Case Study · Publishing
99% Accuracy in GA4 Subscription Tracking Using GTM
How Washington Examiner achieved near‑perfect accuracy in subscription event tracking without backend access—powered entirely by Google Tag Manager.
Tracking Accuracy
Flow Coverage
Conversion Improvement
Background
The Washington Examiner is a leading publisher providing in‑depth political commentary and investigative reporting. With frequent subscription model changes and no backend access, they needed a way to ensure accurate GA4 subscription tracking across all user journeys.
Challenges
No Backend Access
Complete measurement needed to be handled via GTM.
Multiple Subscription Flows
User journeys varied, complicating subscription tracking.
Missing Purchase Data
Data layer lacked purchase details to confirm success.
Dynamic Models
Frequent subscription model changes during campaigns.
Our Approach
GTM-Only Tracking
Deployed custom scripts in GTM without backend dependency.
Comprehensive Testing
Simulated all subscription paths to ensure accuracy across variations.
Data Layer Enrichment
Injected missing purchase data—plan names, prices, and offers.
Dynamic Tracking
Adaptive tracking handled model changes for campaigns.
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Results
Accuracy in Subscription Tracking
Subscription Flow Coverage
Improvement in Conversions
Accurate Purchase Data Collection
With enriched GA4 tracking, Washington Examiner could make informed marketing and business decisions in real‑time, backed by precise subscription insights.
"By leveraging GTM and custom scripts, AnalyticsLiv enabled us to reach 99% accuracy in GA4 subscription event tracking—without backend access. This empowered confident, data-driven decisions."
— Washington Examiner
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