OLIGHT: Restoring Data Accuracy for Marketing Performance

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CHALLENGE
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CHALLENGE

Ensuring First-Party Data Accuracy for Better Marketing Performance

As a global leader on the portable light market, Olight depends on customer journey data to drive marketing performance and personalization.

With browsers tightening restrictions on third-party cookies, Olight faced attribution gaps, session tracking issues, and growing privacy compliance risks. These challenges threatened both the accuracy of their analytics and the effectiveness of their campaigns.

Solution

Regaining Control Over Data to Enhance Attribution, Security, and Efficiency

Working closely with Olight’s IT and Marketing teams, fifty-five implemented a custom Google Tag Gateway via Google Tag Manager, hosted through Cloudfront CDN. By routing analytics and advertising tags through Olight’s own first-party domain, the solution bypassed many ad blocker and browser restrictions, restored more accurate data collection, and strengthened privacy compliance.

Overall, this setup improved conversion attribution, enhanced data security, boosted website performance, and gave Olight greater control over how their data was handled.

Results

Increased Data Ownership, Informed Decision-Making, and Stronger Campaign Performance

The collaboration delivered tangible gains: a 16% drop in cost per click, a 1.2% increase in ROAS, and a 5% uplift in Safari/iOS attribution.

Olight reduced reliance on third-party cookies, secured full ownership of their analytics data, and achieved more durable, accurate measurement — enabling better-informed marketing decisions and stronger campaign performance.

-16% Cost per click

+1.2% ROAS

+5% Safari/iOS attribution

OLIGHT: Restoring Data Accuracy for Boosted Performance and Cost-effectiveness

Ensuring First-Party Data Accuracy for Better Marketing Performance

Regaining Control Over Data to Enhance Attribution, Security, and Efficiency

Increased Data Ownership, Informed Decision-Making, and Stronger Campaign Performance

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