Case Study: Blanc Space achieves accurate tracking and better Google Ads attribution with Midsummer Agency

Blanc Space restores 99% conversion accuracy with Midsummer Agency

Blanc Space, an e-commerce business specializing in custom phone cases, faced significant data tracking challenges that were skewing their marketing performance. Their initial setup with Analyzify and a Meta Pixel app led to a loss of UTM parameters, causing 75% of ad traffic to be misattributed. This, along with a lack of server-side tracking and duplicate conversion events, resulted in inefficient ad spend and unreliable data across platforms like Shopify, GA4, and Google Ads. They enlisted Midsummer Agency to resolve these issues.

Midsummer Agency implemented a comprehensive solution that included migrating the Meta Pixel to GTM, optimizing the Analyzify setup, and fixing the script that stripped tracking parameters. Crucially, they implemented server-side tracking using Stape to make data collection resilient to ad blockers. This restored accurate attribution, eliminated duplicate conversions, and provided a scalable infrastructure. The results for Blanc Space included a 99% conversion accuracy, the resolution of all UTM loss, and a fully restored capacity for dynamic remarketing, leading to vastly improved Google Ads efficiency and marketing decisions.

Blanc Space