How Convident bridges client data gaps

The overview

Convident, a full-service digital agency based in Groningen, set out to eliminate data discrepancies for their performance-driven clients. Partnering with TAGGRS, Convident implemented Server-side Tracking and Google Tag Manager hosting for data-critical client accounts. In this case study, you’ll hear from Sander Kooij, Online Marketer at Convident and see how they overcame lost conversions, restored trust in reporting, and future-proofed client campaigns against privacy changes and technical limitations.

The challenges

Missing conversions and reporting confusion

Clients often noticed order counts in their backend that didn’t match Google Ads or Analytics conversions. Due to missed conversions, it was hard to prove ROI or optimize budgets.

Rising privacy and technical limitations

Stricter GDPR enforcement, Google Consent Mode, and browser tracking prevention resulted in more untracked conversions. Client-side tools and pixels were no longer enough for complete visibility in e-commerce and lead generation.

Fragmented data and friction in client relationships

Incomplete attribution created friction in reporting and client conversations, impacting trust and making it harder to defend or adapt marketing strategies.

The approach: A strategic, stepwise rollout of Server-side Tracking

To restore accurate attribution and reliable reporting, Convident began implementing Server-side Tracking with TAGGRS in 2023. They prioritized high-volume, data-driven clients, starting each deployment with a technical audit to identify where conversions were lost. Convident then configured server-side Google Tag Manager and integrated consent management, making the transition seamless for clients. This strategic move has improved data accuracy, campaign optimization, and client trust, positioning Convident at the forefront of privacy-compliant digital marketing.

By selectively implementing TAGGRS Server-side Tracking for data-driven clients, Convident is now able to match backend orders to reported conversions, enabling clearer insights and strategic decision-making for both the agency and its clients.

Results: Measurable gains in data and relationships

With TAGGRS Server-side Tracking, Convident reported:

Reduction in missing conversions for selected clients, enabling reliable reporting that finally matched backend reality
Lower CPL and more granular attribution in Google Ads and multi-channel campaigns, driving smarter budget allocation
Greater client satisfaction and stronger retention, thanks to transparent data and easier-to-defend ROI.

A man wearing glases and holding a pen is smiling at the came. He is Sander Kooi, Online Marketer at Convident

«Without reliable tracking, it’s hard to explain campaign ROI or set realistic goals. TAGGRS Server-side Tracking enables us to match actual orders with reported conversions again. That trustworthy data gives both our agency and our clients greater transparency, better alignment, and more confidence in campaign decisions. Ultimately, it strengthens the agency-client relationship.»
- Sander Kooi, Online Marketer @ Convident

PLAYBOOK BY CONVIDENT AND TAGGRS

How to implement Server-side Tracking in your client's marketing strategy

Select the right clients

Recommend Server-side Tracking only after 2 key checks:

Baseline. Ensure the client has enough site traffic or high-value conversions to justify deeper data analysis. If there’s little to optimize or no one to act on improved data, the investment offers minimal benefit and risks wasting budget.
Value vs. complexity. Weigh the potential impact against implementation challenges, ongoing maintenance, and cost. If technical demands outweigh business gains, defer the upgrade. For clients with significant volume or valuable conversions—and a team that will use the insights—Server-side Tracking can drive clear performance improvements.

Demonstrate the data gap

Compare backend leads or orders with GA4/Ads data. In most cases, clients see only a fraction of the actual results.

Focus on education, not selling

Explain what’s missing in their data and why those gaps exist (cookie laws, Consent Mode, Safari limitations). Emphasize education, timing, and data volume over a hard sell.

Connect to business goals

Ask questions like: “Your goal was 18 leads. We see 20 in the backend, but only 13 in your dashboard. Would you like to fix that?”

Make implementation seamless

The only step for the client is to enter their payment details in TAGGRS. Our team handles everything else.

Prove the impact

Within one month, show which channels are truly driving conversions, right in their dashboard.

Curious how your agency and clients could benefit from bulletproof attribution?

Book a free strategy call

About Convident

Convident builds custom WordPress and WooCommerce solutions for clients across the Netherlands, combining website development with a broad range of online marketing services such as SEO, Google Ads, YouTube and LinkedIn campaigns, social media, and email marketing. Their 20+ person team and counting includes six digital marketing specialists, all focused on measurable growth for their clients.