Cases/Nu Puur & Groen
E-commerce
Nu Puur & Groen
Nu Puur & Groen sells luxury furniture, exclusive planters and accessories, online across Europe and in its own stores. Mid-season, a migration from Lightspeed to Shopify was planned. Exactly the moment when conversion tracking usually breaks, and with it the bidding algorithms.
The approach
Before the migration we set up server-side tracking through TAGGRS, with a measurement plan that pins down every conversion and parameter. Measurement no longer depended on the platform switch, and the data stream to Google stayed intact on migration day.
After the migration we rebuilt the campaign structure: a brand dominance campaign that protects branded search traffic from competitors, a store visits campaign for the physical locations, separate promotion campaigns and Performance Max per product theme.
The audience analyses and keyword research are documented in a shared campaign setup, so every new promotion fits inside the same structure instead of being bolted on.
The result
The move to Shopify happened without a gap in the data: the algorithms kept training on complete conversion information. With the new structure, Nu Puur & Groen knows what each layer contributes, from protected brand revenue to promotions and store visits.
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