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A customer success story

Taking a news platform towards better measurement

The Brand

A large news platform that caters to all major digital properties (desktop website, mobile website, Android App and iOS App)


There was a lack of confidence in data and that was impacting the way decisions were being made.

Multiple web properties and mobile apps and the need to unify data across all these.

The volume of data was beyond the limits of Standard Google analytics causing sampling problems and data inaccuracy.

Extremely competitive landscape creating a certain urgency to solve the data challenges.

Our design approach

ETV Approach
ETV Approach
KPI Discovery Session

End-to-end KPI discovery sessions with stakeholders covering Marketing, Analytics, Monetization, and Individual Product Teams, to understand what they wanted to track about their business and how do they measure the success of any action they take.

Detailed Audit

Exhaustive audit of 4 verticals, 12 categories across desktop, m-site, Android app and iOS app.

Solution Design Reference

The audit was followed by development of more than 150 use cases across the 4 platforms covering all the essential events, custom tagging, and variable mapping required for the KPI capture.


We integrated Google Analytics 360 with other platforms like Firebase analytics, Google Tag Manager and Big Query.


Implemented universal analytics through GTM and using data layer. Similarly, implemented firebase analytics on the mobile apps.


All data flowing into the Google Analytics property was validated in the staging environment before pushing it to production. For mobile apps, Big Query was used to find details of user’s activity.


Created and configured dashboards on Data Studio with all the key metrics and dimensions

ETV Approach
ETV solution

The solution

Unified platform to track user data across all properties

ETV Approach
Visibility into user actions

Comprehensive view of user actions on all platforms using Google’s state-of-the-art premium products like Google Analytics 360, Firebase Analytics, and Big-Query.

Leveraging Google Analytics

Leveraged features like universal analytics, User-ID and session-ID in Big Query. Maximized custom dimensions / metrics to capture business context.

ETV Approach
ETV Approach
Custom Tracking

Captured minutest call-to-actions leading to a deeper understanding of user behaviour.

Auto Tracking

Automatically collected events that are triggered by basic interactions on the app. As Firebase SDK is used, no additional code is required to collect these events.

ETV Approach
ETV Approach
Easy Code Maintenance

Leveraged Google Tag Manager which made the process of maintenance, upgrade and deployment of code easier.

ETV Outcome

The outcome

User Retention
ETV outcome

Online vs. offline campaign effectiveness based on user retention numbers to shift budgets accordingly.

Campaign Tracking
ETV outcome

Measurement of field agents’ performance over a 30, 60, and 90 day period to be able to incentivize them.

Portal and Language Usage
ETV outcome

Language localization tracking across various platforms to be able to find-
– The most used language
– Content related insights
– Location-based information

Video Performance Metrics
ETV outcome

Finding out the best performing category for videos and using the insights to create relevant content

Top Engaged Categories
ETV outcome

Identifying top-performing content topics and using the ad space for better CPM performance.

Language Change Selection
ETV outcome

Multi-language switch event tracking helping to create a better user experience and content recommendations.

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