Your Partner in Tracking and Web Analytics

We recommend a combination of powerful tools for effective tracking:

• Analytics : Google Analytics 4, Piano Analytics, Matomo.
• Tag Management : Google Tag Manager (GTM) and Server-side Tag Manager (sGTM) These tools allow you to collect precise data on user behavior and measure the effectiveness of your marketing campaigns.
• Orchestration : Segment, rudderStack, Data Platform custom (e.g Capture) for more mature organizations looking to manage more complex data pipelines.

Web tracking requires technical and strategic expertise to ensure reliable implementation that complies with regulations and is adapted to your business needs. Our experts master complex environments and support you in deploying advanced tracking solutions, thereby maximizing your digital performance.

Yes, whether you use GTM or sGTM, analytics and media tracking on websites are subject to GDPR when processing personal data. In any case, it falls under the Data Protection Act. It is essential to implement a consent management platform (CMP) such as Didomi, OneTrust, Cookie Consent, or other "in-house" solutions. You also have the option to implement hybrid measurement solutions that are exempt from consent (e.g., specific configuration of Matomo | Piano | Advanced Google Consent Mode)

Server-side tracking (with sGTM) allows data collection directly on the server, bypassing limitations imposed by ad blockers and browser restrictions. This ensures better data reliability while enhancing user privacy protection. This workflow also enables data enrichment with sensitive information that is not exposed in the dataLayer.

Google Analytics 4 provides advanced user behavior analytics through features such as:

• Conversion funnel tracking.
• Audience and cohort segmentation.
• Data modeling to compensate for the absence of third-party cookies. GA4 also enables seamless integration with Google Ads for more precise conversion attribution.

Web tracking is crucial across diverse sectors such as E-commerce, SaaS services, Tourism, and online media. Each sector presents specific challenges, and our experts adjust your tracking to optimize performance regardless of your field.

• Develop a structured tracking plan aligned with your business objectives.
• Implement server-side tracking solutions (like sGTM) to improve data reliability.
• Leverage tools like GA4 and Looker Studio for dynamic and actionable reporting.
• Regularly verify data quality through technical audits.

A web analytics expert agency creates custom dashboards using tools like Looker Studio or Tableau. This allows you to centralize your KPIs, get a comprehensive view of performance, and make informed decisions quickly.