Pizza Hut – QSR
Web & App Tracking
Audit for a QSR
organisation
“To dominate the digital ordering space, we must have complete confidence in our data, from web to app, without inaccuracies clouding our strategy.”
THE CHALLENGE
Pizza Hut MENA faced significant challenges with their data integrity due to fragmented tracking systems across their various websites and mobile apps.
Misconfigurations in Google Tag Manager, Firebase and discrepancies between Google Analytics and Adjust data led to an incomplete view of the customer journey, hindering effective decision-making and eroding trust in their performance metrics.
Misconfigurations in Google Tag Manager, Firebase and discrepancies between Google Analytics and Adjust data led to an incomplete view of the customer journey, hindering effective decision-making and eroding trust in their performance metrics.
DISCIPLINES
Data Engineering, Web & App Tracking, Consulting Services
OUR APPROACH
Precision in Data,
Confidence in Decisions
Our engagement with Pizza Hut MENA began with a deep-dive diagnostic of their web and app analytics infrastructure. The audit uncovered a complex web of inconsistent Google Tag Manager (GTM) setups and siloed Firebase and Adjust implementations, which created significant data fragmentation and undermined the reliability of their analytics.
The audit revealed critical discrepancies in how key events and conversions were being tracked, leading to an incomplete and often contradictory view of the customer journey. It became clear that they could not fully trust their data to make critical business decisions, accurately measure marketing ROI, or even personalize the customer experience effectively.
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Discovery & Stakeholder Alignment
We started with a strategic assessment of Pizza Hut tracking systems, collaborating closely with key stakeholders to understand their business objectives and current data setup to laid the groundwork for our future recommendations. -
Comprehensive Analytics Audit
Our audit of their analytics stack involved a thorough review of their GTM, Firebase, Adjust and GA4 configurations. We meticulously identified critical misconfigurations and data gaps, documenting each finding to provide a clear and organized overview of their current data landscape. -
Data Consistency Actionable Plan
Our team developed an actionable plan with key actions to rectify tracking issues, ensuring data layer, Firebase and Adjust consistency and implementing robust validation to guarantee the accuracy and completeness of the data.
“Following our comprehensive audit
of Pizza Hut’s analytics stack,
they now have a clear and actionable
roadmap, providing them with
immense clarity and confidence
in achieving data consistency
and a truly robust data foundation.”
Digital Delivery Lead
RESULTS
Goals accomplished!
As a direct result of our comprehensive audit, Pizza Hut now possesses a clear roadmap outlining precisely how to strategically allocate resources to upscale and make their data truly robust and reliable. This detailed guidance provides them with absolute confidence in their future tracking data, empowering them to make informed decisions and generate valuable insights to enhance eCommerce performance and drive significant growth across all their online platforms.
+50
accuracy gaps identified
+100%
clarity on iOS SKAN conversion attribution figures
+65
tracking discrepancies between web and app identified
accuracy gaps identified
clarity on iOS SKAN conversion attribution figures
tracking discrepancies between web and app identified
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