With their pragmatic, hands-on collaboration, Granular feels like an extension of our own team—continuously driving improvements, expanding our reach across core categories, and keeping Planeta Sport a step ahead of the competition.
Client
Planeta Sport
Expertise
Analytics
GA4
Google Tag Manager
Martech
Year
2022 - Present
Planeta Sport is a leading retailer of sports apparel, footwear, and equipment, operating both online and through a network of over 100 stores across Southeast Europe. Known for offering top global brands, they’re constantly investing in digital tools to improve performance and customer experience.
Client words
For the past three years, Granular Group has been our strategic partner in scaling Planeta Sport’s digital presence. They transformed SEO into our fastest-growing channel, delivering year-over-year organic growth. Their deep market insights and tailored content—from expert buying guides to seasonal trend features—helped us engage both seasoned athletes and casual fans, while they provide our teams instant clarity to act on every opportunity. With their pragmatic, hands-on collaboration, Granular feels like an extension of our own team—continuously driving improvements, expanding our reach across core categories, and keeping Planeta Sport a step ahead of the competition.
Branimir Kulašević, Chief Ecommerce Officer
Challenges
Years of unstructured tracking
Over time, dozens of tags and tracking scripts were added without a clear plan. This patchwork approach led to a messy setup with overlapping events, inconsistent naming, and no documentation. Tracking worked, until it didn’t.
Outdated analytics platform (UA)
Planeta Sport was still relying on Universal Analytics, even as GA4 was becoming the new standard. With UA’s deprecation date looming, a full migration became not just urgent, but essential.
Incomplete and inconsistent event coverage
Core eCommerce actions like product views, internal searches, add-to-cart events, and purchases weren’t consistently tracked or tracked at all. Without a complete funnel, performance analysis and user behaviour insights were limited.
Missing advanced user interaction tracking
Beyond basic eCommerce events, there was little to no insight into how users actually interacted with the site. Key signals like scroll depth, filter usage, internal site search, or time on page weren’t being measured, leaving a blind spot in understanding user engagement and intent.
Analytics and ad platforms speak different languages
Although platforms like Facebook, TikTok, RTB House, and Yandex were technically present, they weren’t properly aligned with on-site events. Signals were inconsistent, audiences weren’t accurate, and conversions were often underreported. To fix this, we reconnected everything through a centralised event structure, ensuring cleaner data, better attribution, and higher-quality remarketing signals.
Solution
Rebuilt the tracking layer from the ground up
Every legacy tag and redundant trigger was removed, and we rebuilt a streamlined event model from scratch: clean, modular, and scalable. Everything is now documented, versioned, and easy to maintain across teams.
Migrated fully to GA4 before the UA shutdown
Rather than patching old tracking, we embraced GA4’s event-based model and redefined all key measurement points. We approached the migration as a strategic shift in how data is structured and used.
Mapped and implemented complete eCommerce and user interaction tracking
We redesigned the event structure to cover the full eCommerce funnel, from product views and cart additions to detailed checkout steps. We also added logic to track user registration and login flows, giving the team better visibility into conversion rates beyond just transactions.
Connected all marketing platforms through a unified GA4 event model
Using GTM, we ensured Meta (Facebook), TikTok, RTB House, and Yandex all received consistent event signals based on the same GA4 event structure. This improved attribution accuracy and gave marketing teams a clean foundation for remarketing and lookalike audiences. Multiple updates over time improved event parameter accuracy, value tracking, and conversion consistency.
Introduced search term tracking logic using both URL parameters and local storage
We added tracking for internal site search behaviour, capturing both typed terms and filter refinements. This data helped uncover what users were looking for, allowing the SEO and UX teams to identify gaps and optimise the on-site search experience.
Integrated Salesforce touchpoints into analytics
We implemented Salesforce tag-based tracking to capture lead events and post-purchase actions tied to CRM workflows. This brought a new level of visibility into what happens after the transaction, bridging on-site behaviour with back-end sales processes and customer lifetime value tracking.
Results
- AccurateTracking Consistent event naming and parameter mapping significantly reduced noise in reports and eliminated redundant or broken events.
- Platform Integrations All key advertising platforms were integrated into GA4, enabling a unified approach to cross-channel tracking and attribution.
- Improved ROAS Refined attribution models and conversion tracking allowed for smarter budget allocation and better ROI.
- User Journey Visibility A clear understanding of customer interactions on the website.
