17% improved customer recognition and better cross-device journey insights

Transavia

Customer case
Technical Web Analytics

Johan Meijer

Technical Web Analyst

4 min

03 Nov 2026

Customers rarely book a flight on their first visit to the website or when using the app for the first time. They search, compare, return later, manage their booking and interact across different devices. For Transavia, browser privacy restrictions made it increasingly difficult to connect those interactions over time.

Together, we designed a privacy-conscious identity service that improves long-term customer recognition and gives Transavia a more complete view of the customer journey. Customer recognition increased by 17%, while the identity service also became an important foundation for Transavia’s composable Customer Data Platform and future marketing automation use cases.

This case in brief

Challenge

Browser restrictions limited Transavia’s ability to recognise returning customers across longer journeys.

Desired outcome

Recognise customers consistently over time and across digital touchpoints, while respecting consent and privacy requirements.

Solution

A central, vendor-agnostic identity service integrated with Transavia’s website, app, consent management and data ecosystem.

Result

Customer recognition increased by 17%, enabling more reliable journey analysis, attribution and cross-device customer activation.

The challenge: browser restrictions fragmented long customer journeys

A customer journey at Transavia can span weeks or months. Travellers may first explore destinations, return several times to compare flights, make a booking and later manage their trip.

Browser privacy measures made it harder to recognise the same customer throughout this journey. Safari’s Intelligent Tracking Prevention, for example, limited how long certain browser-based identifiers remained available.

As a result, Transavia had less visibility into returning visitors and longer decision-making journeys. This affected journey analysis and made it harder to understand how marketing channels contributed to eventual bookings. Returning customers could also encounter unnecessary consent-banner interactions.

Our approach: design identity around customer scenarios, consent and future use cases

We started by mapping the relevant customer recognition and consent scenarios. This included anonymous and logged-in users, consent preferences and the way customer identifiers interacted with Transavia’s existing data landscape.

Based on these scenarios, we defined the functional requirements for a central identity service. Instead of solving the Safari limitation inside a specific analytics tool, Transavia chose a dedicated identity layer that could support multiple channels and technologies.

That architectural choice made the solution useful beyond the original tracking challenge.

The solution: one identity service connects customer interactions across channels

Transavia developed the identity service based on the agreed specifications. We supported testing, validation and deployment and integrated the service with the tag management environment, data management platform, consent banner and other analytics and marketing tools.

The service enables Transavia to recognise returning customers beyond the limitations of browser cookies, while taking consent into account.

It is now used across both the Transavia website and mobile app. This creates a consistent customer identity across devices and helps connect interactions that previously appeared as separate customer journeys.

The result: 17% more recognised customers and more reliable journey insights

After implementation, Transavia increased customer recognition by 17%. Marketing and analytics teams now have a more complete view of longer customer journeys, improving both journey analysis and marketing attribution.

The identity service also supports more consistent recognition across web and app, while reducing unnecessary consent-banner interactions for returning customers.

Beyond the initial tracking challenge, the service has become a foundational component of Transavia’s composable Customer Data Platform (CDP) architecture. It provides a compliant, vendor-agnostic and scalable identity layer that connects customer data across analytics, personalisation, marketing and reporting tools.

Recognise customers consistently across longer journeys?

Are browser restrictions or fragmented identities limiting your view of the customer journey? We can help you design a privacy-conscious identity approach that connects customer interactions across channels without locking your data into a single technology vendor.

Get in touch or schedule a meeting to discuss the possibilities.

Want to know more?

Stefan will be happy to talk to you about what we can do for you and your organisation as a data & AI partner.

Stefan Put

Commercial Manager Technical Web Analytics+31(0)20 308 43 90 +31(0)6 33 65 99 17 stefan.put@digital-power.com

Schedule an online meeting

Receive data insights, use cases and behind-the-scenes peeks once a month?

You might also like:

Higher advertising ROI through conversion tracking strategy

Univé wanted to optimise its advertising campaigns based on approved insurance policies rather than submitted insurance applications. At the time, advertising platforms were optimised using insurance applications submitted by (potential) customers. However, not every application resulted in an approved insurance contract. While every application was counted as a conversion, only approved policies represented the actual business outcome.

What is Tagbird, what do you use it for, and what can you do with it?

Tagbird is a Chrome extension developed by Digital Power. You can download it from the Chrome Web Store and add it to your browser. It is a debug/visualisation tool that provides a simple and clear insight into, among other things, the data layer, tag management events and analytics requests of a website. So you can quickly and easily test your entire analytics implementation with Tagbird.

How good Is your web analytics implementation?

How confident is your company in its web analytics data? In this article, we’ll first explain why web analytics tools can never provide 100% accurate data and why that’s not necessarily a bad thing. Then, we’ll dive into the practical side of things: how reliable are most web analytics implementations?

The impact of ITP on analytics and the user experience

Intelligent Tracking Prevention (ITP) was launched by Apple in 2017 in an effort to restore "the balance the balance between privacy and the need for on-device data storage". With Intelligent Tracking Prevention, Apple aims to reduce cross-site tracking (following users across websites) by limiting the use of cookies. Find out what this means for you.

Switching from Universal Analytics to Google Analytics 4 (GA4)

On 14 October 2020, Google launched the new version of Analytics: Google Analytics 4 (GA4). Soon after the launch, it became clear that a number of important functionalities from Universal Analytics (GA3) were missing, and therefore the time to switch seemed far away. Fortunately, we see that the development team on the side of Google has not been idle. Some nice features have since been introduced within GA4 that have narrowed the gap between GA3 and GA4. This article answers the questions that are increasingly being asked about GA4.

A scalable data platform in Azure

TM Forum, an alliance of over 850 global companies, engaged our company as a data partner to identify and solve data-related challenges.

What to do about broken Looker Studio dashboards?

Did the following scenario happen to you last week? While enjoying your morning coffee, you take a look at your pride and joy: a meticulously created Looker Studio dashboard built with the GA4 connector. You rub the sleep from your eyes and see your charts are all broken. Frantic phone calls from colleagues are pouring in. What is happening? Find out in this post what the consequences of Google’s newly imposed quota on the Google Analytics Data API are.

Integration web and app data contributes to a 360-degree customer view

Univé is a Dutch insurance company that offers insurance, financial products, and services to both consumers and businesses. The company is focused on providing high-quality service and helping customers make responsible financial decisions. Since 2014, we have been working closely with Univé.

Which data traineeship is right for you?

You are almost done with your studies and looking for an employer that offers you the opportunity to learn everything about the field of data. Or you are no longer challenged in your current position and would like to become more technical. In both cases, you do not want to follow unpaid courses, but you would like to get started as soon as possible for real customers, with a serious salary. Does this sound familiar? Then these data traineeships are really something for you.

What are cookies?

Cookies. This word comes up a lot in the world of marketing and online analytics. But what exactly are those cookies? And are there different types of cookies?

Measure ecommerce events in GA4 and Universal Analytics with only the updated datalayer pushes

With our variable in the Google Tag Manager Community Template Gallery it is easy to start using all the new ecommerce analytics capabilities that Google Analytics 4 offers while fully supporting the 'old' enhanced ecommerce of Universal Analytics. Find out how the variable works.

A new tagging structure for the App and website

Univé is the only Dutch insurer with a website, App and physical stores. They therefore follow an omni-channel strategy. According to its own '1 digital front door principle', the insurer also wanted to offer customers the opportunity to take out/change insurance policies and report damages via the App. They asked our Data Analysts to make the new funnels measurable.

How do I set up Google Tag Manager?

A tag management system such as Google Tag Manager (GTM) enables you to measure visitor behaviour on your website. You can also implement marketing pixels (such as Google Ads and Facebook) and cookie banners via this platform. This article gives you tips to keep in mind when setting up GTM. This allows you to collect reliable and usable data, and you will be less dependent on your web developers.

Increased ROI in healthcare campaign thanks to improved insight

Various departments within Univé made decisions based on data from multiple data sources and separate reports. As a result, each department made decisions based on different information. The departments were also not always aware of each other's performance. We investigated how the integration of the data sources using the Microsoft Power BI visualisation tool could improve decision-making.