E-Commerce Sales Growth Through Server-Side Integrations for Google Ads, Meta Ads, TikTok Ads & GA4
The client has always focused on strengthening online sales and improving the on-site user experience.
Key Metrics
In a highly competitive e-commerce environment, accurate tracking data and effective campaign optimisation are essential for growth. This case study highlights the implementation of server-side integrations for Google Ads, Meta Ads, TikTok Ads and GA4 for a premium online furniture retailer.
Before implementing server-side tracking, the client struggled with inaccurate reporting caused by browser restrictions, cookie limitations and consent mode.
After implementation, within just 5 months, the improvements were substantial:
The Challenge & Implemented Solution
The client is a nationwide premium furniture distributor with over 10 years of online presence, offering a wide range of living room, bedroom and office furniture.
The Challenge
Before the server-side setup, the client faced:
- Inaccurate tracking due to cookie restrictions and consent mode.
- Incorrect reporting of conversions and key events, making campaigns difficult to optimise.
- Lower-than-potential sales because decision-making lacked reliable behavioural data.
The client needed a more robust tracking architecture capable of providing accurate data for Google Ads, Meta Ads, TikTok Ads and GA4, enabling meaningful optimisation.
The Solution
MDA Digital implemented full server-side integrations for Google Ads, Meta Ads, TikTok Ads and GA4.
This setup removed most limitations created by browsers and consent mode, ensuring far more accurate conversion reporting.
The solution included:
- Full server-side tracking for all major advertising platforms.
- Correct GTM Server configuration to send conversions directly from server to platforms.
- Alignment with GA4 for precise event tracking and behavioural analytics.
What We Did and Why It Worked
1. Performance-oriented planning
Strategy
We defined clear objectives: increase revenue and ensure correct conversion tracking.
Campaigns were aligned with real user intent and optimised for purchase-driven actions.
Why it worked
Precise segmentation and dynamic optimisation ensured relevant traffic at efficient costs.
2. Accurate measurement without inflated data
Strategy
We implemented server-side tracking to capture only real conversions, eliminating cookie-based inaccuracies.
Why it worked
Accurate data allowed proper reporting, better decisions and healthy revenue scaling.
3. Continuous optimisation through testing
Strategy
We tested multiple bidding strategies, campaign types and platform setups, keeping only what performed best.
Why it worked
Constant testing using clean data enabled sustainable growth without increasing budgets.
4. Conversion-driven creative
Strategy
We used clear headlines and benefit-focused messages to guide users smoothly through the buying process.
Why it worked
Simple and relevant communication increased engagement and conversion rate.
5. A collaboration built on trust and shared objectives
Strategy
We worked closely with the client, maintaining flexibility and transparency.
Why it worked
Fast adjustments and unified objectives kept performance high and stable.
Results Achieved
Following the implementation of server-side tracking, the client achieved:
+21% total revenue
+43% checkouts
+29% add-to-cart events
+6% transactions
Accurate tracking data recovered across all platforms
Reliable conversion reporting for optimisation and scaling
Increase in sales
Increase
Increase
What’s Next
The next steps include improving creative strategy, expanding high-intent audiences and further optimising budgets using accurate server-side data.
The goal remains unchanged: a fully integrated server-side system that delivers predictability, performance and scalable e-commerce growth.