Improving Marketing Analytics Accuracy: Centrum Air and CoobX Case Study
For modern airlines, analytics quality is becoming as critical a component of digital infrastructure as flight safety and high service standards. As international routes expand, digital channels multiply, and data volumes grow, accurately measuring marketing performance and ensuring user data quality becomes increasingly vital.
Centrum Air is a private airline providing passenger transport within Uzbekistan and internationally. When expanding into international markets, the company faced a classic business scaling challenge. To make its marketing genuinely data-driven, Centrum Air required a deep modernization of its existing tracking and analytics systems.
Today, we look into how collaboration between the Centrum Air and CoobX teams established a fault-tolerant end-to-end analytics and tracking architecture, enabling the airline to dramatically boost its advertising campaign performance.
Browser Tracking Limitations
Centrum Air’s expansion into international markets required a complete rethink of its approach to analytics. With the growing number of regional ad campaigns, data began flowing in from multiple sources, making attribution and objective evaluation of individual marketing channels increasingly complex.
To support long-term business growth, the teams identified three fundamental challenges that needed to be addressed:
1. Browser Conversion Tracking Limitations
Browser tracking restrictions caused ad platforms to miss conversion signals from Safari users, who accounted for roughly 26% of all website sessions.
2. Handling Multi-Currency Data
In Uzbekistan’s domestic market, passengers purchased tickets in the national currency, Uzbek som (UZS); however, Centrum Air’s analytics system passed sales data exclusively in US dollars (USD). To improve automatic optimization accuracy, booking data needed to be transmitted in the actual currency used for payment.
3. Marketing Channel Attribution Transparency
As user journeys became more complex, reducing the proportion of Unassigned traffic became essential. Up to 47% of all incoming traffic in Google Analytics 4 (GA4) was being categorized as Unassigned.
Comprehensive Approach to Modernizing MarTech Architecture
To execute the project, CoobX specialists collaborated with the Centrum Air team to develop an updated analytical architecture comprising the following solutions:
- Dynamic E-Commerce Architecture. Implemented an expanded dataLayer specification to automatically transmit order value, currency, and transaction parameters in real time.
- Server-Side Tracking. Deployed Server-Side Google Tag Manager using the company’s custom subdomain, enhancing conversion data stability and mitigating the impact of browser restrictions.
- Advanced Analytics. Configured detailed data exports from Google Analytics 4 to Google BigQuery for deep analysis and custom attribution modeling.
- Meta Conversions API. ntegrated Meta Conversions API (CAPI) to deliver server-side conversion event tracking and improve overall data quality.
Data-Driven Marketing Integration
Having defined the primary modernization objectives, CoobX specialists set to work implementing the technical solutions. The implementation was carried out in four main stages:
1. Cloud Infrastructure Deployment and Server-Side Tracking
At the core of the new architecture, Server-Side Google Tag Manager was deployed on Google Cloud.
The server container was tied to the airline’s custom subdomain, allowing browsers to treat analytics scripts as part of the website’s own infrastructure rather than third-party code, which prevented them from being blocked. In parallel, Enhanced Conversions functionality was deployed: the system began securely transmitting hashed customer data to Google Ads, enriching AI algorithms to target high-intent audiences with greater precision.
2. Meta Conversions API Integration
Because the standard browser pixel was functioning on the website in parallel, setting up deduplication became a critical task. In accordance with Meta Best Practices, unique event identifiers were integrated to merge data into a single session, completely eliminating the risk of duplicate conversions.
3. GA4 Optimization and Improving Attribution Accuracy
Specialists reduced the share of Unassigned traffic by refining session measurement parameters and data processing. Exporting raw data from GA4 to Google BigQuery made it possible to apply custom attribution models, analyze data with greater flexibility, and evaluate the performance of marketing channels more accurately.
4. Dynamic Transmission of Transaction Values
To enable Google Smart Bidding algorithms to make decisions based on the actual value of bookings, an expanded dataLayer specification was implemented on the website.
Now, every ticket booking includes the automatic capture of three data types:
- the exact payment amount;
- the local currency code;
- a unique transaction_id.
The updated Google Tag Manager was also configured to stream these financial metrics directly into the ad accounts.
Results: Scaling Transparency and Attribution Accuracy
The modernization of Centrum Air’s analytical infrastructure, executed by CoobX experts, clearly demonstrated what can be achieved by combining deep expertise in AdTech solutions with a comprehensive approach to MarTech infrastructure modernization.
The completed project delivered to the airline:
- More accurate traffic attribution: Correcting the tag configuration reduced the proportion of unrecognized traffic right at the client-side tracking stage. The metric reached a benchmark accuracy of 99.5%, while the share of Unassigned traffic in GA4 dropped from 47% to 0.5%
- Cloud infrastructure optimization: Excluding non-valuable conversion events from tracking reduced the total volume of recorded events by 56%. As a result, the load on the analytics system and Google BigQuery was cut by more than half, significantly reducing the volume of redundant data for storage and processing.
- Financial synchronization and automation boost: Implementing dynamic currency parameters significantly improved Google algorithms’ analytics, increasing conversion value estimation accuracy for the Smart Bidding system.
- Dynamic currency access: From then on, 100% of macro-conversions reached platforms with the correct local currency and a unique transaction_id.
- Growth in data quality and conversions in Meta: Meta Conversions API integration captured 173% more conversions than the browser pixel alone. Additionally, the number of registered purchase events at the server level increased by 1.7 times.
- Improved customer signal quality:The Event Match Quality score in Meta reached 9.3 out of 10 possible points.
- Reduced impact of browser restrictions: The Server-Side GTM architecture increased the purchase conversion rate from the Safari browser by 37%, while the integration of Enhanced Conversions achieved 100% coverage, earning an “Excellent” status in Google Ads.
The Centrum Air case study proves that modernizing analytical infrastructure can become not only a tool for increasing ad campaign efficiency but also a key factor in long-term business growth. Tatiana Larina, Digital Marketing at Centrum Air, shared her evaluation of the project results:
«We achieved more stable data collection, reduced reliance on browser restrictions, and improved the quality of conversion signals for further ad optimization. Following the setup of dynamic currency transmission, the data in Google Ads became significantly more accurate, bringing campaign optimization closer to real business performance.»
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