No tracking, no performance
Transparent tracking is the fundamental requirement for successful and efficient performance marketing. By gathering pertinent and reliable data, optimization strategies can be deduced, leading to purposeful decision making. At Sunlab, we assist you in setting up your tracking and guide you in analyzing the acquired data for new opportunities and potentials.
Our approach to online tracking
As the foundational data source for web analytics, we recommend using Google Analytics 4 (serverside). However, we also have experience with alternative analytics tools, such as Matomo. Regardless of your preferred solution, we integrate all tags in a data privacy-compliant manner into the (existing) Consent Management Platform (CMP). If you don't already have one, we can also provide guidance in that aspect. For instance, we have extensive experience with industry leaders like Usercentrics or Borlabs.
Ideally, we manage different marketing tags (such as Meta or LinkedIn) centrally through the Google Tag Manager. This has the advantage of conserving your developer resources for further tracking measures after the initial setup. This not only makes your marketing team more independent but also saves you both costs and time. Moreover, this centralized approach brings the positive effect of enhancing yourwebsite’s loading speed.
For clear data visualization, we use Looker Studio (formerly Google Data Studio). This allows us to have access to all relevant data sources, for instance through the use of an API connector like funnel.io.Your benefit: all relevant KPIs are available at a glance in a single reporting, eliminating the need for various tools.
Here is an overview of our web tracking services:
Developing a tracking concept
Audit or analysis of the current status
Technical implementation and setup
Collaborative definition of relevant KPIs
Conversion or event tracking (e.g., form submissions, app downloads)
Enhanced e-commerce tracking
Custom (real-time) reporting with Looker Studio dashboards, including aggregation from various data sources
Ensuring GDPR compliance through integration into the (existing) cookie consent architecture (CMP)
Web analysis using tools such as ScreamingFrog, Sistrix, etc.
Server side tagging as a solution to the 3rd-party cookie problem (Apple ITP / iOS 14)
Tools & technologies
For successful online tracking, we use a variety of tools. Solutions from the Google ecosystem such as Google Analytics, Looker Studio, Google Tag Manager, or Google Ads play a significant role. Equally important are connectors like funnel.io or Supermetrics and Consent Management Platforms (CMP) like Borlabs or Usercentrics. Additionally, we also utilize other analysis and tracking tools such as Leadfeeder, Matomo, or Matelso.