Tracking Concept

Establishing a unified user flow despite there being a variety of tools and attribution models applied.

Issue & Method

Issue: inconsistent user flow across all user attribution sources. The existing tracking concept was extremely complex which caused confusion when building the user flow.


  • Define valid touchpoints
  • Pass user data within every touchpoint
  • Differentiate different types of touchpoints e.g. very first purchase versus other purchases


We first worked on an efficient event tracking structure, making sure that all the triggers set made sense, then worked on cleaning up the old tracking concept in order to avoid duplicates and make tracking lighter.

Taking the company’s internal resources into account, we found a very stable solution, which mostly included events sent via their server. Our client could then differentiate newly acquired customers from old ones based on the right data forwarded. More importantly, the business was able to determine the correct user flow based on attribution sources.