Client case SUITSUIT
Unlocking more data and a faster website with server-side tagging
SUITSUIT is an international lifestyle brand in the travel industry, known for stylish suitcases and bags. From their headquarters in the Netherlands, SUITSUIT serves customers worldwide through a rapidly growing e-commerce platform.
SUITSUIT wanted to gain more control over their marketing data and performance metrics, while ensuring a faster and smoother website experience for visitors. With strong online visibility, they noticed that increasing privacy regulations and browser restrictions were causing more data loss. The goal: better data quality, higher marketing efficiency, and a future-proof data architecture.
Challenge
The existing measurement infrastructure was entirely client-side, which led to:
- Slow load times due to heavy tracking scripts
- Inaccurate data caused by losses in certain browsers and ad blockers
- Limited optimization of algorithms in advertising platforms
However, the existing infrastructure on Google Cloud presented an opportunity to combine speed, data quality, and privacy management into a single robust ecosystem.
FunnelTrack approach
FunnelTrack implemented server-side tagging (SST) on SUITSUIT’s existing GCP data warehouse. The new setup integrates Google Ads, Meta, TikTok, Pinterest, and GA4 into a single unified data stream.
Key steps:
- As much tracking as possible was moved server-side to eliminate client-side scripts where feasible
- Other channels remained hybrid but now capture an average of 12.3% more data thanks to SST
- The implementation seamlessly integrated with SUITSUIT’s existing cloud environment, maintaining manageability and scalability
- Departments such as marketing, data analytics, and development immediately benefit from more reliable data and reduced website maintenance
📌 Read here: Client case Global Tickets – How Global Tickets gained control over growth with a smartly designed data platform
Results & impact
Faster website
By moving tracking from the browser to the server, the website responds noticeably faster. Heavy scripts no longer load in the browser, resulting in shorter load times, smoother UX, and improved Core Web Vitals. This enhances both SEO and conversions.
More measurable data
Thanks to server-side tagging, an average of 12.3% more conversions and events are recorded, enabling more accurate optimization in Google Ads, Meta, and other platforms.
‘Our algorithms now operate much more efficiently, and the ROI on marketing has noticeably improved.’
Financial impact
Thanks to the average 12.3% increase in measured conversions, the algorithms across various marketing channels were able to optimize significantly better. With the same marketing investment, this resulted in an estimated 2% increase in revenue from these channels.
Why FunnelTrack?
SUITSUIT chose FunnelTrack for their expertise in server-side tagging and data integration on Google Cloud. The existing infrastructure enabled a fast and reliable implementation, with maximum control over data and privacy.
What sets FunnelTrack apart
Independent advice: a setup tailored to your business, using Google Cloud or tools like TAGGRS & Stape
Experience: over 40 successful server-side tagging implementations completed
Performance-first approach: improving both data accuracy and site speed simultaneously
The result: a future-proof, privacy-compliant data stack that enables SUITSUIT to grow smarter.
Maximize your data impact with us
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