Google Analytics tracking configuration for ISO, ITL, IATF certification consultancy
Objectives
- Implement best-in-class analytics setup and data collection for the online and offline traffic
- Audit and upgrade the initial tracking to improve its accuracy
- Audit and update event tracking set-up and utilized custom dimensions to account all user interactions
Challenges
- Configure a detailed and impactful tracking logic for a large site with more than 10 different subdivisions in 5 languages
- Upgrade an old, inaccurate tracking to best-in-class enhanced eCommerce setup that would accurately track all user activity from product views to purchases across a non-standard eCommerce site
- Plan and implement an intelligible google analytics event taxonomy logic to track all interactions on the site
- Optimize the GTM setup for easy tag management workflow for the development and marketing teams
Process
- Google Tag Manager setup optimization (going from using 200 tags to only 7 tags)
- Comprehensive tracking setup (100% of user interactions are tracked)
- Best-in-class google analytics structure configuration
- Adapted event tracking logic for enhanced e-commerce on not-standard eCommerce site
- Reliable enhanced e-commerce data collection (back-end data match by 95%)
