution data throughout the entire tracking chain.

Throughout the implementation, we provided hands-on support and clear documentation to ensure both Maxima and Vendic could maintain the solution long-term.

Results

Our intervention quickly restored data accuracy in GA4. The persistent Paid Shopping attribution issue that had remained unresolved for six months was fixed, allowing Maxima to accurately measure their marketing channel performance.

The restored data accuracy enabled Maxima to return to confident, data-driven decision making for their e-commerce operations.

A very persistent issue was solved professionally and quickly, while we had been struggling with the issue for 6 months and had several specialists look into the issue. All in all, very satisfied with New North Digital, their expertise and decisiveness.

Tim van Duin Ecommerce specialist at Maxima

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