Replay Master Class: Reconciling Tracking Performance and Respect for Privacy

When to change Web Analytics tools?

The author

Eric Dumain


Published on


5 minutes

When to change Web Analytics tools?

The end of Google Analytics 3 (GA3) maintenance is fast approaching. And with it all the questions that revolve around the migration of Digital Analytics tools. While various solutions are already available to professionals (migration to other contexts, for other issues...), is now the right time to change Web Analytics tools? Here are the answers.

Developments in analysis tools and regulations

You are implementing RGPD compliance

Consent management is mandatory for the processing of website users' personal data. This involves the CMP - Consent Management Platform - which collects and stores Internet users' consent to the use of their data1

By changing your CMP, your entire tracking ecosystem may be impacted, as it is this tool that triggers the tracking of your visitors' behavior. The evolution of your analytics tool and regulations may therefore give you the opportunity to review your tagging and, why not, change your analytics solution.

Your Web Analytics tool is updated 

A tracking tool is bound to undergo changes that will have an impact on you:

  • regular updates, 
  • new features added,
  • tool redesign,
  • compliance with new legislative regulations.

And it's these evolutions that sometimes force us to review certain elements of tagging: the data model may change, forcing the site editor to rework his implementation. In other words, the initial implementation carried out for the 1.0 tool will not work for the same tool in version 2.0. 

In this respect, updating your Web Analytics tool can be the ideal time to migrate your tracking to a new solution.

Improve your digital performance 

With the passage of time and constant technological improvements, the Web Analytics tool you've chosen may become outdated, or even completely obsolete.

To improve your digital performance, a new implementation of tracking tags is therefore essential. But one thing remains to be determined: do you want to update your tracking on the same tool, or would you prefer to migrate to a new, dedicated solution?

Evolution of your digital strategy 

Redesigning your website or mobile application

The redesign of your website or mobile applications naturally entails the modification of data layers and tags. In short, it's the ideal time in the evolution of your digital strategy to review and reinvent your tagging plan in line with the marketing objectives you're about to set. Once again, it's the right time to migrate to a new tracking solution.

And if you have mobile sites and applications by country or by brand, you can also manage your tagging globally, integrating local specificities.

Choosing a new digital analytics tool

Whether the decision to change your web analytics solution comes from you or your teams, it doesn't change the fact that you'll need to refine the tracking of your users' behavior in line with your expectations. For example, you may want to review your data reconciliation or redefine the granularity of your targets.

This tracking review is also an opportunity to change analytics tools.

Focus on the needs of acquisition teams

As part of an acquisition strategy, and for certain campaigns, your teams may need a finer granularity of data. This requires the activation of advanced conversion tracking, to drive optimal bidding or audience strategies. 
For example, this could involve adding "micro-conversions" to the site, so that in-store sales can be tracked and reconciled. 

Developing your marketing strategy 

Your tagging plan is the concrete translation of your marketing plan. In fact, if your objectives change, the associated KPIs - or performance indicators - will also be modified, and will have an impact on data tracking.

In the case of retargeting management, for example, it's essential to define a new usage and activation scenario to track your new objectives. This entails a review of the Tags and, here again, represents a strategic moment to change your analytics solution.

Key criteria for choosing your solution

You know you need to migrate your tracking, that's good. Now you need to determine which tool is best suited to your needs. Here are the main criteria to guide your decision. 

Power of the suiteTMS, CMP: how powerful is the stack?
Solution features Which media should be managed: mobile, app, web? 
ConvivialityHow accessible is the suite for non-data teams?
Compliance & RGPD
CNIL certificationIs the tool certified by the CNIL and exempt from cookie consent?
GDPR ManagerHow are consent rates monitored?
Fine tracking
Asset Custom- What are the possibilities in terms of adding variables and data?
- How granular is tracking?
- What level of enrichment is possible in Tags with personalized variables?
- Is it possible to trace SKUs in structured data?
Advanced attribution model- Is each touchpoint correctly attributed and valued in the customer's conversion path?
- Does the Web Analytics tool benefit from sufficient granularity of the multi-channel funnel?
- Can your customer find products they may have previously consulted via a social media site?
E-commerce tracking: structured reports- Is it possible to track certain functionalities (adding to basket and product impressions)?
- Does the tool offer predefined, structured reports?
- Do the reports enable sufficiently detailed tracking of the purchasing cycle?
A wealth of features
Opening APIs- Does the solution enable data to be cross-referenced with other solutions in the environment?
- Can media, offline, benchmark or CRM data be exchanged?
- Does the Web Analytics tool enable Big Data analysis?
Reporting skills- Does the solution provide customized reports?
- Are they accessible via a dashboard?
- Can these dashboards be shared?
Limitation of hitsIs there an additional cost beyond a certain number of hits?

And there you have it, you now have all the keys you need to change your Web Analytics tool. It's up to you to initiate the change when you're ready. It would be a shame to rush your digital evolution to the detriment of its quality. We'll guide you from A to Z!

1Source: CNIL

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