Why ProSpiel Relies on First-Party Tracking
ProSpiel is the leading specialty store for educational toys, learning materials, furniture, and equipment for kindergartens and schools. The brand, established in 1969, is part of the traditional company Constri AG from Schinznach-Dorf, which employs around 70 people.
In recent years, ProSpiel has grown, and the old online shop reached its limits, prompting a relaunch in 2025. Such a relaunch is often a great opportunity to overhaul the tracking setup and bring it up to date—something Constri achieved together with traq.
Goals
- Clean and comprehensive reporting to enable accurate optimization
- Meta integration, as no conversions had been reported to Meta before
- Correction of Bing tracking, as conversion values were missing
Integrations
- Google Analytics
- Google Ads
- Meta
- Microsoft Ads (Bing)
Initial Situation
The existing tracking setup, which had been in place for years and managed by various internal and external agencies, had become cluttered.
As with every case involving existing tracking, we first gained an overview and provided recommendations on which tracking elements were still relevant, which could be optimized, and which were no longer needed.
Transition Phase
During the preparation for the relaunch, we implemented our first-party tracking on the old online shop with the goal of fully switching to the new tracking upon the launch of the new online shop.
Such a transition phase, where the old and new tracking setups run in parallel, often makes sense as it allows live data comparisons and makes performance improvements visible.
15% More Data
Throughout the entire period since traq was implemented, ProSpiel has been collecting approximately 15% more data. The additional data collection is particularly advantageous for conversion events.
Improved Analysis
In addition to the direct benefits, another pain point was resolved: previously, Google Analytics reports could not be fully trusted. That has now changed, as Mathias Stocker, Head of Marketing at Constri, explains:
«The outdated tracking, especially since the switch from Google Analytics Universal to GA4, was no longer consistent and had gaps. Thanks to the new server-side setup and our collaboration with traq, we can now again fully trust the reports and align our optimizations accordingly.»
Constri AG
Removal of Client-Side Scripts
With our tracking setup, some client-side trackers could be removed. For example, in this case, the Meta pixel was removed from the site as Meta now runs through our integration. This not only improves data collection but also enhances performance.