Reformance - A Google Ads Agency

One of our clients paid €1300 to a well-known (EU) company that specializes in setting up GTM server side tracking 🤑 For this fee they had to validate that all the existing conversions and tags function as expected & to move the client-side tracking set-up over to server-side for: Google Ads GA4 Meta & Pinterest + They had to set up Bing conversion tracking Tracking was already set up client-side for everything expect Bing. To our surprise there were a ton of flaws 😭 🧦 This is not an over-dramatizing attention-grabbing post. Here's how it went down: 1) First we had to fix 7 triggers: 2 were wrongly named (GTM4WP had a major update back in WINTER) 3 forms were tracking clicks instead of form submits ( unsuccesful submit => still a conversion ) 2 had redundant click filters for events (i.e add_to_cart checked if the button text was correct but didn't work for translated pages --> To fix the issues, we renamed incorrect events, set up listeners for form submissions, and removed the click filters ✔ 2) Meta tracking was wrongly set up and was not working at all because the data sent was in the incorrect format (an error was returned from Meta). --> We created a custom javascript variable template to transform the data into the correct format ✔ 3) Pinterest was also not working because of a wrongly named variable. It was set up to fire only when ‘ad_storage’ consent was ‘granted.’ The problem was that they sent a variable called ‘ad_storage_marketing_consent’ from the client but checked if ‘ad_storage’ was ‘granted,’ resulting in an always false condition ❌ -> ✔ --> We also formatted IDs into an array instead of sending just the first one ✔ 4) Regarding Bing, they did not set it up at all , even though it was a requirement 🦀 --> Bing can only be set up in the client-side container at the moment so it's not really something that they should do but the client was not informed about this. We set it up client-side ✔ 5) Purchase & Checkout events weren't firing (lol?) ❌ --> In the server-side container there were 2 wrongly named events We renamed "custom_purchase" to "purchase" & "custom_checkout" to "begin_checkout" because those are the events sent from the site ✔ 6) User data for enhanced conversions was set up partially incorrectly --> The email and phone number were correct but the address data had an additional level of depth in the object, so we removed that ❌ -> ✔ Instead of {first_name: ‘John’, last_name: ‘Doe’}, it was {0: {first_name: ‘John’, last_name: ‘Doe’}}). ------ They took a month to deliver this work and tracking completely broke 2x during this time (for days - I think 5 in total) I don’t know if it is because of a lack of knowledge or a rush, but it’s malicious - most site owners don’t know and have time to validate the deliverables. If anybody wants to try it themselves, I recommend reading the documentation for all platforms first. It saves a lot of time in the long run.

We helped our client make 📈£270,000 additional revenue during their toughest month. Here's what it took: ---- The Client: Hansa24 Group - manufactures and sells top-quality wooden houses and garden buildings - stellar customer reviews back up the quality claims. Their Challenge: Risto Alt, the owner excelled in scaling self-managed ads but hit a sales ceiling in 2022 due to fierce competition and economic headwinds. He decided to hire a Google ads agency to take things to the next level. Together we conducted a deep dive into the business. Some of the key issues we faced were: - lengthy sales cycles - losses & discrepancies in conversion tracking - Google ads prioritizing the wrong products - Google ads bringing in interested traffic but not converting traffic. - Shopping not performing - insufficient conversion volumes to optimise Google ads towards purchases etc. 💡 Strategic Actions we took to improve sales: UX: mapped out user journey &: Improved messaging removed informational barriers removed/fixed website bottlenecks improved campaign/offer clarity Data: Began capturing more 1st party data Set up Server-side tracking for improved accuracy Set up offline conversion tracking to capture offline sales & leads. Aligned GA4 & Google ads tracking 🛠️ Google Ads & Shopping feed: Campaign consolidation Focus on Cold traffic Targeted high intent conversion actions & moved down the funnel as volumes improved. Optimized Shopping feed based on search intent & past performance 🎨Ordered creatives from our creative partner (Kalaruudus.ee/en) to enhance performance of re-marketing and expansion campaigns, including: Demand gen for expansion; TV only; YT shorts. 📈 The Results: After only 3 months of building and optimising, one of the worst months of the year turned into a resounding success: Client made £270k additional revenue compared to the same month last year with the same offer. 🙏 Special Thanks to Risto Alt for being an excellent partner. Trust & collaboration is key to navigating large scale restructures