Project Overview
Pizza 73, founded in 1985 in Alberta, has grown into a beloved brand with over 85 stores across Western Canada. Known for its affordable, quality pizzas and innovative customer service, Pizza 73 was the first in Alberta to implement a Central Call Centre, revolutionizing order processing and delivery speed.
We were tasked with enhancing Pizza 73's analytical capabilities by setting up Google Tag Manager (GTM) and new Google Analytics 4 (GA4) data streams for their website. Our goal was to improve tracking of user interactions and e-commerce performance, ultimately helping Pizza 73 make better data-driven decisions.
Project Challenge
Non-Firing Tags
One of our initial hurdles was dealing with tags that weren't firing correctly. When tags don’t fire, it leads to incomplete data, which can skew analytics and hinder decision-making.
Solution: We performed detailed troubleshooting to pinpoint the issues, then made necessary configuration adjustments. Extensive testing ensured all tags fired properly, allowing us to capture accurate and complete data.
Integration Issues
Integrating GTM and GA4 was another challenge. Ensuring these systems worked seamlessly with the website was crucial for accurate data tracking.
Solution:Our team carefully mapped out the data layers and aligned them with GTM and GA4 requirements. We conducted rigorous testing to validate the integration, ensuring smooth data flow and reliable tracking.
Features
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Enhanced E-commerce Tracking:
- Monitored transactions, product views, add-to-cart events, and the entire checkout process.
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User Interaction Tracking:
- Tracked key user interactions like button clicks, form submissions, and navigation actions.
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Custom Dimensions and Metrics:
- Captured specific business-related data points for deeper insights into user behavior.
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Cross-Domain Tracking:
- Ensured user sessions were accurately tracked across different subdomains, providing a complete view of user journeys.
Tools & Technologies
- Google Tag Manager (GTM): Managed and deployed marketing tags without modifying the codebase.
- Google Analytics 4 (GA4): Offered advanced features for tracking user interactions and engagement.
- JavaScript: Used for custom tag configurations and enhancing tracking capabilities.
- Chrome Developer Tools: Utilized for debugging and validating tag implementations and data layer configurations.
Android
Codeigniter
MySQL
Figma
Results
The integration of GTM and GA4 for Pizza 73 resulted in significantly enhanced analytical capabilities. Accurate and comprehensive data tracking enabled better decision-making and provided insights into user behavior and e-commerce performance. This project ensured that Pizza 73 could efficiently track user interactions, measure the effectiveness of their marketing campaigns, and improve overall website performance. The improved tracking mechanisms laid the foundation for data-driven strategies, fostering better customer engagement and business growth.
