About the Client
Inspirio is an international digital company specializing in mobile app development and promotion, conversion optimization, and paid traffic acquisition.
The client approached us with the intention of improving online product sales in Western markets. Their primary user acquisition channel was a complex registration funnel comprising over 30 steps.
The Challenge
Our objective was to build a scalable analytics system that would:
- Collect accurate data on user behavior.
- Identify drop‑off points in the funnel.
- Provide deeper insights into the target audience.
- Improve the conversion rate on key forms.
- Minimize the need for code changes when updates are made.
How We Set Up Custom Data Collection with Google Tag Manager
We implemented a streamlined GTM solution that captures data from all events without requiring individual tags for each one.
Key steps we took:
- Built three universal tags covering over 50 GA4 events with parameters.
- Used JavaScript variables to read information from the DataLayer.
- Implemented custom parsing of parameter names and values for dynamic transfer to GA4.
- Applied User Properties to store user responses throughout the session until the user_id is generated.
- This setup required no reconfiguration, even after we made updates to the quiz or the website.
Technology Stack
- Google Tag Manager — event tracking.
- Google Analytics 4 — event collection and export to BigQuery.
- BigQuery — centralized storage, processing, and analysis.
- Looker Studio — data visualization.
How the Data Collection & Analysis System Works
The integrated system (GTM, GA4, BigQuery, Looker Studio) was connected with the client’s CRM, Facebook Ads, and payment system to create a centralized data warehouse and actionable dashboards.
Optimization Results
Data analysis in Looker Studio revealed high drop-off rates at the steps stats_completed and reachgoal_completed.
What we changed:
- Removed the unnecessary reachgoal_completed step.
- Redesigned the stats_completed stage to make it more transparent and more engaging.
Outcome: The conversion rate increased by 50%, from 21% to 33% within a month.
We defined the conversion rate as the ratio of purchases to the number of users who started the funnel.
Business Impact
With a properly configured analytics system and custom event tracking in Google Tag Manager, the client gained:
- Full transparency into the user journey.
- The ability to segment audiences with precision.
- Higher sales efficiency without further developer involvement after launch.
We turn complex data into actionable insights that drive real results.
