How Suwen achieved 150% more conversion tracking and 99% analytics-CRM synchronization

Suwen, a leading women's underwear and lifestyle brand founded in 2003, was facing two critical challenges: incomplete conversion data from browser privacy restrictions, and misaligned analytics and CRM data that made marketing decisions unreliable. Working with digital agency Optdcom, Suwen implemented Hardal's comprehensive server-side tracking infrastructure to solve both problems.

The Challenge

Browser Privacy Limitations

Suwen's traditional pixel tracking was no longer sufficient. Browser restrictions and iOS privacy updates were causing significant data loss:

• Safari Intelligent Tracking Prevention blocking significant fashion retail data
• iOS privacy updates dramatically reducing mobile analytics accuracy
• Ad blockers preventing complete conversion tracking
• Chrome and Firefox restrictions limiting measurement capabilities

Data Inconsistencies

Web analytics and CRM data showed different results, creating confusion about true campaign performance:

• Differences in conversion reporting across systems
• Inconsistent traffic source attribution
• Fragmented customer journey data
• Marketing teams unable to confidently measure ROI

Why Hardal?

Hardal's server-side infrastructure, implemented by Optdcom, established dual-layer tracking that captures every conversion and synchronized analytics with CRM data at 99% accuracy.

Key advantages delivered by Hardal:

• Server-side Meta Conversions API — Direct server-to-server tracking bypassing browser limitations entirely
• Hybrid tracking architecture — Combined pixel and server-side infrastructure for complete data capture
• Advanced matching implementation — Enhanced customer parameters including hashed email, name, gender, phone, and postal data
• Real-time data synchronization — Immediate conversion data with analytics-CRM alignment
• Privacy-compliant measurement — First-party data collection respecting customer preferences

Implementation Process

• Meta Conversions API was integrated alongside existing browser pixel
• Server-side tracking infrastructure was deployed with first-party data collection
• Advanced matching parameters were configured to capture comprehensive customer information
• Real-time data synchronization was established between analytics and customer records
• Traffic source attribution was unified across both systems
• Event quality monitoring was activated ensuring optimal data accuracy

The professional implementation by Optdcom eliminated data loss from browser restrictions and established a single source of truth for marketing performance.

Results Achieved

Meta CAPI Conversion Tracking:

• 150.2% increase in tracked Add to Cart conversions compared to pixel alone
• 146.1% increase in tracked View Content events versus pixel-only implementation
• Complete visibility into cart abandonment patterns and product browsing behavior

Data Synchronization:

• 99% data match between web analytics and CRM conversion records
• Consistent traffic source attribution enabling accurate campaign performance measurement
• Unified customer journey tracking across all touchpoints and systems
• Eliminated discrepancies between analytics reports

Business Impact:

• More effective Meta campaigns powered by complete conversion data
• Accurate ROI calculation based on reliable, consistent conversion data
• Confident budget allocation informed by trustworthy attribution data
• Enhanced remarketing audiences built from comprehensive event tracking
• Improved customer targeting through advanced matching parameters
• Strategic decision-making powered by synchronized analytics and CRM insights

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About Suwen

Founded in 2003 in Istanbul by a dynamic team aiming to make a difference in the underwear industry, Suwen empowers women with a comprehensive range of products from underwear to home wear, beachwear, cosmetics and perfumery. With a commitment to quality, aesthetics and functionality, Suwen continues to grow rapidly in Turkey and abroad through our strong store network and e-commerce platforms.

Implementation Partner: Optdcom Digital Marketing Agency