A global organization operating in multiple verticals (retail, e-learning, and consulting) ran over 12 websites across different domains, languages, and platforms (WordPress, Shopify, and custom CMS).
Despite their scale, their analytics setup was fragmented. They lacked a unified data layer, had inaccurate tracking, and couldn’t effectively measure user journeys across domains. Code Elevator was brought in to create a centralized, scalable Google Tag Manager (GTM) solution.
- Inconsistent GA4 implementation across domains
- No cross-domain tracking between lead-gen sites and product portals
- Duplicate events and inflated sessions from poor tag management
- Marketing teams couldn’t rely on data for campaign attribution
- Developers were manually adding tracking code to each site
- The goal was to create a streamlined GTM setup that worked across all sites, ensuring accurate tracking and future-proof flexibility.
Code Elevator assigned a dedicated tracking and analytics team:
- 1 GA4/GTM Implementation Specialist
- 1 Data Strategist
- 1 Frontend Developer for custom triggers
- 1 QA Analyst for debugging and testing
Execution
Phase 1: Audit & Architecture Planning (1 Week)
Audited all 12 websites for existing GTM containers, tags, and GA4 properties
Mapped business objectives to key events and conversion paths
Created a centralized tagging structure and event taxonomyPhase 2: Centralized GTM Setup (2 Weeks)
Created a master GTM container and used lookup tables for domain-specific triggers
Configured cross-domain tracking using GA4’s linker and cookie_flags
Consolidated redundant tags and removed legacy Universal Analytics codePhase 3: Custom Event & Enhanced Ecommerce Tracking (2 Weeks)
Implemented custom events: button clicks, downloads, video plays, form completions
Enabled Enhanced Ecommerce on Shopify sites
Set up scroll tracking, exit intent, and engagement metrics for blogsPhase 4: Testing & Training (1 Week)
Used Tag Assistant, DebugView, and GA4’s real-time reports to verify accuracy
Trained the client’s internal marketing team on how to use the GTM interface
Delivered full documentation with tagging matrix, event names, and tracking flows
Our analytics were a mess. Code Elevator made them a strategic asset. We now know what’s working, what’s not, and can actually trust the data.
Global Digital Manager, Multinational Conglomerate
Results
- Analytics Accuracy: Increased by 94% across all sites
- Cross-Domain Tracking: Seamless attribution between landing pages and portals
- Event Tracking Coverage: +200% increase in measurable interactions
- Developer Efficiency: Reduced custom script workload by 80%
- Marketing ROI Tracking: Campaigns can now be measured across multiple touchpoints
Tech Stack & Platforms Used
- Analytics Tools: Google Tag Manager, GA4, Google Ads Conversion Tracking
- CMS Platforms: WordPress, Shopify, Laravel, Custom PHP
- Debugging Tools: Tag Assistant, GA DebugView, Data Layer Inspector
- Documentation: Notion-based tagging matrix, tracking guides, training videos
