When your ad data goes missing: Yummy’s journey to better tracking

"The less data you give the algorithms, the worse the campaigns perform," says Heiman Safeen, Yummy's Group Growth Officer. "That's what triggered us to look deeper into this."

The problem: missing conversions and complex tech

Running campaigns with up to 6-digit monthly ad budgets per month, Yummy couldn't afford to have their tracking system miss conversions. But that's exactly what was happening with their basic pixel tracking setup in Google Tag Manager.

They faced a few key challenges:

• Events weren't being tracked properly
• Their existing tech & martech stack setup made it tricky to implement better tracking
• Their dev team resources were better used elsewhere – as it takes time, expertise, money, and maintenance to build a custom solution
• They wanted to use Meta's Conversion API but couldn't justify the development resources

Also, planning expansion into multiple European markets added another layer of complexity – they needed a scalable conversion tracking solution that wouldn't require technical resources in each new country.

The search for a solution 

Before finding Tracklution, Heiman tried several other tracking solutions. Some were great for Shopify stores (which they don't use), others just didn't work with their tech stack.

"Other solutions weren't at a stage where we could actually use them," Heiman explains. "They just weren’t flexible enough for our needs."

Yummy needed a powerful yet flexible solution that would work with its unique combination of custom tech stack and third-party martech tools.

Working together, we did a few crucial things:

• Basic website tracking in a cross-site environment connecting several third-party tools with Tracklution's 1st party script
• Enhanced Conversions with Webhook (some data couldn’t be pushed to the GTM Data Layer)
• Conversion blocking to filter out unwanted conversions
• Server-to-server webhook to ensure no conversions are missing in case of script malfunctions
• As it's a subscription business, implementing offline conversion tracking to track repetitive purchases over time
• Enabled system to match events properly between different tracking methods

"We've been playing around quite a lot with different things to tweak Tracklution to suit our needs," says Heiman. 

Our collaboration actually led to epic features that now benefit all Tracklution users – double win!

The results: more customers, lower costs

The numbers tell the story:

• 42% more new customers compared to the previous year
• 15% lower customer acquisition costs
• Over 30% more purchases tracked compared to pixel-only tracking
• In some cases, they found their old pixel setup was missing more than half their conversions

"Getting this kind of growth in these market conditions doesn't come easy," Heiman notes. "Now that the algorithms have the right data in the right format, they just work better - the numbers speak for themselves."

Yummy’s favourite feature: teaching the algorithm

There’s one Tracklution feature that Yummy can’t live without. 

You see, ad platforms' algorithms work better when they receive more accurate data. And the ability to filter out certain types of conversions before they reach ad platforms is one way to do that.

"There are conversions we don't want to send to the ad platforms, so they don't look for those types of audiences," explains Heiman.

This idea led Tracklution to build our block automations feature. With this feature, you can set specific criteria to keep your data clean and your targeting sharp.

Why it worked so well

A few things made Tracklution the right choice for Yummy:

• No need to burden their dev team
• Clear visibility into what's actually being tracked
• Flexible enough to work with their specific tech setup
• Top-notch quality tracking for ad professionals
• Yet, simple to manage for busy teams

What’s next for Yummy?

With new funding secured for further international expansion, Yummy knows their tracking infrastructure can scale with them. 

Heiman has some straight talk for other companies still using just pixel tracking: 

"It's going to be a bumpy road going forward with just cookie-based tracking. You're leaving money on the table because server-side tracking can definitely improve your campaign's performance."

Want similar results for your company? 

See for yourself how server-side tracking with Tracklution can help you capture more conversions and reduce customer acquisition costs.