Case Study: Danish Eyewear Retailer restores accurate GA4 attribution with Stape

Danish Eyewear Retailer cuts Direct traffic 67.9% with Stape

A Danish eyewear retailer faced significant marketing attribution gaps on its WordPress eCommerce site due to browser restrictions like ad blockers and Safari's ITP. This caused over a third of its traffic to be misreported as Direct in GA4, distorting campaign data and hindering growth. The company engaged Stape to address this challenge.

Stape implemented a server-side Google Tag Manager setup, utilizing its Conversion Tracking plugin for WordPress along with Custom Loader and Cookie Keeper power-ups. This solution reduced Direct traffic by 67.9% and dramatically improved channel attribution, with Paid Search increasing by 56.8% and Organic Search by 36.1%. For the customer, Stape's implementation also led to a 37.5% increase in total reported revenue and a 184.1% increase in revenue per active user.