The challenge

For The Good Food Network, the evolving digital landscape presented a major challenge: privacy-first policies and browser-imposed tracking prevention mechanisms were obstructing 60.28% of their data. This data loss significantly impacted their ability to track customer journeys, optimise marketing strategies, and make informed business decisions. Without accurate insights, The Good Food Network risked misallocating resources, diminishing customer engagement, and missing revenue opportunities.

The Broadplace approach

To address these data collection challenges, The Good Food Network implemented a server-side tracking solution. This strategic shift moved data collection from the client-side (browser) to a controlled server-side environment, effectively bypassing tracking restrictions while ensuring compliance with privacy regulations. The transition involved:

• Implementing server-side tracking to capture customer interactions with greater accuracy.
• Enhancing data governance to secure long-term data reliability.
• Future-proofing analytics against evolving browser policies.
• Optimising marketing attribution by restoring lost purchase insights.

The results

The impact of the server-side tracking implementation was immediate and measurable, delivering key benefits including:

• 32% Increase in Page View Data: The data improvement here was considerable vs browser-side data.
• 21% Increase in Measured Purchase Data: This boost in data accuracy provided a more comprehensive view of customer behaviours and purchasing patterns.
• 84% Approval in Consent: The approved consent from optimised consent banners meant a huge improvement in data quality.
• Optimised Marketing Performance: With a clearer understanding of customer journeys, The Good Food Network could fine-tune campaigns for improved engagement and higher conversion rates.
• Revenue Growth: Data-backed marketing decisions translated into increased sales and stronger customer retention.

Long-Term Data Reliability: The server-side approach ensured continued resilience against future tracking restrictions and privacy-first policy changes.