Bosting data quality and closing tracking gaps with Google Tag Gateway (GTG)

The Challenge

As one of the world’s leading partners for dentists and dental technicians, Kulzer, part of the Mitsui Chemicals Group, operates in a highly specialized market.

Increasing privacy regulations and digital transformation forced Kulzer to realign its data strategy. The goal was to create a future-proof solution that meets strict data protection requirements while delivering precise data for effective marketing to a demanding target audience.

Our Approach

As Kulzer’s strategic AdTech partner, the goal was to prepare Kulzer for the post-cookie era, which is why we future-proofed the tracking infrastructure:

• Establishment of Server-Side Tracking (SST): Initially, a scalable sGTM environment was set up on the Google Cloud Platform (GCP). By shifting data processing from the client to the server, data collection is transitioned into a first-party context.
• Implementation of the Google Tag Gateway (GTG): Additionally, the GTG was configured to serve Google tracking libraries directly via the company’s own infrastructure. This minimizes reliance on third-party domains right at script loading, improves performance, and strengthens resilience against browser restrictions.

This holistic approach secures a data foundation for Kulzer that is both high-performing and fully privacy-compliant.

The Results

The iterative implementation enabled precise performance measurement during ongoing operations.

A hybrid scenario using a cloned GA4 instance validated the significant uplift in server-side data collection via GTG, which surpassed even the quality of pure server-side tracking. The strategic advantage lies in strengthened data sovereignty: Kulzer now controls all outgoing data, ensures compliance, and is fully prepared for future privacy requirements.