From 80% to 98% accuracy – A collaboration focused on precision and compliance

When data tells the full story, marketing efforts become measurable and meaningful. For Jespers Planteskole, the journey toward precise and reliable tracking has been a game-changer. With a focus on server-side tracking and streamlined solutions, their data accuracy has now reached 98%, enabling every order to be tracked – without compromising privacy or compliance with regulations.

Precise data for precise decisions

Jespers Planteskole, known for its unique combination of a physical store and a thriving webshop, faced a significant challenge: How do you ensure valid data that complies with the latest regulatory requirements while remaining reliable enough to make strategic decisions? The challenge became particularly evident when previous tracking methods delivered data with an accuracy of less than 80%.

The solution was a tailored server-side tracking setup that ensures full control over data collection and sharing. With a strong focus on both technical precision and privacy protection, the new system brings order to a complex landscape of demands and continuous updates.

This solution enables Jespers Planteskole to balance the need for detailed insights with a deep respect for customer privacy. Tracking has become a process that not only meets compliance requirements but also ensures responsible data handling across platforms and systems.

How server-side tracking ensures precision and compliance

For Jespers Planteskole, the need for precise and compliant data has been a decisive factor in choosing their tracking solution.

A solution built for complex needs
Rather than relying on browser-based tracking methods, where data can easily be lost due to ad blockers, limited cookies, or lack of consent, data is now routed directly through the server. This approach provides full control over data points, reduces dependence on third-party services, and minimizes the risk of data loss. Jespers Planteskole can now ensure that all orders are accurately tracked—even under complex conditions such as Apple’s Intelligent Tracking Prevention (ITP).

A significant technical challenge was solved through the integration of offline conversion tracking. This solution ensures that order data is collected from the Magento platform and sent to analytics tools like GA4 and Facebook Ads, regardless of whether the purchase was made offline or online. This enables precise reporting and attribution across channels.

Another key component of the solution is filtering internal traffic. Standard tools in GA4 proved insufficient, as they could not accurately exclude employee traffic. To address this, a customized function was developed to identify and exclude internal traffic directly at the server level, ensuring that only genuine customer behavior is reported in the analysis.

Collaboration on privacy and consent
To meet GDPR requirements and minimize the sharing of personal data, such as IP addresses, all critical scripts—including JavaScript from third-party services like Google and Cloudflare—have been self-hosted. This prevents unintended data transfers to third-party servers without explicit user consent.

And the results speak for themselves: 98% of revenue is now accurately tracked.

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We have been extremely pleased with the collaboration with MCB's tracking team. There’s never any doubt that they have everything under control. They demonstrate their expertise in the field, and we can always trust that their setups are flawless.

Our server-side setup has given us a significant advantage by ensuring more accurate data and improved collection, which forms the foundation for evaluating and optimizing our online marketing performance.

Additionally, we now save a lot of internal time, as we no longer have to worry about checking and validating data.

ANDERS JUUL

Managing Director at Jespers Planteskole

The valid data is an advantage for marketing

The implementation of server-side tracking has been a crucial milestone for Jespers Planteskole. Before the solution was introduced, data accuracy was below 80%, making it difficult to trust the numbers and use them for strategic decisions. Today, accuracy has increased to 97-98%, meaning the data now aligns with reality and can serve as a reliable basis for decision-making.

The improved data quality also translates to greater value for money on Google Ads, Meta, and other advertising platforms. By maximizing the efficiency of the advertising budget, Jespers Planteskole achieves greater impact—enhancing their competitiveness in a market where not all players have invested in optimized tracking setups.

The precise data is used monthly to evaluate marketing efforts across channels. GA4 serves as a solid foundation, where the numbers are compared with the platforms' own reports to account for differences in attribution windows. This approach makes it possible to identify which channels and campaigns perform best and where there is room for improvement.

In particular, email marketing through Klaviyo and social media advertising have become more effective due to the more accurate data foundation. For Facebook advertising, the platform's own tools are used as a supplement to GA4, ensuring a detailed overview of campaign performance.

Moreover, the improved tracking provides significantly better control over whether the data sent to advertising platforms complies with GDPR. This added security helps build trust and supports ethical and lawful advertising practices.

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The collaboration with Jespers Planteskole has been an exciting journey, where we’ve had the opportunity to continuously test new solutions and fine-tune their tracking setup. We act as their partner for all things related to data and tracking on the Magento platform, and this close cooperation has allowed us to tailor solutions that truly make a difference. It’s a partnership built on flexibility and mutual trust, and we greatly value the ongoing dialogue about both daily operations and new initiatives.

NICOLAI HESSELHOLDT

Tracking & Google Ads Specialist at MCB

Who is Jespers Planteskole?

Jespers Planteskole is a reputable company rooted in both physical retail and e-commerce. Combining an inspiring physical store with a modern webshop, they specialize in providing everything related to plants and gardening supplies for both private and business customers. The majority of their business—around 85%—is conducted through their webshop, which is among Denmark's leading platforms in its niche.

What makes the company particularly unique is their in-house logistics solution, where 80% of all deliveries are handled by their own drivers and vehicles. This approach ensures that even fragile plants and large gardening projects are delivered safely and in top quality. While Jespers Planteskole primarily focuses on private customers, they also serve business clients on larger projects, although they do not specifically target this market.

With a passion for customer service and a strong focus on quality, Jespers Planteskole is not just a supplier of plants but a trusted partner for gardening enthusiasts across the country.