{"id":4251946,"date":"2023-09-29T10:01:18","date_gmt":"2023-09-29T08:01:18","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/magasins-journey-of-digital-transformation-through-server-side-tagging\/"},"modified":"2025-07-15T12:41:56","modified_gmt":"2025-07-15T10:41:56","slug":"magasins-journey-of-digital-transformation-through-server-side-tagging","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/magasins-journey-of-digital-transformation-through-server-side-tagging\/","title":{"rendered":"Magasin\u2019s journey of digital transformation through server-side tagging\u00a0"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Magasin<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Magasin\u2019s journey of digital transformation through server-side tagging\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/09\/magasin-case-visual-1.jpeg\"\n\t\t\t\t\talt=\"A bold collage of three women in striking outfits, set against a mix of vintage and modern graphic backgrounds.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tTech &amp; Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Magasin, a prominent Danish retail brand, understands the importance of optimising its data management and digital performance. To address this opportunity, they turned to DEPT\u00ae for help implementing a server-side tagging solution.\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Building a solid server-side foundation for tagging solutions<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>To minimise the amount of data sent to third-party analytics and marketing platforms, Magasin decided to implement server-side tagging as a new web analytics and tracking approach. This would allow them to collect and process data on the server side rather than on the client side.<br><br>To build a robust foundation for this implementation, we created and configured a server-side GTM (Google Tag Manager) container. After that, we created a secure and scalable server-side environment within the Google Cloud Console.\u00a0<br><br>This infrastructure served as the backbone for Magasin&#8217;s data processing and facilitated the integration of the implemented components into the server GTM container.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Enhancing Magasin&#8217;s digital ecosystem with GA4 and Meta tags<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>To optimise Magasin&#8217;s digital ecosystem, we created and deployed the necessary tags tailored specifically for GA4 (Google Analytics 4) and Meta. This meticulous process guaranteed accurate data collection and seamless integration with Magasin&#8217;s digital properties.<br><br>Our approach went beyond their immediate needs, as we strategically designed the system to allow for additional components in the future.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"866761363\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Key benefits of server-side tagging\u00a0<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The implementation of server-side tagging brought about several significant benefits for Magasin:<br><br><em>Improved third-party integrations<\/em><br><br>Magasin now can fire all third-party integrations from their server environment. This has resulted in enhanced performance for their conversion API integrations, GA4 server-side property, and overall page performance.<br><br><em>Market-specific server environments<\/em><br><br>We established separate server environments for Magasin&#8217;s markets in Denmark, Sweden, and Norway. This segmentation streamlined data management and ensured optimal performance for each market.<br><br><em>Data control and GDPR compliance<\/em><br><br>With the setup in Google Cloud and sGTM (server-side Google Tag Manager), Magasin can now easily access and modify its data before passing it on to third-party integrations.\u00a0<br><br>This setup helps Magasin control and filter data for PII (personally identifiable information), which aligns its data collection practices with GDPR regulations.<br><br><em>Page performance optimisation<\/em><br><br>We are currently testing methods to frontload Magasin&#8217;s client-GTM container from the server. The goal is to reduce page load times and further enhance the user experience.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/09\/magasin-case-visual-2.jpeg\"\n\t\t\t\t\talt=\"magasin website shots\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The path forward to holistic customer insights<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Throughout our partnership, we\u2019ve achieved three main goals: to enable efficient data management, enhance brand performance, and ensure GDPR compliance.<br><br>As our collaboration with Magasin continues, we are exploring new potentials for server-side tagging. We\u2019re focusing on a holistic view of all of Magasin&#8217;s users from an omnichannel perspective, aligning with Magasin&#8217;s goal of leveraging data to gain deeper insights into customer behaviour and preferences.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":106,"featured_media":4251947,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41829],"case-category":[42389,42384],"award":[],"person":[39646],"case-industry":[42388],"class_list":["post-4251946","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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