SmartPoint
Analytics audit, Consent Mode implementation and unified dashboard creation for the smart lockers and mailboxes brand.
100% Tracking in GTM
Analytics audit, Consent Mode implementation and unified dashboard creation for the smart lockers and mailboxes brand.
SmartPoint, the smart lockers and mailboxes brand, needed to bring order to its measurement ecosystem. What started as a GA4 and GTM audit turned into a complete project: code cleanup, compliant Consent Mode and a custom Looker Studio dashboard that enables the management team to make decisions based on real, reliable data.
The challenge
SmartPoint's initial analytics setup had multiple friction points. GA4, LinkedIn and Bing tracking tags were hard-coded directly in the website rather than being unified. We also uncovered serious data collection issues: the cookie banner didn't request explicit, category-based consent (analytics, marketing, etc.), no Consent Mode was applied, and the 'thank you' page was accessible without actually submitting a form. Finally, despite running paid campaigns, they had no conversion tags on platforms like Google Ads.
Our solution
We executed a structured analytics project in three major phases. First, a technical audit of GA4 and GTM to detect issues. Second, we worked with SmartPoint's technical team to clean up the code, set up a compliant cookie banner and properly implement Consent Mode. Third, we designed a custom Looker Studio dashboard with interactive views of the funnel, channels and landing pages, giving management full control over conversion tracking.
Get startedOverall results
Tracking in GTM
Strategic views
Full measurement
Strategies implemented
Some of the highest-return strategies executed in this project.
Audit and Consent Mode configuration
Action
We guided SmartPoint's technical team to remove the hard-coded scripts from the website and set up a complete cookie banner that blocks the screen until cookies are accepted or rejected, classifying preferences into 'necessary', 'statistics' and 'marketing'.
Result
We successfully fired the correct events in the DataLayer while ensuring regulatory compliance. This guaranteed that Google Tag Manager measurement was subject to the user's actual consent.
Advanced cross-platform event tracking
Action
We mapped and configured custom events to measure interactions with all CTAs on solutions and impact pages, adapting tracking across different languages. We set up native conversion tags for Google Ads.
Result
We refined the primary metric from 'form submissions' to 'users who submit a form', limiting it to one event per session and eliminating duplicate data caused by page reloads, delivering a clean count of real leads.
Custom Looker Studio dashboard
Action
We built a report divided into key tabs: Overview, Channels, Paid Search, Content, Funnel and Landing Analysis. We integrated data cross-references (impressions, clicks, CTR, average CPC and conversions).
Result
The client went from operating blind to having a unified dashboard where the CMO and marketing team can filter performance by source or specific page, understanding the exact volume contributed by each channel.
Conclusions and learnings
Code cleanup is the first step: replacing embedded scripts with centralized GTM management speeds up tool implementation without depending on IT.
Compliance as an analytics ally: implementing a strict cookie banner and Consent Mode builds a transparent and reliable data foundation, while also avoiding legal risks.
Refining metrics brings clarity: counting 'unique users who submit a form' (limited per session) instead of simple submission events was key to avoiding unrealistic numbers.
Visualization must serve the business: designing a segmented Looker dashboard allows executives to audit the budget invested directly against the leads generated.
The SmartPoint case demonstrates that before launching large acquisition campaigns, it is essential to build a centralized measurement ecosystem to guide decision-making.
Get started
Want results like these?
Optimize your results and give a boost to your digital business with impactful actions.
Get started