March Networks Google Analytics Audit and Implementation

March Networks, a leading provider of intelligent IP video solutions, faced a critical challenge in migrating their analytics infrastructure from Google Analytics (GA) Universal to the next generation of the tool, GA4. To tackle this challenge and ensure a seamless transition, March Networks partnered with Ayudante. 

This case study outlines the collaborative efforts between March Networks and Ayudante to implement the latest version of Google Analytics (GA4), construct a robust data layer, integrate with Google Ads and Google Search Console, and ultimately drive impactful results.

Challenge

March Networks recognized the need and challenges migrating their analytics platform from GA Universal to GA4 as they embarked on a mission to leverage advanced measurement capabilities and align with industry best practices. Some of the challenges included:

  • Ensuring a smooth migration process without disrupting ongoing operations.
  • Establishing a comprehensive measurement strategy tailored to the unique needs of March Networks.
  • Constructing a robust data layer to capture and organize essential data points effectively.
  • Integrating GA4 with other Google Marketing Platform tools to facilitate seamless data flow and analysis.

Solution

March Networks engaged Ayudante to address these challenges and implement a comprehensive solution. The key components of the solution included:

  • Strategic Planning: Ayudante collaborated closely with March Networks to develop a tailored measurement strategy aligned with their business objectives and KPIs.
  • GA4 Implementation: Leveraging Google Tag Manager (GTM), Ayudante seamlessly implemented GA4 across March Networks’ digital properties, ensuring a smooth transition while maintaining data integrity.
  • Data Layer Construction: Ayudante designed and partnered with March Networks development team to implement a robust data layer to capture necessary data points accurately, providing the team with valuable insights into user behavior and interactions.
  • Integration with Search Console, Google Ads: Ayudante facilitated the integration of GA4 with Google Search Console and Google Ads enabling March Networks to leverage comprehensive data sets for enhanced campaign optimization and in-depth analysis.

Results

The collaborative efforts between March Networks and Ayudante yielded significant results, including:

  • Enhanced Data Accuracy: The implementation of GA4 and the construction of a robust data layer ensured enhanced and reliable data collection, providing the team with a deeper understanding of user behavior and engagement.
  • Increased Trust in Data: With a streamlined analytics infrastructure and enhanced data accuracy, March Networks gained confidence in the reliability of their analytics data, facilitating data-driven decision-making across the organization.
  • Improved Executive Buy-In: The comprehensive analytics solution implemented by Ayudante garnered executive buy-in by providing actionable insights and demonstrating the value of data-driven strategies in driving business growth.
  • Enhanced Campaign Performance: By integrating GA4 with Google Ads, March Networks gained access to easily create audiences in GA to be used in Ads, export goals, and improve reports resulting in more informed campaign strategy and optimization.

Conclusion

Through strategic collaboration with Ayudante, March Networks successfully migrated their analytics infrastructure from GA Universal to GA4, leveraging advanced measurement capabilities and robust data integration to drive impactful results. The partnership between March Networks and Ayudante exemplifies the power of strategic collaboration and innovative solutions in overcoming complex analytics challenges and unlocking business growth opportunities.

From strategy to technical execution, Ayudante guided us seamlessly through the transition from GA to GA4. Their expertise not only ensured a smooth migration and improved demand generation activities, but also laid the groundwork for a more agile and data-driven future.”

Director of Marketing at March Networks

For further information about March Networks’ journey and the solutions provided by Ayudante, contact us today.