How LAZZAWEB stopped losing specialist hours to tracking
Denmark's leading performance marketing agency was stuck in a loop: set up tracking, watch it break, fix it, repeat. And with every new client they signed, the problem compounded. To break the cycle and win back their team’s time, LAZZAWEB turned to Tracklution.
~99% tracking accuracy
after implementing server-side tracking
9 in 10 new clients
start with Tracklution by default
~1 hour/client
spent on tracking
LAZZAWEB is a high-growth performance marketing agency based in Denmark, with clients across more than 50 countries. They run the full marketing mix—Google Ads, SEO, paid social, and email marketing—for companies spending anywhere from €5,000 to over €500,000 a month on ads. Their client roster includes some of Denmark's most recognized brands.
Nikolaj Bæk, LAZZAWEB’s Chief Commercial Officer & Partner, is clear about the kind of companies they want to work with. "We don't take a company in and just stagnate it. We push boundaries. We want high-growth companies in our portfolio because that's where we do our best work."
But supporting many fast-growing companies across 50+ countries also means managing tracking across multiple platforms, integrations, and ad accounts.
And for a long time, keeping that tracking reliable was quietly consuming specialist time.
Scaling multiplied everything, including the tracking workload
If you run an agency, you already know what’s happened to tracking accuracy over the years.
It’s been quite a journey, from iOS privacy changes and third party cookie deprecation to ad blockers and Consent Mode. Then just when you think you’re caught up, another platform update lands. Every change slowly chips away at tracking accuracy.
LAZZAWEB's tracking specialists had no problem setting up server-side tracking for clients. They’d previously partnered with Stape, which helped. But maintenance was a different story.
"We could do a great tracking implementation for a customer. But it was never final,” explains Nikolaj. “After three months, some things change that we need to update— because it evolves all the time."
The underlying problem remained: every tracking setup was a ticking clock. Correct on day one, but quietly decaying by month three.
Every hour spent re-fixing tracking was an hour away from client work. Every new client meant more setup time before anyone touched an ad account. And growing the client base meant a hard choice: hire more tracking specialists, or accept that data quality would slowly erode—which wasn’t really an option.
"
It’s fundamental for us to have the correct data for our specialists to boost our clients. It's the most important thing in the business.
Nikolaj Bæk, Chief Commercial Officer & Partner
The solution: Tracking that maintains itself
LAZZAWEB wasn't just looking for better tracking quality. What they needed was a scalable approach to server-side tracking: one where tracking stays accurate on its own, without the team having to babysit it.
"
Many companies have a tracking setup from a year ago and they believe it's correct, because back then it was correct. But tracking is such a dynamic field. If you don't have somebody keeping it up to date, you will fall behind. You will lose data at some point.
Nikolaj Bæk, Chief Commercial Officer & Partner
After researching alternatives, they found Tracklution. Nikolaj's description of it says it all: "It's tracking as a service. You connect your platforms and you're all set. They keep the tracking up to date, always."
The results: Better tracking, more time for client work
After rolling out Tracklution across their client base, the impact was immediate:
~99%
conversion tracking accuracy
~1 hour
per client spent on tracking
9 in 10 clients
start with Tracklution by default
Set-up time collapsed. What used to take many hours per client now takes roughly one. For a Shopify store, LAZZAWEB's team can have a client fully live on server-side tracking in under an hour. The team that used to spend hours maintaining tracking setups now spends that time on client work
"The setup process is a lot easier than before. It's a huge difference in time savings for us,” Nikolaj describes.
Maintenance work disappeared. When eCommerce data fields update, a platform changes its API, or something new needs to be implemented, Tracklution handles it automatically for every client.
"
Whenever there's a new update, Tracklution figures out how we should handle it and implements the solution on their side. Our customers always have the best tracking possible without LAZZAWEB having to do it manually across all our clients.
Nikolaj Bæk, Chief Commercial Officer & Partner
Faster onboarding = faster scaling. Less time per setup means LAZZAWEB can bring on more clients without proportionally growing their tracking headcount.
Why this matters for agencies
More clients means more tracking to set up and maintain—which means either hiring more people or watching data quality slip. It's a trap that directly caps how fast an agency can grow.
LAZZAWEB found a way out. Specialists are back doing what they were hired for. Client onboarding is faster. And their tracking data stays accurate without anyone having to maintain it.
While competitors wrestle with stale setups and unreliable data, every LAZZAWEB client runs on tracking that updates itself. In the age of AI advertising, the agency with the best data wins.
"
Most importantly, our customers get the best tracking solution. When we get the right tracking data, it’s much easier not only to bring real results, when the ad algorithms have good data, but also to communicate the impact we generate for our customers. The numbers don't lie.
Nikolaj Bæk, Chief Commercial Officer & Partner
Tracklution is proud to support LAZZAWEB's mission to stay at the forefront of digital marketing in Denmark, spending less time on maintenance, and more time doing what they do best: helping their clients grow.
Want similar results for your agency?
If tracking maintenance is hurting how fast your agency can scale, Tracklution might be exactly what you need. Less setup. Zero maintenance. More time to focus on actual performance.
No credit card needed
