ETQ already had server-side tracking. Yet we now measure 12% more conversions.
Alongside Analyzify we tested TAGGRS at ETQ Amsterdam. After a little over a month of correct measurement: +12% measured conversions. What that does and doesn't mean, and what it's worth at €150K of Google Ads per month.
This is where most brands get stuck
- You're growing, but your margin isn't keeping up
- Your marketing runs, but doesn't scale
- You don't know where money is leaking
- Your team grows, but output doesn't
In 30 minutes you'll see:
- Where you're leaving revenue on the table
- What creates immediate impact
- What to stop or scale up
Summary
- 1ETQ Amsterdam was already running server-side tracking via Analyzify.
- 2With TAGGRS alongside it, we measure 12% more conversions after a little over a month.
- 3That's not 12% extra revenue: those sales already happened, they just weren't seen.
- 4But Google, Meta and the other channels get 12% more signals to optimise on.
- 5At €150K of Google Ads per month and a target ROAS of about 5, every percent of better optimisation is worth ±€90K revenue a year.
- 6Our decision: ETQ is continuing with TAGGRS.
What your algorithm doesn't see
Google Ads and Meta optimise on the conversions they receive. Every purchase that isn't passed on doesn't exist for the algorithm. It then bids too cautiously on the searches and audiences that actually work best. Server-side tracking solves much of that, which is why ETQ was already running on Analyzify. But 'server-side' isn't an on/off switch: how well it works depends on the setup. So we had TAGGRS measure alongside it for a little over a month.
What goes wrong
- Thinking 12% more measured conversions means 12% more revenue
- Assuming server-side tracking is 'done' once it's switched on
- Leaving your target ROAS unchanged while you suddenly measure more
- Only looking at platform numbers instead of your real Shopify orders
Hidden profit
Watch your target ROAS
If you suddenly measure 12% more conversions at the same spend, your reported ROAS jumps from 5 to about 5.6. Your real result hasn't changed at that point, only your view of it. Leave the target at 5 and Google will bid more freely to get back to 5: more volume, at a lower real efficiency than you were used to. Want to keep the same efficiency? Move the target up to ±5.6. Both are fine, as long as you choose deliberately and steer on margin.
The maths at €150K of Google Ads per month
ETQ runs Google Ads on a target ROAS of about 5 and excludes every keyword containing the brand name. So the revenue below comes from people who weren't searching for ETQ yet.
| Per month | Per year | |
|---|---|---|
| Google Ads spend | €150K | €1,8M |
| Revenue at ROAS 5 | €750K | €9M |
| Now visible thanks to +12% (already there) | €90K | €1,08M |
| Scenario: 1% better optimisation | €7.500 | €90K |
| Scenario: 3% better optimisation | €22.500 | €270K |
| Scenario: 5% better optimisation | €37.500 | €450K |
The €90K a month isn't new revenue: those sales already happened, Google just didn't see them. The extra revenue comes from the algorithm bidding better with more signals. The scenarios are worked examples at the same spend, not a measured result. And this is Google Ads only: the better measurement applies to every channel.
Approach
This is how we tested it at ETQ. We use the same approach for clients.
Measure in parallel
TAGGRS ran alongside Analyzify, with the same conversions. That way you compare like with like, in the same period.
Get the measurement right, then count
We only counted from the moment everything was set up correctly. After a little over a month we measure 12% more conversions.
Check against Shopify
More conversions is only good news if they're real orders and not double counts. So we compare the measurement with the orders in Shopify.
Recalibrate target ROAS deliberately
Measuring more changes your reported ROAS. So you choose deliberately: keep the same efficiency or use the extra room to grow.
Result
What we see at ETQ after a little over a month
measured conversions on top of Analyzify
Google Ads per month (average)
target ROAS
all brand keywords excluded
Behind the scenes
This is a little over a month of data, measured on our own brand ETQ. How many conversions you miss differs per store and per setup. That's why we always test in parallel at clients first, before switching anything. We're tracking the results at ETQ and will update this article as we learn more.
What this means for you
Even if you already measure server-side, there may still be profit in your tracking. This is relevant for you if:
- You put serious budget into Google Ads and Meta and steer on ROAS or POAS
- You already measure server-side but have never tested how many conversions you still miss
- Your platform numbers don't match your Shopify orders well
- You want your algorithms to steer on reality, not on part of it
Who we are
We build brands ourselves. And use that knowledge to scale others.
This isn't theory. This is execution experience. We run multiple brands ourselves - and apply the exact same systems for our clients.
We build and scale our own brands
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