One plan, 21 events
Parameters, priority and test result for every event in one table.
From 88 to 73 tags, every event tested
GotPhoto makes software for school and sports photographers, who sell their photos to parents through GotPhoto.
Built with
By the numbers
- events in the measurement plan
- 21
- tags removed
- 17
- data layer parameters
- 55
The problem
GotPhoto runs measurement on gotphoto.com through Google Tag Manager. The container had grown to 88 tags. Among them were tags for purchases, webinars and onboarding that were no longer in the measurement plan. Variable names followed no fixed spelling. And every GA4 event goes out through the browser and the server, so every mistake counted twice.
What we did
The starting point was the measurement plan: 21 events, each with parameters, priority and test status. All 55 parameters in the plan now have a data layer variable in GTM with exactly the same name. We removed 17 tags and added the event for external clicks, in the browser and on the server. Then we checked all 21 events on gotphoto.com with GTM Preview and our own event tester.
What it delivers
13 of the 21 events are confirmed and measure what the plan describes. The other eight are named, with the reason: broken, not finished yet or no matching feature on the site. 22 GA4 events go through the browser and the server container. Both hits carry the same event ID, so the streams can be matched. Cookiebot loads first and sets consent to denied by default outside the US.
Highlights
55 parameters, one name
Every parameter in the plan has a data layer variable in GTM with the same name.
Browser and server
22 GA4 events go out both ways and share one event ID.
Consent first
Cookiebot Consent Mode v2 loads before the other tags and denies everything by default outside the US.
More visuals
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