Mango – Fashion Retailer
Web & App Server-Side
Tracking Audit
“We wanted to ensure the maximum level of transactional signals for our media platforms, and since moving to sGTM we experienced some discrepancies across Google environments.”
THE CHALLENGE
Mango wanted to review the tracking and data signals that had been built over the past year following several technology migrations. As tracking evolved across web and app, different collection methods and implementations were introduced over time. This created the perception that a portion of the data was not being properly captured or consistently interpreted across channels and markets. As a result, teams often found it difficult to accurately compare performance and results from the media platforms’ perspective.
Mango needed clarity on how to evolve their tracking and measurement systems in order to establish a robust baseline that would be ready to scale in the near future. The priority was to assess the current setup, identify inconsistencies and missed opportunities and define concrete improvements so that future decisions could be based on a stronger and more reliable measurement foundation.
DISCIPLINES
Web & App Analytics, Server-Side Tracking, GCP
OUR APPROACH
Assume nothing,
verify everything
Uptimal approached Mango’s tracking and data collection challenges with a data driven and results focused mindset. Our team carried out a full end to end audit of Mango’s web and app ecosystem to identify gaps in implementation, consent handling and data quality and to define a clear roadmap to strengthen their analytics foundation.
We not only mapped how data flowed through the middleware queue, client side and server side GTM into analytics and marketing platforms, but also reviewed Google Consent Mode implementation, media SDKs tracking, Tag Gateway and other components across all platforms and catalogued over 140 tracking issues by severity (P0, P1, P2, etc.) and ownership. This allowed us to propose concrete improvements and a clear roadmap the client could follow to cover any existing gap.
We worked across business, media, security and analytics stakeholders to make sure results were meaningful for everyone, as this initiative affects multiple cross functional teams.
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Client Concerns Assessment
We reviewed Mango’s existing tracking and listened to stakeholder concerns to understand where data felt unreliable and why. This gave us a clear picture of the main risks and measurement gaps. -
Comprehensive Audit
We catalogued 140 tracking issues, each with a description, severity (P0 to P3) and owner team. Findings ranged from minor naming inconsistencies to notable data integrity gaps, giving Mango a prioritised roadmap of what to fix first. -
Actionable Recommendations
For every issue, Uptimal provided a clear recommendation. Our guidance focused on simplifying the setup, improving data consistency and strengthening attribution across Mango’s tracking.
“We took a very personal approach,
really listening to what the Mango team
felt was not working for them. Their
openness and collaboration at every level
helped us understand their reality and
deliver an audit they can truly use.”
Managing Director
RESULTS
Goals accomplished!
Thanks to a collaborative and in-depth tracking audit, Mango now has a reliable, actionable roadmap to better understand customer behavior and optimize performance across channels.
140
tracking inconsistencies identified and prioritized
100%
proposed alignment of signals across web and app
4
key strategic areas identified for long-term improvement
tracking inconsistencies identified and prioritized
proposed alignment of signals across web and app
key strategic areas identified for long-term improvement
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