Case study · Server-side tracking

Walmart AMP

Giving an amphitheater its first true attribution, then cutting marketing expenses 12% while revenue grew 19%.

Client: Walmart AMP
Engagement: About three months
Focus: Data and server-side sales tracking
Industry: Hospitality & entertainment

Illustration · One ticket saleTracked

SourceTicketing platformIn-house, built by Walmart AMP

Server containerSale + revenue + sourceSent from the server, not the browser

GA4MetaGoogle Ads

Real ROAS from true sources+19% revenue

+19%

Revenue

−12%

Marketing expenses

3 mo

From audit to true attribution

1st

Time with true attribution

The challenge

Walmart AMP launched its own ticketing platform, and its marketing data lost track of where sales came from.

A home-built ticketing system meant ad platforms and analytics couldn't see completed sales. Without that, there was no reliable way to know which channels were driving revenue or to measure real return on ad spend.

What we did

We rebuilt the measurement so every ticket sale reported revenue from its true source.

Reconnected analytics and data. Restored the connections between the site, analytics and ad platforms.
Server-side sales tracking. Built sales tracking that sends each ticket purchase from the server, not the browser.
Worked with their development team. Partnered with Walmart AMP's developers so the new platform pushed revenue data correctly.
Real ROAS reporting. Return on ad spend measured from true sources, so channels could be compared on revenue.

Lead Tracking Data & Analytics

Where it stands

Revenue grew 19% while marketing expenses fell 12%.

It was the first time Walmart AMP had true attribution. With real ROAS in hand, they shifted their marketing mix toward social to reach more audiences, spending less and selling more.