They enable us to effectively plan and achieve our annual KPIs, proactively identify underperforming segments, and propose specific solutions for improvement.
Client
Zlatarna Dodić
Expertise
Google Analytics 4 (GA4)
GDPR Compliance
Measurement Planning
DataLayer Development
Year
2022 - 2023
Zlatarna Dodić is a renowned Croatian jewelry brand specializing in gold, platinum, and diamond jewelry. With over 50 years of tradition, the brand has built a strong reputation for craftsmanship and quality. As the company expanded its online presence, ensuring accurate analytics and tracking became crucial to optimizing digital marketing efforts and improving customer insights.
Client words
Granular Group is currently our key partner in enhancing our digital activities, online presence, and all our digital channels. Their expertise and support are invaluable in the process of developing and optimizing our website. We rely on their knowledge in areas where we lack specialized internal resources, and their advice and recommendations are always aimed at achieving concrete and measurable results.
Granular is the perfect complement to our marketing team, covering a wide range of services related to online activities. They enable us to effectively plan and achieve our annual KPIs, proactively identify underperforming segments, and propose specific solutions for improvement. Their work on long-term strategies and short-term opportunities helps us increase Zlatarna Dodić’s market share in the industry.
Their focus on email marketing and its automation, CRM solution implementation, and digital advertising ensures that we have a clear and coordinated strategy for all our digital activities. Granular has a comprehensive understanding of our online business, recognizes the challenges we face, and provides practical solutions that help us grow further.
The collaboration with Granular is characterized by professionalism, efficiency, and transparent communication. Their approach is results-oriented, without unnecessary meetings and administrative burdens. Zlatarna Dodić sought an agency that offers expertise, a pragmatic approach, and a clear focus on achieving goals, and we found exactly that with Granular.
Franjo Dodić, CEO
Challenges
Inconsistent Tracking & Implementation
The existing GA4 setup was incorrectly configured, leading to unreliable and fragmented data.
Inaccurate Data
Traffic sources, user behavior, and conversion tracking lacked precision, making data-driven decisions impossible.
No Event Tracking
Key interactions such as form submissions, product clicks, and customer engagement were not being tracked, leading to gaps in user behavior analysis.
GDPR Non-Compliance
Cookie Consent V2 was not implemented, posing a risk for non-compliance with data privacy regulations.
Solution
GA4 Tracking Overhaul
Implemented accurate event tracking and session stitching to correct attribution errors and improve reporting accuracy.
Custom DataLayer Development
Created and deployed a structured dataLayer to collect key user interactions and enhance data reliability.
Advanced Measurement Plan Implementation
Defined and implemented a detailed measurement strategy, ensuring all critical actions were tracked correctly.
Cookie Consent V2 Implementation
Integrated a GDPR-compliant cookie consent system, ensuring proper data handling and user privacy protection.
Developer Collaboration for Seamless Integration
Provided technical guidance and support to the development team to ensure smooth tracking implementation.
Custom Event Tracking & Enhanced Conversions
Developed and implemented custom GA4 events and enhanced conversions, improving data accuracy and campaign attribution.
Full Marketing Platform Integration
Connected GA4 with Google Ads, Meta, and other advertising platforms, optimizing cross-channel tracking and performance measurement.
Custom Meta Events for Improved Ad Targeting
Created custom Meta event tracking, enhancing ad campaign effectiveness and audience segmentation.
Real-Time Custom Reporting Dashboards
Built custom GA4 dashboards providing real-time data insights for better decision-making.
CRM & Email Tool Integration with GA4
Linked the new mailing and CRM tool with GA4 for improved user tracking and campaign analysis.
Results
- Data Accuracy GA4 reports now provide reliable and actionable insights for marketing and business decisions
- GDPR Compliance The implementation of Cookie Consent V2 ensures legal compliance and responsible data collection.
- User Journey Visibility A clear understanding of customer interactions on the website.
- Attribution & Optimization Improved tracking of traffic sources, conversions, and engagement metrics now enables precise attribution and real-time campaign optimization.
