How Business Unicorn Boosted Conversions by 34% With Server-Side Tracking
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A fast-growing wellness brand specializing in immune supplements came to Business Unicorn with a familiar challenge: their ads were running, the orders were coming in, but the data wasn’t telling the full story. Conversions were underreported, ROAS was misleading, and smart bidding algorithms were flying blind. They partnered with us to uncover what was really happening behind the numbers - and fix it.
The challenge
The core issue wasn’t poor campaign strategy, but data loss. Like many modern e-commerce brands today, our client was hit hard by browser privacy restrictions, ad blockers, and shortened cookie lifespans. Their client-side Google Tag Manager setup was no longer sufficient.
This was a growth bottleneck, resulting in:
- Misattributed sales
- Incomplete conversion data
- Wasted ad spend on underperforming campaigns
- Less effective optimization from Meta and Google Ads
They weren’t losing sales. They were losing visibility. And that meant every strategic decision was based on faulty data. Business Unicorn was brought in to close that gap and reclaim the missing 30-40% of conversions.
How we approached
Business Unicorn implemented a custom-built server-side tracking solution to fix attribution gaps and bring full clarity back to their performance data.
Server-side GTM setup: We deployed a dedicated container hosted on Google Cloud, giving the client total control and resilience against browser restrictions.
Custom tracking subdomain: By routing data through a branded subdomain, we bypassed blockers and preserved cookie data - especially for Safari users.
Cloudflare Proxy configuration: We ensured seamless IP routing, reducing the risk of any third-party tracking interference.
Dual GA4 property strategy: Our side-by-side tracking setup compared client-side and server-side performance in real-time, validating the improved results.
Refined conversion events: We restructured core conversion events (purchase, add-to-cart, checkout) to deliver high-quality signals into Google Ads and Meta.
Every move was carefully chosen by our experts, made to future-proof their stack and eliminate hidden data loss.
Conclusion
Within weeks of launching server-side tracking, this wellness brand saw a 34% increase in attributed conversions - with no changes to ad creative or budget. Campaign ROAS corrected to reflect true performance, smart bidding algorithms began optimizing on accurate data, and the client could finally make informed scaling decisions. By partnering with Business Unicorn, they turned a silent data leak into a measurable competitive edge.
