- Case Study
Client: Gaming Tech B2B Platform
Client belongs to a Gaming Tech B2B platform which connects enthusiastic players and Team Managements for Gaming and eSports. The company automates the process of marketing events, and it even puts event reminders into the calendars of attendees. The client's customers can use the platform to engage the audience, getting them to follow their favorite games, register for tournaments, watch live content, buy tickets and merchandise, share with friends, and sync with their mobile calendars so they never miss events.
Challenges
Being a B2B tech aggregator platform, the client was interested in understanding their customer’s engagement, event registrations, featured interactions, conversions, and various other user interactions. They were already using UA for their existing site but since these events happen on client-side and server-side, they wanted to implement a better and more advanced solution but continuing with the current Web Analytics and Reporting tool. Objective was to:
- Collage online to offline behavior.
- Should allow to measure client-side and server-side interactions.
- Capture events and significant user interactions that happen outside standard user-interaction, like offline conversions.
- Capture events from devices and apps where automatic collection isn't available, like gaming kiosks, gaming consoles etc.
Solution
- ViuStats designed a GA4 Measurement Protocol solution which was then still in a beta version and not many or hardly any clients adopted this solution.
- Designed a GA4 Measurement Protocol datalayer (json) solution and developed a technical specification document with complete implementation instructions. The datalayer solution was Enterprise Ready and future proof that can help data capture across devices and platforms.
- The solution sends the data to Google Analytics servers in HTTP requests and further sent as Measurement Protocol events to Google Analytics reporting.
Outcome
- The analytics solution enabled tracking user actions across various platforms and devices. It provides a complete view of user behavior, helping client understand how users interact with their websites regardless of the device or platform they use.
- The Measurement Protocol solution and datalayer to track unique events and interactions not covered by default tracking methods.
- This accuracy leads to more effective marketing strategies and improved user experiences, as decisions are based on reliable information.
- The Measurement Protocol allows this data to be sent to GA4 servers almost instantly. This timely information helps managers to respond faster and make sure that campaigns remain effective.
