Spitakolus Tracking & Analytics

🎯 Overview

All Spitakolus projects share tracking infrastructure with project separation via hostname routing.

Golden Rule: Data flows correctly when hostname conditions are set properly.

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📊 Shared Infrastructure IDs

| System | ID | Purpose | |--------|-----|---------| | GTM Web Container | GTM-PD5N4GT3 | Shared, hostname routing | | GTM Server Container | GTM-THB49L3K | Server-side tracking | | Server URL | gtm.nastahem.com | First-party domain | | BigQuery Project | nastahem-tracking | Shared data warehouse |

GA4 Properties (per project)

| Project | Measurement ID | Domain | |---------|----------------|--------| | Flocken | G-7B1SVKL89Q | flocken.info | | Nästa Hem | G-7N67P0KT0B | nastahem.com |

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🔧 GTM Architecture

GTM-PD5N4GT3 (Shared Web Container)
├── Tags
│   ├── Google Tag - Flocken
│   │   ├── Tag ID: G-7B1SVKL89Q
│   │   └── Condition: Page Hostname = flocken.info
│   │
│   └── Google Tag - Nästa Hem
│       ├── Tag ID: G-7N67P0KT0B
│       └── Condition: Page Hostname = nastahem.com
│
└── Triggers (hostname-based)
    ├── Page View - Flocken (hostname = flocken.info)
    └── Page View - Nästa Hem (hostname = nastahem.com)

Hostname Routing Rules

ALWAYS use hostname conditions:

• ✅ Page Hostname equals flocken.info
• ✅ Page Hostname equals nastahem.com
• ❌ Never use URL-based conditions
• ❌ Never omit conditions (causes cross-contamination)

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📈 BigQuery Structure

nastahem-tracking/
├── flocken_raw/        # Raw GA4 export
├── flocken_curated/    # Cleaned data
├── flocken_marts/      # Business metrics
│
├── nastahem_raw/       # Raw GA4 export
├── nastahem_curated/   # Cleaned data
└── nastahem_marts/     # Business metrics

Dataset Naming Convention

Format: [project]_[type]

| Type | Purpose | |------|---------| | _raw | Raw GA4 export (events_YYYYMMDD) | | _curated | Cleaned, standardized events | | _marts | Business intelligence metrics |

Important: Location = EU

All datasets MUST be created with location='EU' for GDPR compliance.

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🔐 Consent Mode v2

All projects use Consent Mode v2 with default denied:

window.dataLayer.push({
  'event': 'consent_default',
  'analytics_storage': 'denied',
  'ad_storage': 'denied',
  'ad_user_data': 'denied',
  'ad_personalization': 'denied',
  'functionality_storage': 'granted',
  'security_storage': 'granted'
});

Cookie Banner Updates Consent:

• User accepts → gtag('consent', 'update', {...})
• Tracking only fires AFTER consent granted

GTM Tag Consent Controls

Every Google Tag must have these consent controls enabled:

• ad_storage ✅
• ad_personalization ✅
• ad_user_data ✅
• analytics_storage ✅

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🏷️ Event Naming Convention

Standard Events (GA4 Enhanced Measurement)

• page_view - Page loads
• scroll - 90% scroll depth
• click - Outbound links
• file_download - File downloads
• video_start, video_progress, video_complete

Custom Events Format

Format: [action]_[object]

Examples:

• sign_up - User registration
• app_install - App installation
• listing_created - New listing
• message_sent - Message sent

UTM Parameters

Always include for attribution:

• utm_source - Traffic source
• utm_medium - Marketing medium
• utm_campaign - Campaign name (use cid!)
• utm_content - Ad variation

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🚀 Adding New Project to Tracking

Step 1: Create GA4 Property

1. Google Analytics → Create Property
2. Save Measurement ID (G-XXXXXXXXXX)

Step 2: Add to GTM

1. GTM → Container GTM-PD5N4GT3
2. Create new Google Tag with Measurement ID
3. CRITICAL: Add hostname trigger condition

Step 3: Create BigQuery Datasets

CREATE SCHEMA `nastahem-tracking.[project]_raw` OPTIONS(location='EU');
CREATE SCHEMA `nastahem-tracking.[project]_curated` OPTIONS(location='EU');
CREATE SCHEMA `nastahem-tracking.[project]_marts` OPTIONS(location='EU');

Step 4: Link GA4 → BigQuery

1. GA4 → Admin → BigQuery Linking
2. Project: nastahem-tracking
3. Location: EU
4. Dataset: [project]_raw

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⚠️ Common Mistakes to Avoid

| Mistake | Consequence | Fix | |---------|-------------|-----| | Missing hostname condition | Data goes to wrong GA4 | Always add hostname trigger | | Wrong Measurement ID | Data lost | Double-check ID | | Dataset location != EU | GDPR violation | Always use EU | | Consent not implemented | Legal issues | Use Consent Mode v2 | | Hardcoded tracking IDs | Works in dev, fails in prod | Use environment variables |

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🔍 Debugging Checklist

When tracking isn't working:

1. GTM Preview Mode: Is the right tag firing?
2. Hostname check: Is the condition correct?
3. Consent check: Did user accept cookies?
4. Network tab: Are requests going to google-analytics.com?
5. GA4 Realtime: Is data appearing?
6. BigQuery: Is export enabled and working?

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📊 Growth Loop Integration

Tracking is the foundation of the AI Growth Loop:

1. Data Collection ← GTM + GA4 + BigQuery
2. Analysis ← Query BigQuery for patterns
3. AI Generation ← Use insights for new ads
4. Optimization ← Track performance, pause losers

Every event you track becomes data for the Growth Loop.

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🔗 Detailed Documentation

• GTM_SHARED_CONTAINER.md
• BIGQUERY_SHARED_PROJECT.md
• Project-specific: See each project's docs/tracking/ folder