A customer success story
Taking a news platform towards better measurement
The Brand
A large news platform that caters to all major digital properties, including desktop and mobile websites, and Android and iOS apps.
THE CHALLENGE
A lack of confidence in data that impacted the way decisions were being made.
Multiple web and mobile property data that needed to be unified.
The volume of data was beyond the limits of standard Google analytics, causing sampling problems and data inaccuracy.
Extremely competitive landscape that demanded a sense urgency.
Our design approach
KPI Discovery Session
End-to-end KPI discovery sessions cover Marketing, Analytics, Monetization, and Individual Product Teams, to understand what to track and how do they measure the success.
Detailed Audit
Exhaustive audit of four verticals and 12 categories across desktop, m-site, and Android and iOS apps.
Solution Design Reference
The audit is followed by the development of more than 150 use cases across the four platforms, which covers essential events, custom tagging, and variable mapping required for KPI capture.
Integration
We integrate Google Analytics 360 with other platforms like Firebase analytics, Google Tag Manager, and Big Query.
Implementation
Universal analytics implemention is done through GTM and data layer as well as firebase analytics on the mobile apps.
Validation
All data flow into the Google Analytics property is validated in the staging environment before being pushed to production. For mobile apps, Big Query is used to find user activity details.
Dashboards
Create and configure dashboards on Data Studio with all key metrics and dimensions.
The solution
Unified platform to track user data across all properties
A look into user actions
Gain a 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.
Leverage Google Analytics
Use features like universal analytics, Big Query user-ID and session-ID. Maximize custom dimensions/metrics to capture business context.
Custom Tracking
Capture the smallest call-to-actions for an even deeper understanding of user behavior.
Auto Tracking
Automatically collect events triggered by basic app interactions. With Firebase SDK, no additional code is required to collect these events.
Easy Code Maintenance
Leverage Google Tag Manager to make the process code maintenance, upgrades, and deployment easier.
The outcome
User Retention
Learn online vs. offline campaign effectiveness based on user retention numbers to shift budgets accordingly.
Campaign Tracking
Measure field agents’ performance over a 30-, 60-, or 90-day periods to incentivize them.
Portal and Language Usage
Language localization tracking across various platforms to be able to find: – The most used language- Content related insights- Location-based information
Video Performance Metrics
Find the best performing video category and use the insights to create more relevant content.
Top Engaged Categories
Identify top-performing content topics and use the ad space for better CPM performance.
Language Change Selection
Multi-language switch event tracking helps create a better user experience and content recommendations.