Tracking expansion for an international platform
Objective
For the freelancer matchmaking company freelance.de GmbH and its affiliated international platforms, we restructured and reimplemented online tracking across all platforms. Additionally, we collaborate in the areas of Google Ads automation, data analysis, and reporting.
The main objective was to create a consistent reporting framework across different platforms and systems. This required configuring tracking differently for each country and platform.
As freelance.de uses a non-standard system, several workarounds had to be developed and implemented to achieve a unified and fully functional tracking setup. We used Google Tag Manager, Google Analytics (now GA4), and Google Ads to generate the most comprehensive view of online performance.
About Our Case Study Partner
With over 250,000+ active freelancer profiles, freelance.de is the largest platform in the DACH region. It connects freelancers and clients, offering a growing number of projects and verified profiles – all continuously reviewed for accuracy and authenticity.
Initial Situation – Reporting & Tracking
Our initial collaboration with freelance.de was originally limited to Google Ads automation, but it quickly became clear that parts of the tracking setup needed to be revised. As a result, we began working on both areas simultaneously to ensure a stable data foundation for long-term analysis. This also allowed us to expand the tracking setup with additional events and capabilities.
Google Analytics & GA4
Reworking the Google Analytics setup involved several steps. First, we defined the relevant conversion goals, many of which were either not tracked at all or only partially.
We then implemented these conversions using Google Tag Manager. A key challenge was ensuring that conversions were tracked consistently across all platforms, including international ones. Another layer of complexity came from the fact that we were working with a custom system, rather than a standard setup like Shopify or WordPress.
The transition to GA4 introduced additional technical challenges – especially in making sure that tracking remained accurate and reliable for Google Ads performance measurement.
Good Tracking = Good Reporting
By implementing a unified tracking setup and creating a consistent data foundation, we were able to build a centralized reporting system covering both website performance and Google Ads performance.
Based on this reporting, the performance of the Google Ads accounts can now be more easily optimized and compared. The automated reports are delivered daily to the inboxes of relevant stakeholders, providing a transparent view of account performance.
We developed a reporting structure that is easily adaptable and expandable, ensuring long-term usability and flexibility.
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Why We?
From standard tools to custom tech stacks – we’ve got your tracking covered.
We implement reliable tracking across all major systems and develop tailored solutions for more complex or unique setups.
GA4, Matomo, or something else?
While we usually work with GA4 or Matomo, we’re also experienced with a wide range of other tracking tools – and we’ll gladly implement the solution that fits your needs best.
Fast. Flexible. Detail-focused.
We know that true quality lies in the details – that’s why we deliver tailored solutions with speed and commitment.