About Pixum
Pixum is one of the leading online photo services in Germany and Europe. The company provides customers with high-quality photo products like photo books and wall art, combined with a smooth, user-friendly shopping experience. Pixum aims to help people preserve and enjoy their most cherished photo memories.
Executive Summary
Pixum implemented the JENTIS server-side tag manager to improve marketing data quality and build a GDPR-compliant, future-proof tracking setup. The result: up to 44% more orders in Safari browsers, which are known for strict tracking prevention. These results highlight the effectiveness of JENTIS in overcoming browser-related data loss and boosting campaign performance through more reliable analytics and attribution.
Challenge
In 2020, Pixum began to feel the impact of various changes inonline marketing. The introduction of browser-based trackingprevention and the spread of ad blockers led to a steady declinein the quality of marketing data. As a result, Pixum noted differences of over 20% between its web analytics, performancemarketing tools, and the internal business intelligence solution.
Solution
At the beginning of the project, Pixum set two clear objectives:
1. Improve the data quality in marketing tools.
2. Establish a future-proof and robust data setup with regard to GDPR requirements.
To achieve this, Pixum implemented the JENTIS‘ server-side tag manager. The goal was to evaluate the data quality and compare the client-side data collection with JENTIS‘ server-side data collection. The result? An 11% increase in tracked conversions and a 55% correction in journeys for marketing attribution. As a result of these changes, the marketing budget could be immediately adjusted by +31% in a first campaign, and the new customer revenue increased by 176%. One year later, the performance was reassessed to see the effects of consistently implementing the new data setup across all channels and countries
Results & Impact
Pixum saw a substantial increase in orders, especially in browsers with strict privacy restrictions:
- +4% in Chrome
- +27% in Firefox
- +35% in Safari (in-app)
- +44% in Safari (browser)
In a comparable environment, there was an increase in orders compared to the previous year, especially in browsers known for their strict tracking policies, which saw the largest growth. The correct correlation of sessions, the channels used, and the feedback of the conversion to the marketing tools enabled Pixum to achieve significant growth. This underscores the effectiveness of the JENTIS Tag Manager against tracking prevention measures and leads to higher data quality than comparable server-side tracking solutions. When activated in advertising campaigns, this increased data quality directly boosts effectiveness and returns.
JENTIS offers a new level of data quality that enabled us to generate up to 44% more orders across all marketing channels in multiple browsers.
