Advanced Activation
Closing tracking gaps with Google Tag Gateway (GTG)
Balancing data privacy and marketing data: how a photovoltaic manufacturer significantly improved website interaction through the targeted use of the Google Tag Gateway.
The Challenge
Our customer, a global leader in photovoltaic solutions, was forced to overhaul its data strategy due to increasing privacy regulations and digital market changes. To remain competitive, the goal was to develop a future-proof strategy that prioritizes customer data privacy while delivering reliable data for its marketing campaigns.
Our Approach
To address the challenge and establish a stable data foundation, our customer initiated an innovation process. The goal was to build upon the existing setup, as an advanced tagging setup—including server-side tracking—was already in place.
At the start of the optimization phase, we conducted a comprehensive tech stack audit to determine the status quo. Working together with the customer’s marketing team, we evaluated the results and created a roadmap of key topics and priorities.
A central element of the optimization was the implementation of the Google Tag Gateway (GTG) via the existing tracking server. To achieve this, the tracking server in Google Cloud was restructured before the GTG was successfully deployed.
The Results
Thanks to the structured and collaborative approach, the effects of the incremental optimizations could be measured precisely—all while campaigns continued running seamlessly. In the case of the Google Tag Gateway, the existing GA4 property was cloned and a hybrid setup was temporarily operated for validation purposes. The uplift from the gateway was significant, even though the customer already had server-side tracking in place. Although not directly measurable, another impactful outcome was the enhanced data privacy achieved through the deployment of the GTG.
