The situation: decisions based on data that was not telling the truth
Climbing Network‘s WordPress site had run its course. Conflicting plugins, inaccurate GA4 data, gaps across the entire booking flow. The tracking that was in place was not set up correctly, which meant every marketing decision was being made on numbers that did not reflect reality.
When they launched a new Webflow site, they had a clear choice: migrate the same broken setup, or build it properly from scratch. They chose properly. That is where Coby came in.
Webflow is a great platform, but it adds a layer of technical complexity that most agencies are not comfortable with. It does not offer the same out-of-the-box tracking hooks as WordPress, and getting GTM and GA4 working correctly requires a more deliberate technical approach.
This is exactly the kind of setup we enjoy. Not because it is complicated, but because doing it right makes a measurable difference.
Client Details
CLIENT NAME
Climbing Network
INDUSTRY
Recreation / Leisure
SERVICES
Tracking & Analytics
TIMELINE
2025 – present
The approach: six systems, one clean setup
Everything was built from scratch as part of a full Data Foundations setup:
- GTM (client-side and server-side via TAGGRS), and a new GA4 with full event tracking
- Google Search Console configuration and redirects from the old website to the new website
- Google Ads conversion tracking, and Meta Pixel and Conversions API including conversion tracking.
The most technically complex part was the booking platform integrations. Climbing Network uses both Recras and Sportivity, and each one presented a different challenge.
Recras loads inside an iframe, which means standard GTM tags simply cannot access it. We solved this with a datalayer integration that bypasses the iframe restriction entirely.
Sportivity runs via API. That required direct coordination with their development team to hook the API correctly into GA4 events.
We also built in hidden fields to capture GCLID and FBCLID values across both platforms, laying the groundwork for offline conversion imports when needed. We added custom dimensions to distinguish between indoor and outdoor bookings, so Climbing Network can analyse each separately without needing separate pages or complicated filter setups.
Cleaner data. Simpler structure. Those two things do not always go together, but they should.
7.7%
more purchases
9.2%
More data
6
Systems integrated
Why server-side tracking was non-negotiable
Most tracking runs in the browser. And browsers are increasingly getting in the way.
Safari blocks third-party tracking by default. Ad blockers strip tags before they fire. A portion of your visitors goes unrecorded every single day, quietly, without any error message to warn you.
Server-side tracking moves data collection onto a server you control. Blockers cannot touch it. Browser restrictions cannot interfere.
For Climbing Network, the impact was measurable from day one. Switching to server-side tracking via TAGGRS resulted in 9.2% more page view data and 7.7% more purchase events compared to client-side tracking alone.
Let that sink in for a moment. For every 100 completed bookings, client-side tracking was only recording 92 of them. Eight real customers, who really paid, were invisible to the algorithm.
That matters more than most people realise. Google Ads and Meta Ads use your conversion data to decide who to show your ads to next. Feed them incomplete data and they optimise for an incomplete picture. They start assuming certain audiences or keywords are not converting, when actually they are and the tracking just missed them. Budget drifts quietly in the wrong direction.
Fixing tracking does not just make your reports more accurate. It makes your campaigns perform better.
The result: a foundation they can actually build on
Climbing Network now has a fully instrumented setup that the team can trust. Google Ads has been restarted, this time with clean conversion data feeding into it. Meta Ads has proper tracking for the first time. Every event across the booking funnel fires correctly across both platforms, with server-side filling the gaps that browser-based tracking misses.
We also ran a handover session with their in-house marketer, walking through the GTM structure, conversion events, and how to interpret the data in GA4. The goal was not to create dependency on Coby. It was to make sure their team understands their own numbers.
Google Search Console is now live, giving them organic visibility data they did not have before. They can see what people search for before arriving, which pages are indexing, and where to focus content efforts going forward.
Before this project, every marketing decision was based on data that was not telling the whole story. Now they have a foundation that is accurate, complete, and ready to scale.
❝
We had a great collaboration setting up conversion tracking and our Google tools. Communication ran smoothly throughout the entire partnership, and afterwards, everything is properly configured.
We had no worries about things not working out, which is very nice and gives peace of mind while working!
— Jesse | Marketing Manager, Climbing Network