Case study · Deskeo
Improve your ad performance with server-side tracking
Ad blockers, third-party cookies on borrowed time: some conversions were slipping out of the reports. Copernic set up server-side tracking for Deskeo, all the way into HubSpot.
- Goal 01. Strengthen data quality with server-side tracking.
- Goal 02. Sharpen attribution reports and customer journeys in HubSpot.
The project
Conversions slipping through tracking.
Campaigns poorly attributed.
Deskeo designs workplaces around three offers: office rental, office fit-out and meeting room rental. Its 100,000 m² portfolio covers Paris, the Île-de-France region and Lyon, serving more than 180 client companies.
Context
Browser-side tracking was losing data: ad blockers, disabled third-party cookies, short-lived cookies on Safari and iOS.
Challenge
Make collected data reliable, attribute conversions to campaigns more accurately and comply with privacy standards.
What we did
Validated tagging plan, client-side and server-side Google Tag Manager, Addingwell, data sent to GA4, Google Ads and Meta Ads.
Result
Conversion funnel tracking redesigned and outgoing data kept under control, all the way into HubSpot.
An unmeasured conversion.
A poorly steered campaign.
Is your conversion data complete? An expert reviews it with you.
What we did
A tagging plan first.
The server next.
Copernic ran the project in close collaboration with Deskeo’s teams.
A validated tagging plan
The events to track are defined in the dataLayer by Deskeo’s developers, once the tagging plan has been validated with Copernic.
Google Tag Manager, client-side and server-side
Events go to a tracking server, which passes the data on to Google Analytics and the ad platforms: Google Ads, Meta Ads and others.
Addingwell to monitor the tags
Addingwell monitors tags in real time. Tracking health is visible at a glance, and the impact is measured in GA4 and the ad platforms by comparing before and after go-live.
Why server-side
Less data lost.
More data under control.
Server-side tracking sends data from your server, not from the visitor’s browser. In practice:
- Events collected even when an ad blocker filters scripts, in some cases
- Data formatted, enriched and validated before it is sent to third-party platforms
- A central point to connect tracking to the CRM, analytics and marketing automation
- Backend events tracked, such as transactions
Privacy
Your data goes out.
You decide which.
With a proxy server, you choose which data goes to your analytics tools, ad platforms and CRM, when, and in what form.
- Sensitive data protected: it does not travel directly from the browser to third parties.
- Easier GDPR and ePrivacy compliance: you stay in control of what is collected and passed on.
- Less reliance on third-party cookies, already disabled on Safari and Firefox, and increasingly restricted on Chrome.
In their words
The funnel tracked end to end.
Deskeo tells the story.
A complex environment, quickly understood
“We brought in the Copernic agency to optimize our HubSpot, especially the overall tracking of our conversion funnel. The team, and Charline in particular, grasped our challenges very quickly despite a complex environment. Their support was highly effective, Charline’s management was outstanding and communication was very smooth. Thanks to their expertise, we now have a tool perfectly suited to our needs. We are delighted with this collaboration and recommend Copernic without hesitation!”
Reviews translated from French
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