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DASH Water

Upgrading DASH’s conversion tracking infrastructure to a
gold standard, privacy compliant, first-party browser &
server-side solution.

The challenge

Cult water brand DASH quickly made its mark on the UK food and drink space when it burst onto the scene in 2017. As its DTC focus grew over the years, paid media and CRM became increasingly central to driving growth, and so too did the importance of the data infrastructure sitting behind it.

DASH brought in Leaf Signal to conduct a thorough audit of their tracking setup and identify where performance could be strengthened. The review surfaced several valuable opportunities: expanding event coverage in Google Ads, improving data consistency in GA4, broadening server-side tracking across platforms, and optimising cookie consent to capture more first-party data.

In Klaviyo, there was further potential to enhance the reliability of key lifecycle events such as page views and abandoned carts to sharpen retargeting and enrich customer journey insights.

Together, DASH and Leaf Signal set about turning these opportunities into a best-in-class tracking foundation.

Leaf Signal has been a valuable partner in supporting our GA4 and CMP implementation for a new market.

Their team delivered the work in a timely manner, communicated clearly throughout the process, and has continued to provide reliable support to ensure tracking is working as expected.

Callum Mitchell
Senior Reporting Manager @ DASH

Leaf Signal has been a valuable partner in supporting our GA4 and CMP implementation for a new market.

Their team delivered the work in a timely manner, communicated clearly throughout the process, and has continued to provide reliable support to ensure tracking is working as expected.

Callum Mitchell
Senior Reporting Manager @ DASH

Leaf Signal has been a valuable partner in supporting our GA4 and CMP implementation for a new market.

Their team delivered the work in a timely manner, communicated clearly throughout the process, and has continued to provide reliable support to ensure tracking is working as expected.

Callum Mitchell
Senior Reporting Manager @ DASH

Upgrading DASH’s tracking

We rebuilt DASH’s tracking infrastructure, using Leaf Signal’s first-party, browser and server-side foundation to improve attribution, algorithmic bidding and performance.

This involved:

A full audit and clean-up of existing tracking
Consent management platform calibration
Set up of Google Consent Mode V.2. for compliant pre- and post-consent tracking management
Full-funnel, browser and server-side tracking - including Meta’s CAPI, Google’s Enhanced Conversions, TikTok Events API and GA4’s Measurement Protocol
Upgrade of tracking setup from third to first-party solution
Proprietary attribution enrichment for enhanced customer matching
Ongoing monitoring and QA to protect data integrity and compliance over time

These fixes enable more abundant, accurate, rich and reliable data to flow into DASH’s ad, email and analytics platforms - driving stronger marketing ROI.

Closing the gaps in Klaviyo

Leaf Signal also addressed key weaknesses in DASH’s Shopify-Klaviyo integration.

By introducing server-side lifecycle events (including page views, product views and add-to-cart), Signal captures customer interactions that were previously lost when browser tracking failed.

This delivers richer customer profiles, enabling larger retargeting pools and increased revenue opportunities - particularly through abandoned cart flows that now capture and convert more high-intent users.

The impact

By fixing the previously missing mid-funnel events, Google Ads now receives around 170k additional events per month - 110k Page Views, 38k View Items, 15k Add to Baskets and 4.5k Begins Checkouts (comparing May 2025 vs May 2026).

This means Google’s bidding and remarketing systems now have far richer funnel data to learn from, enabling stronger optimisation across the customer journey rather than relying on purchase events alone.

On Meta, Event Match Quality scores increased by 7.9% on average between May 2025 and May 2026 (see screenshots below). For Add to Cart and Page View, that increase was 17.4% and 11.1% respectively.

Higher EMQ scores mean Meta can attribute more conversions to ads and deliver them to people who are more likely to convert.

DASH's Event Match Quality scores on Meta, comparing May 2025 (left) with May 2026 (right).

DASH's Event Match Quality scores on Meta, comparing May 2025 (top) with May 2026 (bottom).

With Leaf Signal in place, DASH Water operates on a robust, data-rich and privacy-first tracking foundation.

Paid media platforms now receive a higher volume of accurate and consistent signals, attribution is enhanced and enriched, and CRM audiences are larger and more actionable.

The result is stronger marketing ROI, more reliable analytics insights, and greater overall profitability.