Materials Market Case Study

Project Details

Materials Market

Server-Side Tracking

Started on June 2022


Materials Market is one of the leading online suppliers of building materials, servicing thousands of customers and generating sales for supply chain partners across UK.

The Challenge:

Materials Market sought to set up tracking on GA4 and ensure the accuracy of tracking across all marketing channels.


In response to the client’s needs, our in-house tracking experts recommended implementing GA4 alongside server-side tracking. GA4 Server-Side Tracking represents a cutting-edge approach, enabling more precise tracking and analysis of visitor interactions while circumventing browser precedence (such as Safari) and privacy tools (like ad-blockers).

Server-side tracking empowers the client to:

  1. Enhance Cross-Domain Tracking: Seamlessly track user interactions across multiple domains, providing a comprehensive view of customer journeys.
  2. Optimise Digital Strategies: Gain deeper insights into user behaviour and campaign performance, enabling informed decision-making and strategy refinement.
  3. Improve User Experience: Tailor marketing efforts and website experiences based on accurate data, enhancing user satisfaction and engagement.
  4. Make Data-Driven Decisions: Utilise reliable data to drive business decisions with confidence, maximising ROI and effectiveness.

For businesses like Materials Market, operating in both online and offline realms, server-side tracking serves as a vital bridge, ensuring a holistic understanding of customer interactions and optimising marketing efforts accordingly.



Since the implementation of server-side tracking, Materials Market has seen a 15% increase in conversion rates.