About Vileda
Vileda, founded in 1948 and part of the German Freudenberg Group, is one of the world’s leading brands for cleaning solutions used in households and professional settings. With a presence in over 35 countries, Vileda is known for its innovative and durable products, including mops, cloths, and e-cleaning products.
Vileda serves millions of customers globally and contributes significantly to Freudenberg’s Household Products division, which generated over €1 billion in sales revenue in recent years. Vileda combines decades of expertise with a focus on sustainability and user-centric product design.
Executive Summary
Vileda faced a growing issue with declining data quality across both their analytics tools and performance marketing platforms. Incomplete and inconsistent tracking made it increasingly difficult to trust the data used for campaign evaluation and strategic decisions.
One of the most pressing challenges was the misalignment between website analytics and actual order data, which created uncertainty in reporting and budget allocation. With data trust under pressure and tracking preventions causing visibility gaps, Vileda needed a solution that could restore accuracy, ensure consistency between analytics and backend data, and re-enable effective marketing performance measurement
Challenge
Vileda faced a growing issue with declining data quality across both their analytics tools and performance marketing platforms. Incomplete and inconsistent tracking made it increasingly difficult to trust the data used for campaign evaluation and strategic decisions.
This became especially critical as Vileda aims to grow its direct-to-consumer (DTC) business via their webshop. To drive more revenue through this channel, having reliable first-party data and full visibility into the digital customer journey was essential.
One of the most pressing challenges was the misalignment between website analytics and actual order data, which created uncertainty in reporting and budget allocation.
With tracking preventions causing visibility gaps, Vileda needed a solution that could restore accuracy, ensure consistency between analytics and backend data, and re-enable effective marketing performance measurement, with the ultimate goal of strengthening their DTC strategy.
Results & Impact
The impact of implementing JENTIS server-side tracking was both immediate and measurable. Vileda saw an 89% increase in captured pageviews and a 50% increase in reported users through GA4 when using the JENTIS setup, along with a 42% uplift in recorded purchases.
Meta campaigns also saw improved performance, with initiate checkout events increasing by 12.6%. Additionally, the new setup captured 13% more purchases compared to their previous client-side Meta Pixel tracking setup. One of the most striking improvements came from e-commerce tracking: after the implementation, add-to-cart events nearly doubled when comparing the first and second half of 2024.
I would recommend JENTIS to all brands looking for ways to boost performance on marketing channels like Meta and Google Ads. With JENTIS, we were able to track 42% more purchases and nearly double the number of add-to-cart events — a major success that enables us to optimise our marketing campaigns more effectively. Additionally, we were able to future-proof our tracking setup for the long term with JENTIS as a strong European partner.
