In order to limit data loss and increase the confidence of power users and data scientists who utilize data across the organization, Ecentria sought opportunities to improve data collection accuracy for its web analytics platform. The company uses Google Analytics 360 (GA360), dual-tagged with Google Analytics 4 (GA4), for web analytics. Ecentria uses Google Tag Manager (GTM) as it’s the Tag Management System of choice for configuring Google and non-Google tags across the website. Ecentria had three specific goals to accomplish:
- Improve data accuracy by improving order count and sessions
- Prolong cookies for Safari to resolve the issue with Safari ITP
- Futureproof data collection
Learn more about how InfoTrust helped Ecentria to improve its data accuracy by downloading this case study now.