Full overview of each tracking area with calculated metrics, "why you need this" explanations, and documentation templates.
Condensed technical information per area. Dev ticket templates with datalayer examples and acceptance criteria, ready for your team.
Real-world datalayer examples, analytics hits with full context, and exemplary reports for all 19 tracking areas.
Tool-agnostic: works with GA4, Adobe Analytics, Piwik PRO, Matomo, or any analytics platform.
He has an exceptional talent in analyzing and visualizing data and is a natural born data storyteller. Balázs can help you in every step of a Web Analytics project: strategy, conception, implementation, configuration, analysis, optimization, data storytelling.
Markus Fischer
Senior Consultant, Carpathia AG
Every area includes pageview & event dimensions, metrics, datalayer specs, and implementation guidance.
Structured reporting on page performance, SEO titles, link quality, template types, page groups, navigation paths, and traffic sources.
Product ID, size, variant tracking. Stock monitoring, conversion correlations, brand & category performance, micro-conversions.
Order IDs, revenue, taxes, shipping costs, coupons, and related metrics for complete ecommerce reporting.
Funnel progression, abandoned carts, order behaviour trends, campaign impact, delivery & payment methods by country.
Login rates, user activity, campaign-driven behaviour, account status, demographics, reactivation analysis.
Top queries, "not found" terms, search quality, click-through rates: optimizing search performance and user insights.
Expert-level debugging tools for identifying anomalies in data, supporting accurate analysis across all tracking areas.
Click distribution, interaction rates, element performance, article metrics by topic, keyword, and author.
Top files and formats, download shares and percentages, conversion rate metrics for file downloads.
Teaser, banner, and CTA performance. Placement impact on clicks and CTRs, topic-driven engagement analysis.
Performance by name, video funnels, milestones, view-through rates, session hits, and total viewing time.
Which menus and items users click most: optimizing site structure and improving user journeys.
Where users struggle with forms, which error messages appear most, and how errors affect conversions.
Which filters customers use, product discovery optimization, interaction and conversion rate insights.
Load, start, and completion rates, submission topics, funnel performance, and conversion metrics.
Process load, start, and completion rates. Step-by-step funnel analysis for optimizing flows and conversions.
Accept and cancel rates by campaign or topic, overexposure detection, conversion and user response analysis.
Where users leave your site, which outbound links they click, and how often: measuring engagement beyond your website.
Login and logout frequency, error points, password reset tracking: ensuring smooth account access.
What analytics teams ask about the Standard Tracking Concept.
Tool-agnostic. The 19 tracking areas are defined at the business level: what you need to measure and why. Each area includes technical specs with datalayer examples that are generic by design, so they work with GA4, Adobe Analytics, Piwik PRO, Matomo, or any analytics platform. The business descriptions stay the same regardless of which tool you use.
Yes. The 19 areas are the result of 16 years of analytics implementations. They cover roughly 80% of the standard data needs across websites, shops, and apps. Every website benefits from all 19 areas. On top of that, most projects also require custom tracking for site-specific features: car configurators, custom calculators, multi-step processes, or other functionality unique to the business. Custom tracking is scoped and added during the consulting phase.
Yes. The Standard Tracking Concept is a pre-built deliverable you can purchase and use directly. It is an Excel file with business descriptions, tech specs, datalayer examples, and implementation blueprints for all 19 areas. We recommend booking a few consulting hours alongside the purchase for a guided walkthrough so your team knows how to work with the file and adapt it to your setup.
The tracking concept is an Excel file. Each tracking area has four layers: a business description (what we measure and why), technical specs (datalayer events, parameters, naming conventions), implementation blueprints (code examples), and dev ticket templates with acceptance criteria. In a consulting engagement, we work directly with your Jira or internal tools to set up the tracking, steer the implementation, and QA the results.
Every engagement follows the same four-phase structure from audit to validated production data.
| Phase | Deliverable | What you get |
|---|---|---|
| 1. Audit | Tracking assessment | Current-state analysis of your data collection and gaps |
| 2. Concept | Tracking concept document | Complete measurement plan with KPIs and event taxonomy |
| 3. Implementation | Tag management setup | Configured GTM container with all specified events |
| 4. Validation | QA report | Data quality verification across all touchpoints |
References used while drafting and implementing a tracking concept.
