From Fragmented Tracking to Actionable Data: Transforming ePlaneta’s Analytics Infrastructure

We began by performing a full audit of ePlaneta’s existing Universal Analytics setup, GTM containers, and martech tags. The system was cluttered with overlapping tags, inconsistent event logic, and no clear way to separate user types. This initial assessment helped us understand where data was unreliable, where tracking was missing, and what needed to be rebuilt from scratch.

Together with the client, we mapped out a new GA4-based measurement plan, tailored specifically to ePlaneta’s multi-channel business model. We defined core user actions, eCommerce funnel events, promotional interactions, and even business-specific workflows. This framework gave us a clear structure to implement tracking consistently across the web, internal teams, and assisted sales channels.

We implemented a clean, modular event structure using Google Tag Manager, with naming conventions, version control, and event parameters aligned across all touchpoints. Events were prioritized by impact and rolled out in phases, starting with core eCommerce events, then promotions, search behavior, registration, and finally, custom internal actions.

A major focus of the project was separating traffic and conversions generated by actual web customers from those placed by internal sales agents, call center staff, and in-store employees. We built logic to flag and categorize these actions, enabling the team to filter them in reports and exclude them from remarketing lists, greatly improving signal quality.

Once the event model was in place, we integrated key advertising and analytics platforms (Google Ads, Meta, TikTok, RTB, and Yandex), ensuring each platform received consistent, high-quality event data. This allowed media teams to run more efficient campaigns, with reliable conversion tracking and audience targeting across all channels.

To go beyond surface-level analytics, we implemented detailed tracking across critical user flows, specifically, the registration and purchase processes. By capturing drop-offs, retries, and completions at each step, the team gained a clearer understanding of where users encountered friction. This insight helped optimize the experience for new users and returning shoppers alike, ultimately supporting conversion rate improvements and more effective remarketing segmentation.

Some of ePlaneta’s workflows fall outside standard analytics scopes, such as order flows linked to external systems or processes handled by internal teams. We developed secure, custom tracking solutions to capture these actions while respecting business confidentiality. These touchpoints now feed directly into the GA4 ecosystem.

Every release went through QA with GTM Preview, DebugView, and custom checklists. We maintained a detailed change log and documentation for internal use, ensuring that both the Granular and ePlaneta teams could manage future iterations. The system is built to evolve – new events, tools, or reporting needs can be integrated without disrupting the existing structure.