Tracking & Measurement Architecture

Project Overview

A fast-growing EdTech platform offering online certification programs approached Antarita Digital Cloud with a serious issue: their marketing team was scaling paid campaigns aggressively, but conversion data didn't match CRM revenue numbers. Google Analytics showed one story. The CRM showed another. Leadership trusted neither.

They didn't have a traffic problem. They had a measurement problem.

Our objective was to design a robust end-to-end tracking and measurement architecture that ensured clean, reliable data collection across website, marketing channels, and CRM systems.

Phase 1: Analytics Audit & Gap Analysis

We began with a full audit of their existing setup:

• Google Analytics (legacy + partial GA4 migration) • Google Tag Manager container structure • Event tracking configuration • UTM parameter consistency • CRM lead tracking and source attribution • Paid media platform conversion tracking

Key issues identified:

• Duplicate event triggers inflating conversions • Inconsistent UTM tagging across campaigns • No standardized naming convention for events • Missing cross-domain tracking between landing pages and checkout • CRM source fields not aligned with analytics parameters

The data wasn't wrong because of traffic quality. It was wrong because of inconsistent tracking logic.

Phase 2: GA4 & Tag Management Architecture

We rebuilt the measurement foundation with a structured approach:

1. GA4 Implementation & Configuration

• Clean property setup • Enhanced eCommerce tracking • Defined custom events aligned with business KPIs • Proper event parameter mapping • DebugView validation before launch

2. Google Tag Manager (GTM) Optimization

• Structured tag hierarchy • Trigger validation • Event deduplication • Data Layer implementation for reliable event firing • Version control and documentation

3. Standardized Event Tracking Framework

We defined key events such as: Course view, Add to cart, Checkout start, Lead form submission, Purchase completion. Each event was mapped to both GA4 and CRM for end-to-end visibility.

Phase 3: CRM Tracking & Marketing Attribution

To close the loop between marketing and revenue:

• UTM governance framework implemented • First-touch and last-touch attribution models configured • CRM source field automation aligned with GA4 parameters • Offline conversion tracking integrated into ad platforms • Multi-channel attribution dashboard built for leadership

This ensured that paid media, SEO, email, and referral performance could be tied directly to revenue and customer lifetime value (LTV).

Measurable Results (Within 10 Weeks)

• 100% alignment between GA4 conversions and CRM records • 32% improvement in attribution accuracy • 21% optimization in paid media budget allocation • Clear visibility into true customer acquisition cost (CAC) • Reduced reporting discrepancies across teams

Strategic Impact

The organization moved from conflicting reports to a single source of truth. Marketing decisions became data-driven. Budget allocation improved. Leadership gained confidence in performance metrics.

Why Antarita Digital Cloud

At Antarita Digital Cloud, our Tracking & Measurement Architecture services ensure your analytics ecosystem is clean, structured, and scalable. From GA4 implementation and tag management to CRM tracking and marketing attribution models, we build reliable data foundations that power confident growth decisions.

If your numbers don't align, it's not a traffic issue. It's a measurement architecture issue — and we fix it at the root.