How Onyx achieved 20% better ad performance with wetracked.io in 2 weeks
Onyx Journey, a travel e-commerce brand, ran a head-to-head test between their existing tracking solution and wetracked.io. After two months, wetracked.io delivered 20% better performance. Within two weeks of full implementation, they saw significant attribution improvements across Google Ads, Meta, and TikTok. The results were compelling enough that their Google Ads agency switched all their clients to wetracked.io. Setup took just 15 minutes.
When you're spending thousands on ads every month, guessing which campaigns actually drive revenue isn't just frustrating, it's expensive.
Martijn, the media buyer behind Onyx Journey, had seen this problem firsthand during his agency days. Complex Google Tag Manager setups, inconsistent attribution, and platforms that showed conflicting numbers. When Onyx Journey launched their Shopify store alongside their marketplace presence, he knew accurate tracking wasn't negotiable.
But there was a catch: the travel industry doesn't forgive tracking mistakes. With tight seasonal windows, summer peaks, Black Friday surges, and long preparation periods in between, every dollar needs to count. During off-peak months, precise attribution data is essential for teaching algorithms and preparing audiences for when customers are ready to buy.
So Martijn did what any smart marketer would do: he ran a test.
The problem: Blind spots in ad attribution
Martijn, the media buyer behind Onyx Journey, knew from experience that accurate tracking wasn't optional, it was essential.
Having previously worked at an agency where server-side tracking required complex Google Tag Manager setups, he understood the importance of accurate data. But when Onyx Journey launched their Shopify store two years ago, he needed a solution that was both powerful and simple to implement.
The stakes were high. The travel industry operates on tight seasonal windows, summer peaks, Black Friday surges, and long preparation periods in between. During those off-peak months, the team needed precise data to prepare audiences and optimize campaigns for when customers were ready to buy.
"You're throwing money in the basket if you don't have server-side tracking," Martijn explained. "You're just running your ads with your blinds on."
Initially, Onyx Journey used another tracking solution for their Google Ads campaigns while running wetracked.io in parallel. But Martijn wasn't satisfied with guesswork, he wanted data.
The solution: A head-to-head comparison
Rather than making assumptions, Onyx Journey ran a two-month test comparing their existing tracking tool against wetracked.io.
The setup process took just 15 minutes. No complex configurations. No technical headaches. Just API access, app installation, and they were tracking.
"The most important thing about wetracked.io is it's really easy to implement," Martijn noted. "Last week I implemented it for another brand of ours, Motion Flow. It was like 15 minutes of work."
The results: 20% better performance and an agency converted
After two months of parallel tracking, the numbers were clear:
Wetracked.io performed 20% better than the competing tool.
The improvement was significant enough that Onyx Journey immediately switched all their Google Ads conversion tracking to wetracked.io. But the impact didn't stop there.
Timeline to results
- Within 2 weeks: Visible improvement in attribution accuracy
- After 2 months: 20% performance lift confirmed
- Result: Complete platform migration across Google Ads, Meta Ads, and TikTok
The ripple effect
The most compelling validation? Onyx Journey's Google Ads agency was initially skeptical. But after seeing the results, they made wetracked.io the standard for all their clients.
"From the beginning, we told the agency that if wetracked works better, we need to switch," Martijn said. "When wetracked.io did its job, the agency made sure all their clients were running on it as well."
Why it worked: Accuracy when it matters most
For a business with seasonal peaks and valleys, accurate attribution isn't just about optimizing campaigns, it's an essential part .
During preparation periods, Onyx Journey needs to feed their ad platforms the right signals: CTR, CPC, click-through rates, cost per thousand views. These metrics guide algorithm learning during low-conversion periods, setting up campaigns to perform when customers are ready to buy.
"The right information for us is CTR, CPC, click-through rates, cost per thousand views," Martijn explained. "And that's perfect with wetracked.io."
The result? Stable ROAS even while scaling spend across multiple platforms—something that becomes increasingly difficult as budgets grow.
The bottom line
Onyx Journey has been using wetracked.io for over 1.5 years across all their advertising platforms. The setup took 15 minutes. Results showed up in 2 weeks. And the 20% performance improvement was enough to convert not just one business, but an entire agency and its client roster.
For Martijn, the math is simple:
"For every brand that's starting or is already doing some numbers: implement it right away, put the channels up, and go for it. It's a no-brainer."
Watch the full video case study here
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Onyx Journey's 20% performance improvement wasn't luck, it was the result of choosing accurate tracking over guesswork. In an industry where seasonal timing is everything, wetracked.io delivers the attribution accuracy needed to scale profitably. The 15-minute setup and 2-week results speak for themselves. For e-commerce brands serious about growth, accurate server-side tracking isn't optional, it's the foundation of profitable advertising.
