Case Study: Entrio

90% accuracy of online transactions with server-side tracking

How did Entrio increase the accuracy of online transaction tracking to 90% using server-side tracking?

Digital analytics is changing faster than ever. Ad blockers, browser restrictions, and increasingly strict privacy rules directly impact the amount and accuracy of data recorded by tools like Google Analytics. Traditional tracking methods are increasingly failing to provide a complete picture of user behavior, making it harder to make data-driven decisions.

Entrio.hr, one of the leading ticket sales platforms in the region, faced this challenge. Google Analytics was underreporting actual online transactions, prompting them to upgrade their tracking system.

What does our client say about the collaboration and the results achieved?

“Working with Arbona has been a real refreshment — they don’t approach projects routinely, they understand client needs and are results-oriented. Thanks to Arbona, we now track over 90% of online transactions without relying on data modeling. We have much better insights, reduced dependence on ad blockers, and improved site speed. We are extremely satisfied with the collaboration, the Arbona team, and their support.”

Zrinka Bockovac, Entrio d.o.o

Incomplete data and limitations of traditional tracking

The lack of accuracy in analytics was the result of several technical and external limitations:

inadequate cookie consent design
cookie restrictions in browsers like Safari and Firefox (ITP/ETP)
tracking scripts being blocked by ad blockers

As a result, a number of user events went untracked in Google Analytics, and the data in reports did not reflect the true effectiveness of campaigns and the channels through which users arrived on the website.

Solution: transition to server-side tracking

In February 2025, server-side tracking was implemented using an external hosting platform.

The implementation process included:

Setting up a server-side GTM container
Configuring the account and activating external hosting
Adding DNS records for a custom tracking domain
Migrating key tags (Google Analytics, Google Ads, Meta Pixel) to sGTM
Testing, adjustments, and active performance monitoring

It’s important to note that the Google Tag Manager interface was retained, allowing continuity of work without the need to learn new tools.

Results: more data, faster website, more accurate attribution

By March 2025, Google Analytics was recording over 90% of all online transactions, without relying on data modeling. This represents more than a twofold increase compared to the previous state.

Key benefits of the implementation:

More accurate and complete data in Google Analytics
Resilience to ad blockers and browser restrictions
Longer cookie lifespan (1st party)
Fewer scripts on the page and faster loading
Maintained control over tags through the familiar GTM interface

What sets server-side tracking apart from traditional tracking?

The server-side approach provides greater control over data, improved accuracy, and reduced data loss. In contrast, client-side tracking is increasingly limited by external factors.

Conclusion

By implementing server-side tracking, Entrio achieved significantly more accurate transaction tracking, enabling better analysis of campaign effectiveness and data-driven decision-making. At a time when privacy restrictions are becoming more prominent, server-side is becoming the standard for anyone looking to manage digital marketing seriously.