Client tracking held to one standard.
The client is a global digital marketing and technology agency with offices across Europe, Africa, the Americas and Asia Pacific. It is a long-standing Google Marketing Platform partner and delivers analytics, media and creative work for a large roster of brands.
The agency had to stand up tracking for many clients, each with their own platforms, sites, apps and requirements. Work had to be delivered reliably and repeatedly.
Quality varied from one client to the next, and each implementation was built from scratch. There was no consistent practice for mobile and app measurement with Firebase.
The agency needed a technical lead who could deliver implementations directly and hold every one to the same bar.
Technical leadership
We acted as technical lead for tracking across client engagements. That covered scoping, solution design, review of work and being the point of escalation for technical questions from account teams and clients.
Measurement plans per client
Each engagement started with a measurement plan linking the client's goals to events and conversions. Plans followed a shared template, so every client received the same depth of thinking.
Google Analytics implementations
We ran multiple Google Analytics builds covering event and conversion tracking, ecommerce where relevant and tag management through GTM. Containers followed shared naming and structure conventions.
Firebase for apps
For clients needing mobile measurement, we delivered Firebase implementations with event specifications for app developers and linked reporting in Google Analytics. This gave the agency a consistent app practice.
QA and standards
Every implementation went through the same QA checklist before sign-off, from debug testing to checking data in reports. Documentation was produced for each client in a consistent format.
- Tracking implementations across the client base are consistent and technically solid.
- Quality now meets one standard across the roster.
- Firebase implementations were delivered for clients with apps.
- Delivery follows a repeatable process from measurement plan to tagging.
- The agency has Google Analytics and Firebase work it can rely on.
The client’s name and specifics are covered by an NDA that limits what we can publish. We have permission to discuss the work in more detail in private, so ask us on a call.
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