Unifying Business Standard India's Analytics Landscape with Google Analytics 4​

OBJECTIVE

• Centralize Data Collection: Create a unified system for consistent data tracking across the website, AMP pages, and mobile apps.
• Enhance User Insights: Provide a comprehensive view of user journeys across all platforms to support better decision-making.
• Integrate Historical Data: Make historical data from Universal Analytics accessible and compatible with the new GA4 setup.
• Optimize Reporting: Use advanced tools like BigQuery and Looker Studio for enhanced reporting and actionable insights.

PURETECH DIGITAL'S EDGE

• Unified Data Collection: Integrated GA4 across the website, AMP pages, and mobile apps to centralize and streamline data collection, ensuring consistent and accurate tracking.
• Event Harmonization: Audited and standardized event tracking across platforms, enabling seamless user journey analysis and simplifying future reporting.
• Historical Data Integration: Migrated five years of UA data to GA4 using Google API, securely stored it in AWS S3, and visualized it alongside current data in Looker Studio for comprehensive insights.
• Advanced Reporting: Integrated GA4 with BigQuery and developed Looker Studio dashboards, providing Business Standard India with real-time, in-depth analysis of user behavior and campaign performance.

Technical Highlights:

• Implemented GA4 tracking on the website and AMP pages, overcoming the lack of standard GA4 AMP integration by using custom parameters.
• Integrated Firebase with GA4 for consistent event tracking on mobile apps.
• Set up secure data migration and visualization tools for seamless access to historical and current data.