Consolidating GA4 Architecture & Implementing Multi-Platform Tracking

Consolidating GA4 Architecture

A comprehensive overhaul of GA4, GTM, and multi-platform ad tracking to deliver unified, privacy-compliant data and high-impact dashboards.

Beatport needed a reliable and scalable analytics setup across its main website and multiple related subdomains. The project focused on rebuilding and consolidating GA4 tracking, improving the dataLayer structure, aligning consent management through OneTrust, and creating reporting dashboards for key business and marketing KPIs.

The work included GA4 and GTM implementation, cross-subdomain tracking validation, Consent Mode V2 setup, dataLayer auditing, developer specifications, and Looker Studio reporting for performance monitoring.

In addition to GA4, we also implemented and consolidated tracking for multiple advertising and analytics platforms, including Google Ads conversion tracking with Enhanced Conversions, Meta Ads full ecommerce tracking with Conversion API, Reddit Ads, LinkedIn Ads, and Quantum Metric.

Challenges:

Tracking was spread across multiple websites and subdomains, which created inconsistencies in user journey measurement, event collection, and attribution. Some events were missing, duplicated, or not structured consistently enough for reliable reporting.
Consent management also needed to work properly across all properties, while respecting user choices and still allowing GA4, Google Ads, and other marketing tags to collect data according to Consent Mode V2 rules.
Translating business requirements into clear technical specifications that developers could implement accurately across different environments.

Solution:

We audited the existing GTM, GA4, dataLayer, Google Ads, and media tracking setup across Beatport’s websites and identified gaps in event tracking, ecommerce data, consent behavior, conversion tracking, and cross-domain measurement.
OneTrust was integrated across the websites and connected with GTM to support Consent Mode V2. This ensured that analytics and advertising tags respected user consent while still maintaining the best possible measurement quality.
We implemented Google Ads conversion tracking, including Enhanced Conversions, to improve conversion signal quality and support stronger campaign optimisation. We also implemented Meta Ads full ecommerce tracking, including browser-side events and Conversion API setup, which improved reported Meta conversions by approximately 20%.
Reddit Ads, LinkedIn Ads, and Quantum Metric tracking were also added and validated through GTM.
We created Looker Studio dashboards to monitor key KPIs, ecommerce performance, user journeys, content engagement, paid media performance, and custom reports requested by different stakeholders.

Key results:

The project delivered a cleaner, more reliable GA4 setup across Beatport’s web ecosystem. Tracking became more consistent across domains and subdomains, with improved event quality and better alignment between business questions and analytics data.
The dataLayer specifications gave developers a clear implementation framework, reducing ambiguity and making future tracking changes easier to manage.
Consent Mode V2 and OneTrust were properly connected through GTM, helping Beatport maintain compliant tracking while improving measurement stability.
Google Ads conversion tracking and Enhanced Conversions improved the quality of conversion signals available for campaign optimisation. Meta Ads ecommerce and Conversion API tracking contributed to a reported conversion uplift of approximately 20%, while Reddit Ads, LinkedIn Ads, and Quantum Metric tracking expanded Beatport’s ability to measure paid media and user behavior across different platforms.
The Looker Studio reports gave stakeholders better visibility into performance, allowing teams to analyse KPIs, ecommerce behavior, paid media results, and custom journeys from one centralised reporting layer.

Work information

Client

Beatport Group

Location

Global

Date

April 24 ->

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