Case Study · B2B SaaS · Product Information Management

Server-side tracking for a SaaS PIM platform selling to eCommerce brands globally.

We helped Apimio move from fragile, browser-only tracking to a resilient, server-side measurement setup that tied Stripe, product usage, and marketing together in GA4.

Canada / GlobalB2B SaaS · eCommerce toolingEarly-stage / growthGlobal

Revenue tracking accuracy

≈99%

GA4 vs Stripe for core subscription events.

Trial → paid clarity

End-to-end

From first touch to first payment and beyond.

Optimization focus

MRR, not signups

Decision-making moved up the value ladder.

Apimio

B2B SaaS · Product Information Management

Primary goals

Clean, compliant analytics that matched internal numbers and unlocked confident decision-making.

TAO focus areas

Track: measurement architecture. Analyze: reconciled reporting. Optimize: budget + funnel decisions.

01 · Company context

Why they came to Analytico.

Apimio provides a product information management (PIM) platform for eCommerce brands. Their growth depended on understanding which campaigns and partner channels brought in accounts that actually onboarded and stuck around.

Marketing, product, and success teams each had their own views of performance. Stripe told one story, in-app usage another, and GA4 a third.

02 · Key challenges

What wasn't working before we started.

Client-side events alone couldn’t handle subscription complexity, upgrades, downgrades, and refunds cleanly.
Stripe, in-app events, and GA4 weren’t connected via a common identity strategy or event model.
Attribution broke at key stages like trial start, activation, and paid conversion.
Server-side capabilities (Stripe webhooks, backend events) weren’t being used to stabilize revenue tracking.

03 · How we approached it

Track, Analyze, Optimize—applied to a real-world stack.

We didn't just patch tags. We engineered the measurement layer, verified it against reality, and then used it to guide budget and product decisions.

Track

Engineer the data foundation.

Designed a unified event schema spanning marketing site, trial signup, onboarding, and Stripe billing events.
Implemented server-side tagging for key subscription events using backend webhooks and GA4 Measurement Protocol.
Mapped Stripe events (checkout, subscription created, renewal, refund) into clean GA4 events and parameters.
Validated revenue and subscription counts between GA4, Stripe, and internal metrics.

Analyze

Turn events into decisions.

Built funnels for trial → activation → paid conversion → expansion using GA4 + backend data.
Segmented performance by acquisition source, plan type, and integration profile (e.g. Shopify vs other platforms).
Identified which channels produced trials that never onboarded versus those that became power users.
Created dashboards for leadership to see MRR, churn, and expansion through an analytics lens—not just billing.

Optimize

Invest where it truly moves the needle.

Shifted optimization from signup volume to activated, paying workspaces and accounts.
Fed clean server-side conversion data into Ads platforms for smarter bidding.
Created a measurement roadmap so new pricing, add-ons, and integrations could be rolled out without breaking the data.

04 · Outcomes

What changed after implementation.

Apimio moved from guessing which channels drove sustainable MRR to knowing which campaigns and partners produced real, long-term customers.

Revenue and subscription reporting stabilized, allowing the team to trust GA4 in strategic conversations.

Server-side measurement became a core part of their go-to-market stack rather than an afterthought.

Revenue tracking accuracy

≈99%

GA4 vs Stripe for core subscription events.

Trial → paid clarity

End-to-end

From first touch to first payment and beyond.

Optimization focus

MRR, not signups

Decision-making moved up the value ladder.

05 · Stack & architecture

The measurement stack we worked with.

We don't push a single vendor stack. We work with the reality of your tools and evolve toward a clean, resilient architecture over time.

Next.js marketing siteGA4StripeServer-side tagging (Measurement Protocol)Segment / event bus (optional)Looker Studio / BI

Services included

This engagement pulled from multiple parts of our Track, Analyze, and Optimize framework.

Server-side tagging & event design
SaaS lifecycle measurement strategy
Stripe ↔ GA4 integration
Subscription and MRR reporting foundations

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