Case Study: a customized sweets retailer reduces "(not set)" traffic and improves attribution with Stape

Customized Sweets Retailer cuts "(not set)" traffic from 14–16% to under 4% with Stape

The customer, a customized sweets retailer, faced significant analytics challenges with 14-16% of its traffic being classified as "(not set)" and a large volume of irrelevant visits from outside its operational area. This unreliable data distorted marketing attribution and hampered business decisions. They engaged the Stape Care team to audit and fix their server-side tracking setup.

Stape implemented a solution that reconfigured root-level consent cookies, unified the data flow through a single server container, and deployed server-level filters using GEO Headers and User Agent Info to block bot traffic. They also enabled Cookie Keeper. As a result, Stape reduced the "(not set)" traffic from 14-16% to under 4%, normalized direct traffic, and restored attribution accuracy, giving the client reliable data for marketing and operations.