Kentucky Fried Chicken (KFC) – QSR
Server Side Tracking
deployment for a QSR
organisation
“If we want to gain a true competitive edge, we need to fully trust our eCommerce tracking data, with no room for inaccuracies or adblocker interference.”
THE CHALLENGE
KFC was struggling to fully trust their tracking data due to fragmentation across multiple websites and apps in the MENA region.
The lack of a unified tracking system made it hard to gather and analyze data effectively, causing gaps in visibility, decision-making challenges and less confidence in the accuracy of their performance data.
The lack of a unified tracking system made it hard to gather and analyze data effectively, causing gaps in visibility, decision-making challenges and less confidence in the accuracy of their performance data.
DISCIPLINES
Data Engineering, Web Tracking, Consulting Services
OUR APPROACH
Accurate Data,
Informed Desicions
Uptimal partnered with KFC MENA to identify and address the challenges they were experiencing with their online ecommerce data. During a discovery session, we uncovered that KFC was using eight different Google Tag Manager (GTM) containers across their eight websites in the Middle East, leading to inconsistent tracking. Additionally, we identified a separate app tracking deployment through Firebase, which introduced further complexity in data collection and integration.
Following the review, we consolidated all tracking into a single GTM Server Side container. This not only unified their tracking system across webs and apps but also allowed for bulk changes across multiple countries while maintaining consistency and standardization across all platforms. At the same time, it enabled the seamless implementation of server-side tracking for Google Analytics 4, as well as key media platforms like Meta, TikTok, Google Ads and Snapchat.
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Consultation
We conducted a comprehensive audit of KFC’s tracking systems to determine the best approach and assess the extent of the issues. -
Tracking Integration
We unified and standardized the tracking across the 8 MENA KFC eCommerce webs and apps into a single GTM Server-Side setup, architecting the appropriate GCP infrastructure to support it. -
Tracking Accuracy
We ensured that the server-side templates were adapted to the dataLayer schema and conducted thorough checks for dual tracking deduplication where necessary, guaranteeing the accuracy of the data.
“We frequently deploy server-side
tracking for our clients, and when
we saw KFC’s siloed systems, we
knew it was the ideal solution
to unify their eCommerce tracking
and maintain a streamlined data
collection infrastructure.”
Senior Data Engineer
RESULTS
Goals accomplished!
KFC now benefits from a robust data collection infrastructure that ensures complete trust in their tracking data. This system has empowered them to strategically allocate resources, enabling the generation of valuable insights to enhance eCommerce performance. By having reliable and consistent data, KFC can make informed decisions to optimize their digital strategy and drive growth across their online platforms.
+24%
improvement on page speed
+14%
data completeness by bypassing Ad blockers
+9.2%
CR on returning users persisted by SS cookies
improvement on page speed
data completeness by bypassing Ad blockers
CR on returning users persisted by SS cookies
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