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How We Mapped GA4 Data with Backend at 99% Accuracy Using GTM
A publisher brand The Washington Examiner is a reliable source for in-depth political commentary, investigative reporting, and breaking news. It covers national politics, policy, and cultural topics, providing informative news and expert viewpoints. With a dedication to accuracy and integrity, the journal caters to readers seeking fact-based coverage and thought-provoking opinions on the most critical topics affecting the United States and abroad.
Challenge
No Backend Access for Datalayer Implementation.
measuring must be completely handled with GTM.
Multiple Subscription Flow Variations
Lack of Purchase Data in the Data Layer.
Dynamic Subscription Model Changes for Marketing Campaigns
Approach
No Backend Web Development Access for Datalayer Implementation.
Since the client did not have access to backend development, we leveraged Google Tag Manager (GTM) on their website to implement tracking. This allowed us to deploy a complete tracking solution without needing any direct backend modifications.
Tracking must be completely handled via GTM.
After integrating GTM, we ran various kinds of tests and built customized scripts specific to the client's website. These scripts allowed us to accurately track purchase data and other important events.
Various Subscription Flow Variations
The user's subscription process changed depending on the user path. We ensured that all potential subscription paths were monitored and supplied data regarding which flow ultimately led to a successful subscription.
Insufficient Purchase Data in the Data Layer
Due to the absence of backend support, the data layer did not contain enough details to confirm if a subscription was successfully completed. We worked on enriching the data layer with necessary parameters to ensure accurate subscription tracking.
Dynamic Subscription Model Changes for Marketing Campaigns
The client frequently changed their subscription model based on promotions and marketing campaigns. To maintain accurate tracking, we set up dynamic tracking mechanisms that captured changing subscription details, including price, subscription name, and offer-specific data.
Results
After implementing the above solutions, we achieved significant improvements in subscription event tracking:
99% Accuracy in Subscription Events: Our GTM-based tracking closely matched the backend data, ensuring reliable insights.
Complete Subscription Flow Tracking: We successfully mapped and tracked all possible subscription paths, allowing the client to understand user journeys better.
Accurate Purchase Data Collection: Despite the lack of backend support, we enriched the data layer to capture essential subscription details like price, plan name, and promotional changes.
Flexible Tracking for Marketing Campaigns: Our solution dynamically adjusted to the client’s subscription model changes, ensuring precise tracking for various campaigns.
Improved Decision-Making: With accurate data in GA4, the client could make informed marketing and business decisions based on real-time subscription insights.
Conclusion
By leveraging Google Tag Manager (GTM) and custom scripts, we achieved 99% accuracy in subscription event tracking without backend support. Our solution provided a comprehensive view of all subscription flows, enabled dynamic tracking for changing subscription models, and ensured reliable purchase data for data-driven decision-making. This case demonstrated how GTM can deliver near-perfect tracking accuracy, even in complex scenarios.
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