Migros: Tracking Concept, Implementation and Further Development
Migros is the largest and best-known retailer in Switzerland. Alongside a broad online offering, Migros gives its customers a wide range of practical content and information on cooking, food, activities and many other areas of life.
Client statement
“For us, a clean tracking set-up is the foundation of every deeper analysis.”
Bianca Oehl, Migros-Genossenschafts-Bund
Background
As Migros puts more focus on its online business, data collection and analysis across its content portals are becoming ever more important. This covers Migros, Famigros, Migusto and the themed pages for Christmas, Easter and Support your Sport. Since early 2020 we have worked closely with the Federation of Migros Cooperatives to develop the tracking set-ups further and keep them working reliably.
What we did
To keep data collection and tracking working at all times, we review the implementation of tracking tags and data layers on a range of Migros content pages. We design comprehensive tracking concepts based on data layer structures. After the technical implementation, the data layer values are processed in Google Tag Manager (GTM) with data layer variables and tags, which send the information to Google Analytics (GA) in a structured format. Alongside custom data layers, we also use adapted e-commerce data layers to pass the required information to Google Analytics.
Results
Success is measured with a client-specific visualisation of the Google Analytics data in Google Data Studio. With just a few clicks, the preferred data can be prepared in a visually appealing format.
Tracking concept for the data layer plus tags and triggers in GTM
Set-up of global tracking tags for sending data to GA
Documentation of tracking parameters
Reporting in Data Studio