Objective
Seamlessly transitioned Signa Sports’ analytics from Universal Analytics (UA) to Google Analytics 4 (GA4) to enhance tracking, compliance, and insights across multilingual and multi-regional platforms.
Tools used
Leveraged tools like GA4, Server-Side Tagging, Stape.io, Tealium, and BigQuery to ensure precise tracking, advanced analytics, and data-driven decision-making for Signa Sports’ global eCommerce platforms.
Key Insights
- Achieved seamless migration for multilingual and multi-regional platforms, ensuring accurate tracking across 14 local language online shops.
- Enhanced cross-platform tracking and event-based analytics for better understanding of user journeys.
- Improved compliance with GDPR and privacy regulations through advanced data governance.
- User ID
- Google Signals
- Device ID
- Modeling: Estimates user activity when identifiers such as cookies or User ID aren’t fully available. Without modeling, your reports won’t account for data that can’t be directly observed
Impact
- Advanced Analytics and Custom Insights: Enabled in-depth analysis by integrating GA4 with BigQuery for complex queries and advanced reporting.
- Enhanced Reporting Flexibility: Empowered the creation of highly customizable and interactive dashboards using Looker Studio.
- Improved Data Accuracy: Leveraged event-based tracking in GA4 for more precise and granular user behavior insights.
- Comprehensive Customer Journeys: Unified cross-device and cross-platform data to better understand customer interactions.
- Predictive Capabilities: Utilized GA4’s machine learning to generate predictive insights, enhancing decision-making.
- Data Democratization: Fostered accessibility to actionable insights for teams through easily shareable Looker Studio dashboards.
- Scalable Data Infrastructure: Supported large-scale data processing and storage with BigQuery, handling billions of events seamlessly.
- Better Compliance and Privacy: Strengthened data governance and compliance with privacy regulations through advanced configuration capabilities.
- Optimized Marketing Strategies: Improved ROI analysis and marketing attribution through GA4’s event-based and model comparison features.