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Qminder’s data transformation through GA4 & GTM cleanup and server-side tagging

Discover how Qminder built a solid data foundation to scale its digital presence.

Qminder is a cloud-based queue management system designed to enhance customer service by streamlining the check-in process and reducing wait times. It offers features such as self-service check-in kiosks, appointment scheduling, real-time service dashboards, and comprehensive service analytics.

Challenges

Qminder wanted to invest more in digital marketing channels but needed to ensure their analytics setup could support accurate tracking and insights. They faced key challenges in:

  1. Lack of trust in GA4 data and conversion accuracy:
    The marketing team was uncertain whether conversions were working as expected and triggering in the correct places. Additionally, issues with spam traffic, parameters affecting landing page reports, and unintentional PII data collection reduced confidence in the data, making it hard to trust GA4 insights for decision-making
  2. Optimization of Google Tag Manager tags
    GTM was cluttered with unnecessary tags, negatively impacting performance and creating noise within data collection. The unoptimized setup also made troubleshooting and tag management more complex.
  3. Data Privacy Compliance
    The team faced uncertainty about how to handle user data sharing in a GDPR-compliant way, particularly with the new requirements of Consent Mode v2. Without a clear understanding of how to implement proper consent mechanisms, they struggled to ensure data privacy compliance. This raised concerns over who could implement these safeguards and how to meet regulatory expectations effectively.
  4. Privacy and data security compliance
    Handling sensitive data across multiple regions meant navigating complex privacy regulations, including GDPR and other country-specific standards. Implementing Server-Side GTM was essential for managing data flows and ensuring compliance with privacy requirements.
  5. Offline Conversion Tracking:
    Qminder wanted to track offline conversions for Google Ads to gain a fuller picture of campaign performance. However, they were unsure of the setup process and faced challenges in bridging online ad data with offline actions, limiting their ability to measure the full impact of their marketing efforts accurately.

Our approach

    1. GA4 & GTM audit: By leveraging our deep analytics audit process, we identified and mapped out all technical and consent banner issues in GA4 and GTM. This audit allowed us to create a precise measurement plan and define the necessary actions to ensure accurate, compliant data tracking.
    2. Data privacy & implementation of consent management: We provided a comprehensive overview of the legal requirements, offering clear guidance on addressing data privacy challenges. We implemented a cookie consent solution, ensuring the data is handled optimally to maintain both legal compliance and data accuracy:
    3. Implementing details from audit discovery:
      • GTM cleanup: Removed redundant tags, optimized remaining tags, and standardized tracking across subdomains.
      • Conversion tracking implementation: Defined and set up tracking for critical conversions, including demo requests, trial sign-ups, and contact form submissions, to ensure precise capture of lead events in main funnels.
      • Data privacy compliance: Implemented PII redaction in GA to ensure privacy compliance and protect sensitive data.
      • Server-side Tagging implementation: Implemented server-side GTM to enhance data accuracy by processing data on the server, controlling the data sent to 3rd party tools, and mitigating the impact of ad blockers.
    4. Offline conversion tracking setup for PPC: For enhanced conversion tracking in Google Ads, Holini assisted Qminder in importing lead stages directly from their CRM into Google Ads. This integration enables the optimization of campaigns beyond online actions, like demo requests or free trials, by allowing targeting and bid adjustments for leads progressing to MQLs, SQLs, and Won deals.

Results

  • Build a trustworthy data architecture prepared for internal reporting to evaluate the performance of marketing activities.
  • Implemented a cookie banner solution to collect user consent, ensure compliance with GDPR and Google Consent Mode v2 requirements, and adjust tag behavior based on user preferences.
  • Enabled offline conversion tracking alongside an effective ad strategy, reducing CPA and improving lead quality.

Any questions or ready to take the next step?

Reach out early and Liis will answer your questions. We accept a limited number of new partnerships each quarter to maintain our service quality.

Liis Laisaar

Growth @ Holini
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