Project Overview
- Client
- Confidential, eMobility Sector
- Industry
- Automotive / eMobility / B2B Manufacturing
- Project Type
- Analytics Infrastructure & Performance Marketing
- Timeline
- 12 Weeks
Understanding the Challenge
A market-leading eMobility manufacturer with multi-billion EUR annual revenue was running digital marketing campaigns with near-zero measurement infrastructure. Their web presence spanned four international domains, yet no unified tracking existed. Marketing investment across Google, Meta, and LinkedIn operated without attribution, every euro spent was effectively blind.
The mandate: design and implement an enterprise-grade analytics and tracking architecture from scratch. Scalable enough to support multi-domain measurement, GDPR-compliant under the latest Consent Mode v2 standards, and robust enough to provide real-time attribution data for performance marketing decisions at scale.
What We Aimed to Achieve
Design scalable GTM container architecture with standardised naming conventions across all 4 international domains
Deploy GA4 with custom event taxonomy, measurement plan, and full cross-domain and subdomain attribution
Replace legacy consent tooling with GDPR-compliant Consent Mode v2 via Cookiebot across all platforms
Implement conversion tracking for Google Ads, Meta Pixel, and LinkedIn Insight Tag with remarketing audiences
Build real-time KPI dashboards in Looker Studio connected to GA4 for marketing and leadership teams
Establish UTM frameworks and campaign naming conventions for cross-channel attribution consistency
How We Built It
- 01
Audit & Architecture
Full audit across all 4 domains. Designed scalable GTM container structure, naming conventions, variable taxonomies, and data layer architecture from scratch.
- 02
Consent & Compliance
Replaced legacy CMP. Implemented Cookiebot with GTM Consent Initialization and full Consent Mode v2 workflows validated across GA4, Meta, and LinkedIn.
- 03
GA4 & Event Tracking
Deployed GA4 Measurement IDs, built 20+ custom event taxonomy, cross-domain linking, subdomain configuration, and server-side tracking across all domains.
- 04
Campaign Infrastructure
Implemented Meta Pixel, LinkedIn Insight Tag, and Google Ads conversion tracking. Built UTM framework, remarketing audiences, and campaign naming conventions.
- 05
Dashboards & QA
Built Looker Studio KPI dashboards on GA4 data. Full QA via GTM Preview and GA4 DebugView before production deployment across all domains.
Measurement Infrastructure
Outcome
The project delivered a complete, enterprise-grade measurement infrastructure where none previously existed. For the first time, the client's marketing team achieved full visibility into the user journey, from first impression to lead submission, across all four domains and three advertising platforms. Every conversion attributed. Every campaign measurable.
Consent Mode v2 adoption raised effective measurement quality from 41% to 79% of sessions, with modelled conversions filling the gap where consent was withheld. Active performance marketing campaigns now run across Google Search, YouTube, LinkedIn, and Meta with real-time attribution, ROAS measurement, and audience-based retargeting fully operational.