Are you tracking web and app data the right way?
Vision
Numbers are the GPS of decision-making: valuable, but only if accurate. Identifying the strategically relevant ones is a matter of method.
There’s no such thing as a strategic decision today that doesn’t rely on data. Yet, despite analytics platforms and marketing campaigns being key investments for most business lines, the quality of collected data often falls short.
Because collecting isn’t enough—it has to be done the right way. When it isn’t, the risk isn’t just technical. It creates a domino effect: decisions based on faulty data, missed opportunities, and user experiences that don’t meet actual needs.
In a market where competitiveness is everything, ignoring data tracking is not an option. So, you might as well do it properly.
Why is data tracking essential for business?
Marketing, sales, product, customer experience — every area improves with good data. But what are the key benefits?
Data tracking for Data-Driven strategies
Flying blind is never a strategy. Being data-driven means placing data at the center of decision-making, not using it as an afterthought. Numbers help validate hypotheses, identify growth opportunities, anticipate trends, and respond proactively to change. They’re your best compass.
Understanding user behavior
Knowing how users interact with your website or app is a great starting point. Take the internal search function: if many queries return no results, you can suggest alternative content or improve product indexing. The outcome? Smoother user experience and higher conversion rates.
Measuring business goals
Clearly defined and accurately tracked KPIs allow you to monitor the entire funnel and act where it matters. If the goal is to increase contact form submissions but the submission event isn’t tracked correctly, all downstream data will be skewed.
Optimizing marketing campaigns
Even the best media strategy is blind without accurate data. Knowing which channel drives real conversions (not just clicks) lets you allocate budgets smartly.
Accurate audience segmentation
Often, “targeting” means broad audiences defined by age, gender, or location. But that’s vague. Segmentation identifies shared behaviors, interests, or needs — allowing tailored experiences rather than wasting resources on general audiences.
Identifying technical or usability issues
If users drop off at the checkout page, there could be a technical bug, poor UX, or a trust issue. Without tracking, you’d never know.
What Not to do when tracking Web and App data
Many companies assume everything’s under control—until it’s not. Empty reports, inconsistent data, unassigned campaigns. Just having analytics tools doesn’t guarantee useful or reliable data.
Small technical errors can compromise your entire tracking ecosystem.
Common (and overlooked) mistakes
- Google Tag Manager improperly installed: Central to modern tracking, but if misconfigured, your data will be incomplete or inconsistent.
- Faulty DataLayer setup: The foundation of tracking in GTM. Poor planning or testing leads to unreliable insights.
- Consent Mode missing or misconfigured: It’s not just about privacy—it affects data quality and campaign attribution.
- Underestimating pre–go-live testing: Final checks often get overlooked—like cross-browser behavior, event triggers, and mobile UX.
- No backend data comparison: Trusting GA4 blindly is risky. Always cross-reference with CRM, e-commerce, or ERP data. For example, GA4 may show 100 purchases while your e-commerce shows 73. Without checking, you’d never know.
How to build a solid tracking system
The digital landscape is more complex: new platforms, fragmented touchpoints, non-linear journeys. But the possibilities are greater — if your data tracking is solid and error-free.
A wrong value isn’t just a technical glitch — it’s a wrong decision tomorrow, a wasted ad spend, a lost customer.
Building a reliable tracking ecosystem is not a one-off task but an ongoing process requiring standardization, control, testing, and constant alignment with real numbers.
Steps to follow:
1. KPI analysis and measurement plan
Start with a clear document: what do you want to measure? Which events support your business goals?
2. Robust Consent Management
A proper setup ensures tracking complies with GDPR and corporate guidelines.
3. Complete user journey mapping
Where do users come from? What do they click? What happens before they convert?
4. Google Tag Manager as a central hub
GTM provides an integrated view, fast updates, and platform-independent tracking deployment.
5. Server-Side Tracking
Now a must-have. Benefits include:
- Bypasses Ad Blockers for more accurate tracking;
- Improves load times by offloading tags from browser to server;
- Greater control over privacy and bot traffic;
- Keeps sensitive keys/API endpoints hidden;
- Enables integration of CRM, offline sales, and loyalty data for a full user view.
6. Google Ads Integration
Linking GA4 with tools like Google Ads, Search Console, and AdSense provides a broad perspective.
But to truly optimize campaigns (Google, Meta, LinkedIn), first ensure conversion tracking is accurate. GTM plays a vital role here, allowing:
- flexible event tracking;
- data sharing with ad platforms;
- advanced remarketing;
- enhanced conversions (e.g., capturing user email or phone, with consent).
7. BigQuery Integration
GA4 shows aggregated data; BigQuery gives raw data access. This enables:
- advanced, granular analysis;
- Easy integration with CRM/offline/internal data;
- Faster, more stable reports via tools like Looker Studio, Power BI, or Tableau;
- Unlimited customization for dashboards and KPIs;
If data is the heart, BigQuery is the engine that powers it.
8. Monitoring and Alerts
Tracking is never “done.” You need checks to detect bugs, failures, or site changes that affect data collection.
From theory to practice: real tracking ecosystems
A few years ago, with Universal Analytics, tracking was simpler:
Sito → GTM client → Universal Analytics → Report
Today, with GA4, server-side, and BigQuery, things are far more powerful and customizable. Here are a few setups.
Basic efficiency
sito → GTM client → GA4 → Looker Studio
Great for small businesses with limited budgets. But beware:
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Ad blockers may block tracking;
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reports are slow/inaccurate with complex data.
Mid-level Analytics
sito → GTM client → GTM server → GA4 → Looker Studio
Good cost-performance balance. Server-side tracking improves reliability and bypasses blockers.
Still, Looker Studio can be sluggish with many events.
Advanced Analytics for high volume
sito → GTM client → GTM server → BigQuery
When data volume grows, you need more power. This setup enables flexible, scalable, and accurate analysis. Examples:
- BigQuery → Databricks → Power BI
Perfect for enterprises with Microsoft-based tech stacks. - BigQuery → Custom Tables → Looker Studio
Create tailored queries and serve them directly to reporting tools. - BigQuery → Custom KPIs
Build precise KPIs (e.g., churn rate by device, revenue per user segment) and feed them to any dashboard.
From data to action
Poor tracking doesn’t break visibly—but silently sabotages every analysis, every dashboard, every strategy.
If you’re not 100% sure your data is accurate, now’s the time to act. You don’t need to start from scratch—just build a smarter, more robust system aligned with your business goals.
Because today more than ever, data isn’t just what you measure. It’s what you can turn into action.