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Multi-domain server-side tracking for WordPress

Case of Wolky

About Wolky

Wolky is a Dutch footwear company specializing in comfortable, high-quality shoes designed for all-day wear. Founded in 1981, the family-owned business has built a reputation for combining European craftsmanship with innovative comfort technology, creating shoes that support foot health without compromising on style.

The client had issues with accurate transaction tracking and attribution in tools like GA4, Google Ads and Meta Ads. Their measurement setup was running on PixelYourSite, a WordPress plugin, which was not flexibel enough to meet their needs. So they came to us to customize their setup for all their 5 webshops.

The Challenge

Wolky operates five international webshops across the Netherlands, Germany, the UK, the US, and Belgium. Each site needed accurate tracking, but their existing PixelYourSite setup couldn’t deliver the flexibility required for a proper implementation.

The revenue numbers in GA4 didn’t match WooCommerce. Product values were being sent including tax, causing GA4 to double-count since it adds tax automatically. This meant their conversion data was inflated across all platforms.

Their consent management setup with Complianz wasn’t compatible with server-side tracking. They needed to migrate to a solution that would work with their new tagging infrastructure while maintaining compliance across all markets.

How do you implement consistent tracking across five sites with different tax rules? How do you migrate consent management without disrupting active campaigns? These questions guided our approach.

The Solution

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Approach

We replaced PixelYourSite with a custom server-side tracking implementation. Working closely with Retail2Market, Wolky’s development partner, we developed a custom event datalayer for all five sites.

With the new datalayer we ensured that ecommerce.value excluded tax at the item level across all events purchase, add_to_cart, view_item, and begin_checkout.To avoid duplicate transactions we implemented a server-side deduplication mechanism.

For consent management, we migrated from Complianz to CookieFirst, implementing it through GTM rather than as a separate WordPress plugin. This allowed for proper integration with our server-side setup and gave us granular control over consent modes per market.

We set up measurement protocol for GA4 to capture conversions that couldn’t be tracked client-side. Each site got its own configuration, maintaining data isolation while using a shared GTM server infrastructure.

Implementation

Throughout implementation, we ran detailed QA comparing WooCommerce order data against GA4 transactions. When we found discrepancies like refunds being excluded in WooCommerce but not GA4. We documented the differences and established what “accurate” meant for each metric.

Results

Revenue tracking now matches between WooCommerce and GA4 with 93%+ accuracy across all five sites. The remaining variance is explainable ad blockers, strict privacy settings, and modeling differences that can’t be eliminated.

Conversion data in Google Ads and Meta is now consistent with GA4, giving Wolky’s marketing team confidence in their optimization decisions across markets.

The server-side infrastructure runs on a single virtual server handling all five sites, keeping monthly costs low while maintaining performance.

We’ve been working with New North for several years now, and we’re very satisfied. Freek is incredibly dedicated, takes initiative, and is always available exactly what you want from a collaboration!

Floor Ablas Marketing & Ecommerce manager at Wolky

We’ve helped 25+ WordPress sites