The site utilises a meta-dataLayer to sometimes retrieve information dynamically. Moving forward, a proposal to install a dynamic dataLayer in place is recommended to enhance the data tracking capabilities. The current proposal is more robust and made for eCommerce stores, but would fit the [REDACTED] platform and could be utilised all the same. However, it is worth exploring a more custom solution made to fit the current business landscape. If this is the intention, the proposed events and the data they pass would need to be re-evaluated.
Google Analytics and GA4
As I'm sure you're already well aware, it is recommended to start migrating to GA4 sooner than later, so we can have YoY data before the eventual sunsetting of Universal Analytics on July 1, 2023.
For this reason, it is assumed, that the current GA3 tracking will have already been mapped to GA4 tags and GA4 properties created and configured. In the migration process, utilising the dataLayer, existing GA3 tags will be configured and new ones (enhanced eCommerce) tags added. The same changes will need to be made for GA4.
Marketing platforms tracking
It is our objective to ensure 3rd party marketing services such as Facebook, Floodlight, Hotjar and Google Ads are migrated correctly. In addition to changing the triggers and utilising the dataLayer more to match the current functionality and improve it, we are also aiming to send Facebook event data via the conversions API (server events) with the help of server-side Google Tag Manager.
Server-side tracking
The goal is to become more server-oriented to circumvent browser limitations and acquire more user data and set cookies on a first-party instance with a larger expiry date. The goal is to set up a server-side container and utilise it for 3 main things:
Feeds