Problem
Where it started.
Measurement was built from scratch for every new brand, event names and conversion definitions changed from brand to brand; reports couldn't be compared.
Approach
Step by step.
GTM container template
Ready-made tag/trigger set for e-commerce and lead scenarios.
GA4 event plan
Standard event and parameter dictionary; currency normalisation.
Meta CAPI
Server-side event mapping, deduplication check.
Setup checklist
Step-by-step verification and test protocol for a new brand.
Result
What changed.
New brands started being measured to the same standard; cross-account comparison and transfer of learnings became possible.
1Template container
1Event dictionary
NBrands · same standard
Learnings
Lessons.
- A standard means speed. Thanks to the template, measurement setup takes hours instead of days.
- Measurement isn't set up once. Platform changes require regular verification.
Behind the scenes
I wrote in detail on the blog about the thinking behind this case:
Shall we talk ?
I'd be glad to walk you through the details, the data and the decisions behind it.