The company
Shore GmbH is a Munich-based software company with a team of more than 100 employees working across EMEA and the U.S. Shore provides beauty and lifestyle service providers, retailers, and business entrepreneurs with essential solutions, from booking management to online payment processing.
Serving more than 10,000 businesses and retailers, the Shore team doesn’t see privacy compliance as a legal checkbox, but rather the foundation for effective tracking. Shore’s clients have full access to a Google Tag Manager (GTM) container inside their booking engines and can integrate various tracking tools.
Without a privacy-compliant setup, such as Google Consent Mode, tracking can stop working. The Shore team strives to help their clients implement tracking solutions that respect data privacy and meet the latest regulatory requirements.
In short, as Amaury Guenant, Senior Performance Marketing & Tracking Manager at Shore, summed up, “Compliance ensures both legal safety and reliable performance.”
The challenges and solutions
We spoke with Guenant about one client’s challenges and goals with achieving both conversion tracking and GDPR compliance.
Originally, their client in the medical beauty industry was noticing data discrepancies between analytics and ads platforms, with some showing fewer tracked conversions and lower reported traffic than others.
Many conversion events were simply not reaching Google Ads or GA4, leading to under-reported performance. This is especially notable on browsers like iOS Safari, which comes with tracking prevention.
The goal was clear: Shore’s client had already implemented Cookiebot CMP to collect consented data and optimize their Core Web Vitals. Now they wanted to recover the lost conversion data and increase data accuracy while maintaining browser and GDPR privacy compliance.
Choosing and implementing Usercentrics Server-Side Tagging
To help their client solve the data visibility problem, the Shore team turned to server-side tagging (SST) implemented via Server-side Google Tag Manager for sGTM. As Guenant noted, “SST allows us to handle user consent and data transfer more securely and transparently under a first-party context, improving overall data governance.”
For Shore, the most important considerations for selecting the right SST vendor included:
- Affordable pricing
- Straightforward solution
- Seamless integration with their CMP
Guenant shared, “The affordable entry price and straightforward integration with Cookiebot CMP was what made Usercentrics Server-Side Tagging for sGTM a logical and low-risk next step to future-proof our tracking accuracy.”
The implementation was completed within a few days and the migration from client-side tagging to Usercentrics Server-Side Tagging for sGTM was very smooth. The Shore team was able to complete the SST setup for their client at no additional cost.
Guenant appreciated the positive experience. “The platform worked reliably once configured. The implementation was straightforward thanks to the clear interface and documentation. We found the support team extremely helpful – fast, personal, and technically competent.”
Dramatic increases in data collection
After implementing Usercentrics Server-Side Tagging for sGTM, Shore’s client observed a 54 percent increase in tracked conversions compared to the same time period prior to SST implementation.
They estimated an effective cost per acquisition (CPA) decrease by roughly 25–30 percent. This reduction came primarily from improved conversion event de-duplication and better attribution coverage on iOS devices — with 40 percent more visibility — which enabled them to optimize campaigns more efficiently and with accurate data.
Furthermore, with more conversions correctly attributed, they anticipated an improvement in ROAS by around 35–40 percent, which aligns with the typical outcome of server-side tagging adoption, according to the Shore team. This increase in ROAS is thanks to reduced underreporting, fewer wasted impressions, and enabling smarter budget allocation across Google Ads spend.
Privacy, performance, and precision
The benefits of implementing server-side tagging did not stop at the conversion numbers for the Shore team and their client.
According to Guenant, server-side tagging has given the client greater confidence in their privacy compliance. The solution processes marketing data on the client’s own domain, rather than through third-party trackers, and only forwards data to advertising platforms when users have given their consent. This approach gives them reassurance that their data practices meet GDPR and EU privacy standards.
“Browser and privacy compliance requirements are only becoming stricter. Waiting means losing even more data visibility over time. Implementing SST now allows us to remain compliant while maintaining data quality and advertising efficiency,” Guenant shared. “The 40 percent increased visibility into iOS traffic and conversions was the key aha moment. It clearly demonstrated the value of moving server-side.”
Now, with SST in place, Shore’s client is able to make data-driven marketing decisions with more complete and accurate conversion data. At the same time, they gain a better understanding of the true impact of ads across browsers and devices and can reallocate budgets based on real performance.
To sum up their experience with Usercentrics Server-Side Tagging, Guenant said: “This is a reliable, privacy-first solution that significantly improves data quality, provided it’s implemented correctly and monitored over time, as things are changing fast.”
Maximize your data visibility and Privacy-Led Marketing impact today with Usercentrics and trusted partners.
About Usercentrics
Usercentrics is a global market leader in solutions for data privacy and activation of consented data. We believe in creating a healthy balance between data-driven business and Privacy-Led Marketing to unlock sustainable growth for every size of enterprise. Usercentrics is active in 195 countries on more than 2.3 million websites and apps. We have over 5,400 reseller partners and handle more than 7 billion daily user consents.
About Shore
Shore is a leading SaaS provider offering an all-in-one platform for online booking, scheduling, POS, and integrated payments, helping local service businesses streamline operations, manage customers, and grow their digital presence. Learn more at shore.com.