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Case Study

Back Market migrates to server-side for +14% tracked conversions

How Back Market strengthened the quality of its tracking despite RGPD, ITP and Adblockers? Find out how a GA4 server-side migration piloted by Starfox Analytics restored marketing data and optimized advertising performance in a constrained market.

+14%
Conversions tracked in GAds and Meta on the server-side

Back Market

Back Market

Founded in 2014, Back Market is the European leader in refurbished goods, present in over 15 countries, with more than 10 million customers and over 1 billion euros in business volume. Back Market has built a sustainable growth model based on robust technology and a data-driven strategy. To continue to effectively manage its media investments in a context of increasing technical and regulatory restrictions, the reliability of conversion tracking has become a strategic issue.

Context & Objectives

Global Server-Side Migration

The gradual disappearance of client-side signals linked to RGPD, ITP and ad blockers was compromising Back Market's ability to track the user journey and attribute conversions correctly. To restore reliable, usable data in GA4, Google Ads and Meta, Back Market decided to migrate to more resilient, secure and controlled server-side tracking. The objective: to guarantee the continuity of marketing measures while ensuring perfect compliance.

Method & Solutions

Methodology

Starfox Analytics carried out a complete GA4 server-side migration in four stages: mapping of existing events, detailed migration plan, GTM Web & Server configuration with shared uploads to GA4, Google Ads and Meta, and dedicated documentation. A Looker Studio dashboard connected to BigQuery was set up to monitor data quality. Results: +14% conversions tracked on Google Ads and Meta, -30% client-side JavaScript load, and strengthened data governance within an RGPD-compatible framework.

Consultants

They took part in this Customer Business Case.

Daniel Valide

Technical Analytics Lead and R&D Manager

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Back Market migrates to server-side for +14% tracked conversions

How Back Market strengthened the quality of its tracking despite RGPD, ITP and Adblockers? Find out how a GA4 server-side migration piloted by Starfox Analytics restored marketing data and optimized advertising performance in a constrained market.

Read the article
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