About aqua blue®
aqua blue is a Germany-based manufacturer of descaling systems for household use. The company’s mission is to make sustainable water treatment solutions accessible to a broad audience, focusing on direct-to-consumer (D2C) distribution through its own online store.
Executive Summary
To drive sustainable growth through performance marketing, aqua blue implemented server-side tracking with JENTIS. The improved data quality enabled the company to accurately capture conversion data and feed it into Google Ads. The result: a 36% lower Cost per Acquisition (CPA) in PMAX campaigns and a significantly higher ROI across all campaign types.
Challenge
aqua blue uses performance marketing as its mainchannel for acquiring new customers on its ownwebsite, primarily through Performance Max (PMAX) andsearch ad campaigns on Google Ads. The companyutilized Google Tag Manager in combination with GoogleAnalytics for tracking.
To achieve sustainable business growth throughperformance marketing, more precise website andconversion tracking became necessary to optimize theGoogle Ads campaigns.The previous client-side tracking was not up to thechallenges. Ad blockers and anti-tracking measures inbrowsers, such as Apple‘s ITP in Safari, led to asignificant deterioration in data quality. Too fewconversions on the website could be accuratelycaptured and attributed to the campaigns.
However, advertising platforms require as completeconversion data as possible to algorithmically targetand efficiently deliver advertising materials. aqua blueidentified server-side tracking as the key lever foroptimizing campaign performance.
Solution
In server-side tracking, individual tools such as GoogleAnalytics are no longer responsible for tracking; instead,the Tag Manager itself takes over, forwarding thecaptured data to tools and platforms. Here, the choicefell on the solution from JENTIS. The powerful serverside tracking of the JENTIS Tag Manager is largelyresistant to ad blockers and anti-tracking measures andtherefore captures more accurate data thanconventional tracking.
JENTIS enabled aqua blue to accurately capture websiteconversions and transmit them to both Google Analyticsand advertising platforms like Google Ads for campaignoptimization. Particularly, algorithmically drivencampaign formats like Google Ads PMAX rely oncomplete conversion data for precise tar- geting.
Furthermore, JENTIS persistent first-party cookie alsoidentifies returning visitors as such, thus avoidingmultiple counts. The corrected data provides a clear,complete view of customer journeys for more targetedcustomer engagement and more efficient budgetallocation.
Results & Impact
Due to the improved data quality, aqua blue was able tosignificantly enhance the performance of Google Ads.Compared to Google Tag Manager, aqua blue recorded alower Cost per Acquisition (CPA) across all campaigntypes with JENTIS.
This effect was particularly noticeable in thealgorithmically driven PMAX campaigns on a month-tomonth comparison. For these campaigns, completeconversion data is of utmost importance. Here, aquablue achieved a 36% lower CPA with JENTIS, resulting ina higher Return on Investment (ROI). Over all campaigntypes, CPA was reduced by 29.3%.
In line with the performance improvement in GoogleAds, there was an increase in the number of ordersreceived and sales. For aqua blue, switching the tagmanagement system to JENTIS meant not just moreprecise tracking, but an increase in revenue and Returnon Investment.
With the switch to first-party data, aqua blue can alsorely on future-proof tracking that is quick and easy toadapt to changing conditions and regulations.
Learn More
The full case study is available for download here.
With server-side tracking from JENTIS, we were able to significantly increase the ROAS of our Google Ads campaigns – for us, the solution is a real game changer and a revenue factor.
