FAQ
This FAQ summarizes the strategic issues of data collection in Switzerland, focusing on legal compliance and advertising effectiveness.
Is a CMP enough to be compliant?
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Our A-Track expert's response
No. The CMP must be connected to the rest of the site (tags, analytics, CRM) to actually block non-essential cookies before consent.
Should there be a 'Reject All' button?
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Our A-Track expert's response
Yes. Refusal must be as simple as acceptance, according to the nFADP and the recommendations of the PFPDT.
Can we measure after a cookie refusal?
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Our A-Track expert's response
Yes, through Consent Mode V2 and server-side tracking that anonymizes and models conversions.
Does GTM Server speed up the site?
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Our A-Track expert's response
Yes, it reduces client-side scripts, resulting in faster loading and improved SEO.
Can I continue to do remarketing?
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Our A-Track expert's response
Yes, provided that advertising consent has been accepted. Otherwise, the measurement remains aggregated and compliant.
Does CAPI work without cookies?
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Our A-Track expert's response
Yes, it transmits events from the server, respecting user choices.
What is the difference between audit and consulting?
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Our A-Track expert's response
The audit identifies problems. Consulting assists in their resolution and structures your data governance.
Do you offer certified training courses?
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Our A-Track expert's response
Yes, with a final assessment and official A-Track certificate.
What is the Meta Pixel and what is it used for?
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Our A-Track expert's response
The Meta Pixel is a code that you install on your website to track the actions of your visitors (purchases, forms, clicks). This data allows Meta to optimize your ads, measure your conversions, and create more effective audiences on Facebook and Instagram.
Is the Meta Pixel compliant with the nFADP in Switzerland?
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Our A-Track expert's response
Yes, provided that explicit consent from the user is obtained before triggering the Pixel and that transparency requirements are met. With a server-side solution like A-Track, the data is hosted in Switzerland and processed in compliance with the nFADP and GDPR.
How to install LinkedIn Ads tracking on my site?
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Our A-Track expert's response
It is sufficient to install the Insight Tag via Google Tag Manager with your LinkedIn Partner ID, then add a conversion tag with the Conversion ID for each important action (form, purchase, key page). For reliable tracking, combine client-side and server-side API.
Why use server-side tracking for LinkedIn Ads?
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Our A-Track expert's response
Server-side tracking bypasses browser limits, ad blockers, and cookie blocking, providing more reliable data and allowing LinkedIn to optimize your campaigns more effectively. With A-Track, this data is processed and hosted in Switzerland, in full compliance with the nFADP and GDPR.
Is the cookie banner mandatory for a 100% Swiss site?
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Our A-Track expert's response
Technically, if the site does not process any sensitive data and does not engage in high-risk profiling, the nFADP does not always require an explicit banner. However, marketing tools (Google Ads, Meta Ads) require it in their terms of use. De facto, it is therefore mandatory for any commercial site.
Who is responsible in case of a fine: the agency or the client?
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Our A-Track expert's response
The nFADP penalizes the natural person responsible within the company (the client). However, the agency's contractual liability may be engaged if it has failed in its duty of advice.
What is Google Consent Mode v2?
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Our A-Track expert's response
It is a mechanism that allows your Google tags (Analytics, Ads) to adjust their behavior based on the user's choice on the cookie banner. It has been essential since March 2024 to maintain advertising functionalities.
Can I use a free plugin for compliance?
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Our A-Track expert's response
It is strongly discouraged. Free plugins are rarely updated in real-time with legal and technical developments (cookie list, TCF v2.2). A professional CMP like Cookie-Script automates the scanning and preventive blocking of cookies.
Is it mandatory if I only target Switzerland?
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Our A-Track expert's response
If you use Google Ads, yes. Google applies this rule globally to protect itself legally (Digital Markets Act). Even for a small Vaud business selling only locally, without Consent Mode, Ads performance will be limited.
Will I lose data by enabling it?
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Our A-Track expert's response
On the contrary. If you do nothing, you lose audiences. By enabling it (especially in Advanced mode), you allow Google to model the data of users refusing cookies. It's a net gain in visibility.
Does this replace Server-Side Tracking?
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Our A-Track expert's response
No, it is complementary. Consent Mode manages legal authorization. Server-Side handles technical transmission and bypassing AdBlockers. The "Consent Mode + Server-Side" combo is the ultimate architecture for 2025.
What is the major difference between the nFADP (Switzerland) and the GDPR (EU) for a website?
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Our A-Track expert's response
Although very similar, the nFADP (New Data Protection Act) favors a risk-based and transparency approach, while the GDPR imposes a stricter framework on prior consent. However, if you are targeting European customers, you must comply with the GDPR, which is the highest standard ("Privacy Shield").
My company is 100% Swiss, do I need to install a cookie banner?
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Our A-Track expert's response
Yes. The nFADP requires transparency. You must inform the user that they are being tracked. Additionally, the technical standards (Google Consent Mode v2) require a compliant banner (CMP) for advertising tools to function properly, even in Switzerland.
What is the "Privacy by Design" imposed by the nFADP?
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Our A-Track expert's response
This means that data protection must be integrated from the design stage of your website or marketing campaigns, and not added at the end. Tracking must be configured to collect the minimum amount of necessary data.
What are the financial risks in case of non-compliance with nFADP?
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Our A-Track expert's response
Unlike the GDPR, which fines companies based on their revenue, the nFADP can impose criminal penalties on individuals (executives) of up to 250,000 CHF in case of intentional violation of information duties.
Is it illegal to use Google Analytics in Switzerland or Europe?
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Our A-Track expert's response
No, it is not illegal per se, but the default configuration poses problems. It is essential to anonymize IPs, reduce data retention, and ideally, use a proxying via a Server-Side tracking to prevent the user's IP from being directly exposed to Google's American servers.
What is a CMP (Consent Management Platform)?
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Our A-Track expert's response
It is the software that manages the cookie banner (e.g., Cookie-Script, Cookiebot). It blocks tracking scripts until the user has given their consent and stores proof of consent.
Is data compliance a hindrance to marketing performance?
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Our A-Track expert's response
No, it's the opposite. "Clean" and compliant tracking (especially via Server-Side) improves the quality of the collected data as it is filtered and structured, increasing the trust of advertising algorithms.
Should I update my privacy policy?
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Our A-Track expert's response
Absolutely. It must list all the tracking tools used, the purpose of the data collection, the location of data storage, and the rights of users. It is a requirement under nFADP and GDPR.
What is the "Right to be Forgotten"?
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Our A-Track expert's response
It is the right for a user to request the deletion of all their personal data from your databases (CRM, Analytics, marketing tools). Your tracking infrastructure must allow for this action.
What is "Client-Side" (classic) tracking?
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Our A-Track expert's response
This is the traditional method where the user's browser (Chrome, Safari) directly sends data to platforms (Facebook, Google). It has become fragile due to ad blockers and browser restrictions (ITP).
What is "Server-Side" tracking?
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Our A-Track expert's response
It is a method where the browser sends data to your intermediary server (proxy), which cleans it and then forwards it to the platforms. You maintain full control of the data before it goes to the GAFAM.
What are the major advantages of Server-Side?
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Our A-Track expert's response
Bypassing AdBlockers.Extension of cookie lifespan (bypassing Safari ITP).
Data protection (anonymization before sending).
Improvement of site loading speed (fewer scripts in the browser).
Does Server-Side allow tracking everything, even without consent?
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Our A-Track expert's response
Technically yes, but legally no. You must respect the user's choice in the cookie banner, even if you have the technical ability to bypass it. Server-Side is for data quality, not for violating the law.
Why do my cookies expire after 24 hours or 7 days on Safari?
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Our A-Track expert's response
This is due to Apple's ITP (Intelligent Tracking Prevention) which restricts third-party cookies and certain first-party cookies created via JavaScript. Server-Side allows for the placement of "http-only" cookies that last up to 2 years.
What is GTM (Google Tag Manager) Server-Side?
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Our A-Track expert's response
It is the server version of GTM. It allows for receiving web data, manipulating it (cleaning PII, hashing emails), and distributing it to partner APIs (Meta, Google Ads, TikTok).
What is "Stape.io"?
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Our A-Track expert's response
Stape is a hosting provider specialized for GTM Server-Side. It is often preferred over Google Cloud (GCP) because it is cheaper, easier to configure, and offers specific features for anonymization and bypassing blocks.
What is the difference between Stape and Google Cloud for tracking?
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Our A-Track expert's response
Google Cloud is a raw infrastructure billed by usage (complex). Stape is a "turnkey" solution optimized for GTM, with servers in Europe, facilitating GDPR/nFADP compliance.
Does Server-Side tracking improve SEO?
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Our A-Track expert's response
Indirectly, yes. By moving the execution of scripts (Facebook Pixel, Hotjar, etc.) from the browser to the server, you lighten the page's code. The site loads faster, which is a positive ranking factor for Google (Core Web Vitals).
Is it complicated to migrate to Server-Side?
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Our A-Track expert's response
It requires sharp technical expertise (DNS management, GTM configuration, API). This is the core business of agencies like A-Track. A poor configuration can lead to a total loss of data.
Why use Cookie-Script as a CMP?
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Our A-Track expert's response
It is a robust, cost-effective solution that is easy to integrate with GTM. It offers "Geo-Targeting" features (displaying the GDPR banner to Europeans but a lighter version to the Swiss if desired) and integrates well with Google Consent Mode V2.
What is the Facebook/Meta Conversion API (CAPI)?
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Our A-Track expert's response
It is the way to send events (purchase, lead) directly from your server to Facebook's server, without going through the browser pixel. This is crucial for recovering the 15-20% of conversions lost due to iOS 14+.
What are Google's "Enhanced Conversions"?
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Our A-Track expert's response
This involves sending hashed first-party data (email, phone) to Google during a conversion. This allows Google to identify who converted even if the cookies have been cleared.
Should I use a custom subdomain (e.g., data.mysite.com)?
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Our A-Track expert's response
Yes, it is essential for Server-Side (Custom Domain). This allows for the placement of secure "First-Party" cookies that are not blocked by browsers like Safari or Firefox.
What is the "Data Layer"?
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Our A-Track expert's response
It is an invisible JavaScript object on your site that contains all the key information (product price, ID, category, user email). GTM reads this Data Layer to send the right information to marketing tools.
Does Server-Side work with Shopify / WordPress?
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Our A-Track expert's response
Yes. Plugins (like GTM4WP or Shopify Data Layer apps) facilitate sending data to the GTM Server-Side container.
Does "Cookieless Tracking" mean the end of tracking?
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Our A-Track expert's response
No, it means the end of tracking based solely on third-party cookies. We are moving to tracking based on "First Party" data and server identifiers. We track better, but differently.
What is a Stape "Power-Up"?
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Our A-Track expert's response
These are additional modules offered by Stape, such as "Cookie Keeper" (to restore marketing cookies) or IP anonymization, which simplify complex technical tasks.
Can I use GTM Server-Side for tools other than Google?
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Our A-Track expert's response
Yes. You can send data to Facebook, TikTok, Pinterest, LinkedIn, Klaviyo, or even your own SQL/BigQuery database from the same server.
What is the monthly cost of a Server-Side infrastructure?
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Our A-Track expert's response
With Stape, it starts around 20-30 CHF/month for a standard site, compared to often over 100-150 CHF/month on Google Cloud for equivalent performance.
I have a showcase site, is advanced tracking necessary?
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Our A-Track expert's response
For a simple showcase without advertising, basic Analytics is sufficient. However, if you are doing SEO or local campaigns, understanding user behavior (time spent, clicks on "contact") through GTM remains valuable.
B2B Lead Gen: How to track lead quality?
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Our A-Track expert's response
You should not only track the form submission. You need to use Server-Side to send an "Offline Event" to Google/Facebook when the lead becomes a "qualified" or "signed" client in your CRM.
E-commerce: Why do my Analytics sales not match my Back-office?
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Our A-Track expert's response
This is often due to ad blockers or users who close the "Thank You" page too quickly. Server-Side tracking reduces this data gap to less than 2-5% (compared to 10-20% on client-side).
What is POAS (Profit On Ad Spend)?
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Our A-Track expert's response
Instead of measuring ROAS (Revenue / Ad Spend), advanced tracking allows you to send the actual margin to advertising tools. You optimize your ads for profit, not just for sales volume.
How to track a clicked phone number?
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Our A-Track expert's response
Through GTM, we configure a trigger on tel: links. To go further, we use dynamic "Call Tracking" to know which keyword generated the call.
Does Server-Side tracking help with Email Marketing (Klaviyo/Mailchimp)?
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Our A-Track expert's response
Yes. It allows for the identification of more users on the site and triggers "Abandoned Cart" or "Product Browsing" flows more often, as the identification cookie is not deleted by Safari.
How to manage tracking if I have multiple domains?
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Our A-Track expert's response
"Cross-domain tracking" must be carefully configured in GTM and GA4 to avoid losing the user's session when moving from siteA.ch to shop.siteA.ch.
Can we track AJAX forms without a thank you page?
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Our A-Track expert's response
Yes, this is a specialty of the implementation via GTM. We listen for the form's "success" in the code or the Data Layer to trigger the conversion, without needing a specific URL.
Is marketing attribution 100% reliable?
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Our A-Track expert's response
Never. It's a mathematical model. However, Server-Side tracking provides the most raw and complete data possible, making GA4 or Facebook attribution models much more accurate.
What is the "User ID"?
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Our A-Track expert's response
It is a feature that allows recognizing that a mobile user is the same person as on a computer, provided they have logged into their customer account. This is essential for the cross-device customer journey.
Why is tracking maintenance necessary?
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Our A-Track expert's response
The web is constantly changing: browser updates, new laws, modifications to Facebook/Google APIs. A setup that works today may break in 3 months without monitoring.
What does a tracking audit consist of?
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Our A-Track expert's response
An expert analyzes your GTM account, GA4, and your pixels. They check for duplicates, compliance of cookie banners, data loss (Data Discrepancy), and the security of collected data.
What to do if my web agency has "badly" installed the tracking?
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Our A-Track expert's response
This is common. Web developers are not Data Analysts. It is recommended to involve a specialist (like A-Track) to clean up the code, install a clean Data Layer, and migrate to GTM Server-Side without affecting the site's design.
How long does Server-Side compliance and installation take?
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Our A-Track expert's response
For a standard site, it takes between 3 to 7 business days for the audit, configuration, testing phase, and going live.
Does maintenance include the management of the CMP (Cookie banner)?
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Our A-Track expert's response
Yes. Maintenance services often include a monthly scan of cookies to ensure that new plugins installed on the site do not drop illegal cookies without being blocked by the banner.
What is the added value of a Swiss expert for the nFADP?
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Our A-Track expert's response
Knowledge of local subtleties. For example, knowing how to configure geolocation to apply the strict rules of the GDPR to EU visitors while maintaining more flexibility for Swiss visitors (if the strategy allows it).
Is Server-Side tracking reserved for large companies?
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Our A-Track expert's response
No. With solutions like Stape, it has become accessible to SMEs. It is even recommended for any e-commerce generating more than 20-30k CHF in annual revenue to secure its data.
What deliverables do we receive after a tracking mission?
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Our A-Track expert's response
Generally: a tagging plan, access to the clean GTM container, documentation of the architecture implemented, and a technical compliance report.
Can I manage my tracking alone with YouTube tutorials?
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Our A-Track expert's response
For a basic setup, yes. For Server-Side, strict nFADP compliance, and conversion APIs, the risk of error (double counting, data loss, illegality) is very high without a technical background.
What is the first step to working with experts like a-track.ch?
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Our A-Track expert's response
The first step is always the Audit. It is impossible to build a solid house without checking the condition of the ground. The audit allows you to list security flaws and opportunities for data improvement.
Can we host Google Tag Manager Server-Side at Infomaniak?
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Our A-Track expert's response
Yes. It is possible to host a GTM Server-Side container on Infomaniak's Cloud infrastructure (Jelastic or VPS) in Switzerland. This is the recommended architecture for companies subject to strict data sovereignty obligations (Banks, Health, Public Sector), as it ensures that tracking data does not pass through servers subject to the U.S. CLOUD Act before being anonymized.
Is Google Cloud Platform (Zurich) compliant with nFADP for tracking?
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Our A-Track expert's response
Google Cloud Platform (europe-west6 Zurich region) offers high-level technical security but remains legally subject to U.S. law (CLOUD Act). For most Swiss commercial enterprises, this is compliant and sufficient. However, for critical data or data subject to professional secrecy, a 100% Swiss infrastructure (like Infomaniak or Exoscale) is preferable to eliminate any risk of extraterritoriality.
Can a Swiss bank use Google Ads and Facebook Ads?
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Our A-Track expert's response
Yes, provided that a "Server-Side Tracking" architecture with strict anonymization is used. It is imperative never to load tracking scripts (pixels) directly into the secure client area (e-banking). The data must pass through a Swiss proxy server that removes IP addresses and pseudonymizes identifiers before sending only anonymous conversion signals to the advertising platforms.
How to reconcile digital marketing and banking secrecy in Switzerland?
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Our A-Track expert's response
The solution lies in "data minimization" through a server proxy. Instead of sending the complete URL (e.g., banque.ch/pret-hypothecaire-vuduz), the bank's server rewrites the information into a generic code (e.g., prod_id_123) before transmitting it. Thus, advertising platforms receive an optimization signal without ever being able to profile the end client or know the exact nature of their assets.
How to track Chinese (WeChat) and Western clients in the same tool?
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Our A-Track expert's response
To unify WeChat (China) and Google/Meta (West) data, luxury brands must use a centralized "Hub Server-Side". This server acts as a switchboard: it collects data from all regions, processes local specifics (such as Google's blockage in China), and consolidates everything into a Data Warehouse (like BigQuery) to provide a comprehensive view of ROI, regardless of digital borders.
What is the impact of ITP (Safari) on luxury watch sales?
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Our A-Track expert's response
Apple's ITP limits the lifespan of cookies to 7 days on Safari (iPhone). Since the purchasing cycle for a luxury watch often exceeds 3 months, ITP "cuts" the link between advertising and purchase. This results in an underestimation of 20 to 40% of the performance of digital campaigns. Using a custom tracking domain (Server-Side) allows for bypassing this limitation and restoring attribution.
What documents does the nFADP require during an audit?
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Our A-Track expert's response
In case of an audit, the Federal Supervisor (nFADP) will mainly require 5 documents: 1) The updated processing activities register, 2) The consent logs proving that users have validated the cookies, 3) The impact assessment (DPIA) for data transfers outside of Switzerland, 4) The technical proof that trackers are blocked by default (Privacy by Design), and 5) The subcontracting contracts (DPA) with your service providers.
Who pays the nFADP fine in case of non-compliance: the company or the director?
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Our A-Track expert's response
Unlike the European GDPR which penalizes the company, the Swiss nFADP can penalize the responsible individual (Executive, CIO, DPO) if the violation is intentional. The fine can reach CHF 250,000 and must be paid personally by the individual, with no possibility of coverage by the company's insurance.
Why do my Performance Max (PMax) campaigns lack stability?
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Our A-Track expert's response
The instability of PMax campaigns is often due to a lack of "Clean Data". If your tracking loses too many conversions (due to AdBlockers or consent), the AI algorithm lacks signals to learn. To stabilize PMax, it is necessary to provide it with a consistent volume of data through Server-Side tracking and "Enhanced Conversions" (first-party data).
What is POAS and why does it replace ROAS?
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Our A-Track expert's response
ROAS (Return on Ad Spend) measures the revenue generated by advertising, while POAS (Profit on Ad Spend) measures the actual margin. By connecting your gross margin data to your tracking tools (via Server-Side), you can ask Google's AI to optimize your campaigns to maximize your actual profits, rather than just your sales volume.
How to improve the quality score of my audiences (Match Rate)?
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Our A-Track expert's response
By sending "First-Party" data (hashed Email, Phone) via Conversion APIs (CAPI). A good match rate (>50%) allows Google/Meta to better find your customers, thus reducing your acquisition cost.
Does Apple's ITP (Safari) impact luxury sales?
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Our A-Track expert's response
Yes, massively. The ITP deletes cookies after 7 days. Since the purchase cycle of a watch often exceeds 3 months, you lose traceability. Server-Side (with Custom Domain) allows you to extend the cookie's lifespan and regain attribution.
Does Server-Side Tracking expose my server to security vulnerabilities?
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Our A-Track expert's response
No, if it is properly configured. The GTM Server-Side container operates in an isolated environment (Docker/Sandboxed). It does not have direct access to your client database or back-office; it only receives filtered HTTP requests.
What is the ROI of a tracking compliance project?
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Our A-Track expert's response
The ROI is often immediate through savings on advertising budget. By recovering 20% more conversion data, you mechanically reduce your CPA (Cost per Acquisition) by 20%, as algorithms optimize better. For an advertising budget of 10k/month, the project pays for itself in 3 months.
Comment facturer vos services à mes clients ?
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Our A-Track expert's response
Deux modèles existent :Revendeur : Vous intégrez notre prestation (Audit ou Setup) dans votre devis global avec votre marge. Nous vous facturons en sous-traitance.
Apporteur d'affaires : Vous nous mettez en relation directe avec le client pour la partie Data. Nous gérons le contrat et la facturation, et nous assurons la coordination parfaite avec vos équipes média/web.
Aidez-vous à la vente en phase d'avant-vente ?
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Our A-Track expert's response
Absolument. Nous pouvons accompagner vos commerciaux lors des pitchs clients pour répondre aux questions techniques pointues (DSI, DPO) et rassurer le prospect sur la sécurité et la conformité du projet.
Si le tracking casse, qui est responsable vis-à-vis du client ?
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Our A-Track expert's response
Si le client a souscrit à notre offre de Maintenance Annuelle, A-Track prend la responsabilité technique du bon fonctionnement des balises et s'engage sur des délais d'intervention (SLA). Cela décharge l'agence de la pression du "Service Après-Vente" technique.