About Giesswein
Giesswein is a third-generation family business from Tyrol, Austria, best known for innovating with wool. The launch of their Merino Runners marked a strategic shift toward direct-to-consumer (D2C) sales via a growing international e-commerce store.
Executive Summary
Giesswein selected JENTIS as their server-side tracking solution to ensure high data quality for their marketing efforts. In a direct comparison with Google’s own server-side Tag Manager, JENTIS delivered 18% more conversions in Google Ads, proving to be the more powerful tool for performance optimization, consent handling, and privacy-compliant data use.
Challenge
Digital marketing plays a crucial role in Giesswein‘s business success. In recent years, Giesswein transitioned from a B2B to a B2C and D2C company, making data-driven decisions based on business intelligence and web data. In this context, channels like Google Ads, Meta, and Microsoft Ads are particularly important. Giesswein relies on technological innovation to create competitive advantages in e-commerce.
The company benefits from its position as an established manufacturer with a strong brand and a loyal customer base in a specialized niche. Originally, Giesswein used client-side tracking for data collection on websites but early on decided to switch to server-side tracking. The technology shift proved crucial, especially during the company‘s scaling phase, when the advertising budget increased and more precise tracking became indispensable. Giesswein faced challenges in digital marketing, including the increasing complexity of tracking, the need to transmit more accurate data to marketing tools, and the optimization of conversion rates and website usability.
Solution
Giesswein chose JENTIS as their server-side tracking solution to provide external marketing agencies with the best data quality for more effective online campaigns. The implementation also enables Giesswein to capture more accurate data in Google Analytics and activate this data in other marketing tools.
Due to the higher resistance of JENTIS‘s server-side tag manager to ad blockers and tracking preventions in browsers (such as Apple‘s Safari), Giesswein collects more and better behavior and conversion data on their website. This data allows advertising platforms like Google Ads to perform more effective algorithmic targeting, resulting in more efficient campaigns and a higher return on ad spend (ROAS).
Effectively utilize Advanced Consent
Mode Giesswein gains significant advantages with JENTIS when using Google Consent Mode V2. The Advanced Google Consent Mode can be utilized more effectively, as JENTIS provides full control over data forwarding in advance. With JENTIS, all data streams can be anonymized or pseudonymized before being forwarded, such as by modifying IP addresses. This prevents third parties from tracing data back to individual users. This control and modifiability also apply to data collected under the Advanced Consent Mode. Parameters can be anonymized, pseudonymized, or entirely removed before being forwarded to Google systems
Results & Impact
Server-side tracking is significantly more resistant to ad blockers and tracking preventions compared to traditional clientside tracking. Giesswein expected that both JENTIS and server-side Google Tag Manager, being server-side tracking solutions, would generate and capture similar amounts of data. However, JENTIS demonstrated a significant uplift. In the test, JENTIS captured 5.4% more users compared to the server-side Google Tag Manager.
Additionally, Giesswein saw an 8.6% increase in revenue tracked in Google Analytics with server-side tracking by JENTIS. Conversions worth 3 million euros were recorded during the test. The increase in tracked users is particularly noteworthy, attributed to JENTIS‘s higher resistance to ad blockers. All other measured KPIs showed positive effects in the test.
By enabling JENTIS Essential Mode, it became possible for the first time to use Advanced Google Consent Mode more effectively while maintaining full data control. This allowed Giesswein to increase the number of conversions tracked in Google Ads by 18% compared to using Server-side Google Tag Manager with Basic Consent Mode
JENTIS enabled Giesswein to better leverage their data across Google Ads and Analytics while remaining fully compliant and performance-driven.
With JENTIS, Giesswein not only enhances its own first-party tracking but also boosts the performance of Google products like Google Ads, Google Analytics, and Advanced Consent Mode.
The more effective tracking of traffic and conversions via server-side tracking and Consent Mode V2 enables Giesswein to activate more precise data and more conversions on Google Ads, optimizing remarketing campaigns. Thanks to the reliable managed service and data control from JENTIS, Giesswein can now transform this data quality into revenue and growth.
Learn more in the full case study, available to download below.
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With server-side tracking from JENTIS, we have already achieved a significant increase in data quality and an improvement in our campaign performance compared to traditional tracking.
