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Executive summary
ABP News, a leading Indian Hindi news channel, faced challenges with their web analytics setup, including slow page load times, inaccurate data, and limited tracking capabilities. Envigo implemented a comprehensive Google Tag Manager (GTM) solution that streamlined tag management, improved page speed, and ensured accurate data collection across all platforms. This resulted in reduced developer dependency, enhanced user experience, and more effective data-driven decision-making for ABP News.
The challenge
ABP News faced several challenges with their web analytics setup:
- Dependency on IT: Relying on IT teams to implement tracking tags created bottlenecks and slowed down the process of gathering crucial data.
- Slow page load times: Third-party publisher tags were significantly impacting page load speed, potentially affecting user experience and SEO.
- Inaccurate data: Iframe integration for videos hosted on a different subdomain was causing double page view counts, leading to skewed data.
- Limited tracking: User behaviour within the video section wasn’t being tracked due to the use of third-party video players. Additionally, data from AMP pages and Facebook Instant Articles was not being captured.
The solution
Envigo implemented a comprehensive web analytics solution leveraging Google Tag Manager (GTM):
Collaborative requirements gatheringEnvigo coordinated with various ABP News teams to fully understand their specific tracking needs and objectives. |
Thorough auditA detailed audit of the existing Google Analytics implementation was conducted, including a review of individual pages and hard-coded tracking. |
GTM implementationEnvigo implemented GTM tags based on global variables, allowing for greater flexibility and faster deployment of tracking updates in response to the website’s dynamic nature. |
Rigorous testingAll GTM tags were thoroughly tested using a separate UA-ID before being deployed live, ensuring accuracy and minimising disruption. |
Results and impact
Reduced developer dependencyGTM empowered ABP News’ marketing team to manage tracking tags independently, significantly reducing reliance on IT resources and accelerating deployment times. |
Improved page speedEnvigo helped ABP News improve page speed, enhancing user experience and potentially boosting SEO performance by streamlining tag implementation and optimising tag loading. |
Accurate data collectionThe implementation of GTM resolved the double page view issue and enabled comprehensive tracking of user interactions, including video engagement and data from AMP pages and Facebook Instant Articles. |
Key features
- Google Tag Manager: GTM’s flexibility and ease of use were crucial in enabling ABP News to manage tracking tags efficiently and adapt to website changes quickly.
- Data layer implementation: Envigo’s strategic use of a data layer ensured accurate and consistent data collection across the website.
- Custom tag configuration: Tailored tag configurations were implemented to address ABP News’ specific tracking requirements, including video engagement and cross-domain tracking.
Final words
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