Making a move to Google Analytics 4 leads to a better understanding of the customer lifecycle

Academia del Futuro (which translates to academy of the future) is a digital learning app for children in Mexico. Focusing on primary level education, Academia del Futuro prides itself on providing the best educational quality, presented by some of the best and brightest minds in the region.

Their offering is based on apps that can be downloaded for Apple or Android devices, and involves a login and paid account. The team had limited visibility on users’ actions on their website and apps. With limited analytics, the team had difficulty understanding their performance and how marketing impacted their bottom line until we were engaged and were able to implement proper measurement across their different platforms to help their marketing team get a better grasp on the customer lifecycle.

Traditionally, it’s been difficult to track users when they access your digital assets across multiple platforms. The team at Academia del Futuro were all too aware of this, so were keen to explore Google Analytics 4 – the new offering that brings platform data together so that users can really start to create a deep understanding of their users over time.

They engaged our team at In Marketing We Trust to help implement and configure their Google Analytics 4 property as they knew they needed an analytics specialist to ensure set up went smoothly and that data started flowing from day one. Three data streams were implemented: iOS, Android and Web.

Implementing the Google Analytics 4 property allowed us to help Academia del Futuro access more information on their customers and how they move across different platforms and channels. We worked with the marketing team to redefine all the relevant events during the design phase and implemented them as we moved through the project.

Implementation involved setting up Google Tag Manager across the website and both apps to implement and manage tags on-site without the need for source code modification or app resubmission, as well as collecting data for advertising and analytics tools. A data layer was also implemented to track important information such as registration, form submissions, eCommerce, and other interactions of interest.

Once set up was complete, we were able to show the team where to access the data and how to manipulate it to make it meaningful and to help drive decision making.

Preparing for a cookie-less future

The phasing out of third party tools will begin soon, so we wanted to ensure that Academia del Futuro had a plan that future-proofed their analytics and understanding of their customers. It also assisted them in complying with the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) to improve their data governance.

As third party cookies become less common, event-based data and AI will need to work together to provide meaningful data to marketers, so we created a solution that integrated Google Tag Manager to manage data collection, a data layer to ensure registration was tracked and ensured the Google Analytics 4 configuration was set to assist when the time comes.