Life Insurance Company Improves Data Accuracy Thanks to Server-Side Tagging

Founded in 1896, this life insurance company has a long history of life insurance innovation designed to meet the ever-changing needs and lifestyles of today’s consumers. By applying new technologies and developing intelligent processes to make it faster, easier, and more affordable for everyday Americans to get life insurance coverage, the client is meeting an important need for modern families.

Research done by Blockthrough discovered that 40 percent of U.S. internet users claim to use an adblocker. Adblockers also block analytics tools such as Google Analytics. In addition to adblockers, many browsers have become privacy-centric by giving users options to limit the duration for which cookies are stored or even eliminate analytics cookies by completely blocking them. Taking these factors into consideration and in the interest of limiting data loss, the client decided to embark on a transformation journey.

With improving data accuracy as the primary focal point of the project, InfoTrust applied GTM dual-tagging to test various data from server-side tags in tandem with the client’s tracking. Server-side GTM (sGTM) is known to provide businesses more control and ownership over their data.

The use of server-side tagging enabled the client to future-proof its data collection and ensure that its users’ cookies are prolonged, leading to more accurate tracking of new and returning users.

To read the details of the case study and see how the InfoTrust team brought this success to fruition, download the case study.