How Allegro Reinvented Data Accuracy, Privacy, and Ad Performance with MetaRouter

As Central Europe’s largest e-commerce marketplace, Allegro powers more than 250 million offers every day across Poland and the Czech Republic. With such scale comes immense complexity—especially when it comes to managing event data across countless platforms, vendors, and touchpoints.

Over time, Allegro found themselves buried under a mountain of disorganized tracking tags and redundant data streams. Marketing teams struggled with inefficient media spend, declining ad performance, and growing compliance concerns as regulations like GDPR and local privacy laws became stricter.

“The quality and security of customer data is essential to our strategy. We needed a partner that was 100% compliant with industry regulations and committed to protecting the data at the highest standard.”
— Marta Piotrowska, Director of Media, AI, and MarTech, Allegro

The Data Chaos Behind the Curtain

Allegro’s digital infrastructure had become too noisy.
Too many overlapping trackers. Too much reliance on third-party scripts. And not enough control over what data was being collected—and who had access to it.

This lack of structure led to:

• Wasted ad spend from inaccurate or duplicate event data.
• Slower page speeds from excessive third-party tags.
• Privacy compliance risks, especially with evolving regulations across Europe.
• Limited vendor transparency, particularly when advertising platforms were also competitive marketplaces.

Allegro needed a reset. They needed a privacy-first infrastructure that could bring order to the chaos—without sacrificing scale, performance, or user trust.

Why Allegro Chose MetaRouter

When introduced to MetaRouter, Allegro immediately recognized a clear alignment: a server-side, consent-aware data routing solution built with compliance, performance, and control at its core.

MetaRouter enabled Allegro to:

• Move to a server-side architecture that eliminated third-party trackers from the browser.
• Implement granular consent controls, letting users opt in or out of individual tools like Meta, Google, or TikTok.
• Precisely control what data was shared with each vendor, ensuring competitors only saw what Allegro permitted.
• Improve data accuracy and fidelity across their entire media stack.

“When we were approached with MetaRouter, we saw that we needed to fix our chaotic data infrastructure. Their server-side solution aligned seamlessly with our objectives.”
— Marta Piotrowska

The Results: Measurable and Meaningful

Since implementing MetaRouter, Allegro has seen significant, quantifiable improvements:

• 30% increase in behavioral event data collected across major platforms
• 9.7% boost in ROAS from Paid Media channels
• $1 million saved in previously wasted ad spend

MetaRouter didn’t just help Allegro streamline their infrastructure—they helped them take back control.

Smarter Targeting, Better ROI, and True Data Sovereignty

In today’s digital environment, data accuracy isn’t just a technical requirement—it’s a business advantage. Allegro’s partnership with MetaRouter showcases what’s possible when e-commerce leaders prioritize structured, privacy-first data architecture.

With MetaRouter, Allegro is not only improving performance and efficiency, but also future-proofing their brand for a cookieless, consent-driven world.

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