Oilily is a Dutch fashion brand, founded over 60 years ago and known for bold prints and colourful designs. Their existing setup no longer met their needs.
Shopify had just introduced Checkout Extensibility, and documentation was thin. That left a choice: patch up the current setup, or build for the new checkout before anyone had worked out how.
We took the forward-looking route and prepared for the new checkout. The work came down to a custom datalayer, Cookiebot for consent, and server-side tagging with GTM and Stape.
The datalayer has two halves: a Liquid datalayer for everything before checkout, and a custom pixel during checkout. Cookiebot is connected to Shopify's privacy API so consent holds across the whole journey.
We disabled tracking in the Google sales channel entirely. For Meta we ran a dual setup so we could compare what the sales channel measured against what our own pixel measured.
“The Meta ROAS has almost tripled since we started using New North Digital's tracking setup. We've started scaling up our budgets again.”
Jurgen BergmansSocial Ads specialist for OililyOur custom pixel measured far more purchases than the Meta sales channel did. Across other channels roughly 10% of purchases go unmeasured, which is what you expect once consent is taken into account.
We continue to support Oilily, so tracking stays at this level and there is someone to ask about purchase tracking, consent and analysis.
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