Private aviation company
Service: Server-Side Tracking
Niche: Travel & Tourism
Region: Uzbekistan
The client
Centrum Air — Uzbekistan’s leading private airline, operating a modern fleet of 15 aircraft to 40+ global destinations.
The challenge
As part of the global trend toward protecting user privacy, the airline set out to make its analytics infrastructure as resilient as possible. Given that Safari accounts for 26% of sessions, it was critical to prevent data loss caused by browser-side blocking. The goal of this phase was to create a reliable data collection system that preserves the integrity of signals for Advanced Matching while adhering to the latest privacy standards.
The decision
Following Google’s Best Practices methodology, we implemented a transition to a Server-Side GTM architecture deployed on Google Cloud using our own first-party subdomain. This strategic move allowed us to shift data processing from the user’s browser to a secure server environment, significantly increasing its resilience to external constraints. The technical implementation was carried out as efficiently as possible: the tracking architecture was completely rebuilt seamlessly, without the need to make changes to the existing website code.
The results
The number of attributed purchases in Safari increased by 37%. The infrastructure has become resilient to technical limitations, providing Google Ads algorithms with high-quality data for precise optimization of ad spend.
