CLIENT CASE Nationale Loterij
GTM server-side tagging implementation
Implementing server-side tagging to safeguard measurement capabilities in a rapidly evolving digital landscape.
About
Nationale Loterij
The Nationale Loterij, established in 1934, is Belgium's national lottery, dedicated to promoting responsible gaming while generating significant contributions to social and cultural initiatives across the country. As a pivotal player in the Belgian gaming landscape, the Nationale Loterij offers a variety of games, including lotteries, scratch cards, and sports betting, designed to entertain and engage a wide audience.
In recent years, the Nationale Loterij has embraced digital transformation, expanding its online presence and enhancing user experience through innovative technologies. By leveraging advanced analytics and data-driven strategies, the company aims to navigate the rapidly changing digital landscape and maintain its position as a trusted leader in the gaming industry.
USE CASE
Adapting to the evolving digital landscape with server-side tagging
Nationale Loterij partnered with Stitchd to address the challenges posed by the decline of third-party cookies and increasing regulatory constraints. By implementing server-side tagging with Google Tag Manager (GTM), they aimed to enhance data accuracy, security, and control without disrupting existing campaigns or their current measurement environment.
Challenge
The decline of third-party cookies and increasing regulatory constraints are reshaping how advertisers measure and attribute online campaigns. Nationale Loterij faced these challenges head-on and sought to implement server-side tagging to enhance data accuracy, security, and control, while addressing specific business needs.
Key points
Workshop and solution selection
A workshop was held to identify specific needs, evaluate server-side tagging solutions, and determine sGTM as the current best option for its flexibility and compatibility with future integrations (e.g., data lake, CDP, etc).
Server-side tagging migration strategy
A migration strategy was developed for all third-party vendors used for advertising and attribution, including testing parallel implementations to validate server-side tracking accuracy before a full migration. Improvements to the existing tagging environment ensured a smoother transition to server-side tagging while maintaining continuity in ongoing campaigns.
Long-term support
Stitchd assisted in the embedding of server-side tagging throughout the organisation, as well as finding reliable partners for cloud environment support and maintenance.
Conclusion
With the foundational migration to server-side tagging complete, Nationale Loterij is now positioned to explore new possibilities, such as optimising their setup and advancing initiatives that support responsible gaming. Stitchd's expertise ensured a smooth transition, safeguarding measurement capabilities while opening doors for future innovations.
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