In this case study session, discover how a single solution can power analytics for 50+ Drupal websites. Learn how a reusable Google Tag Manager and Google Analytics 4 framework delivers consistent web-tracking and rapid insights at scale.

Prerequisite
Attendees will get the most out of this session by being familiar with basic web analytics concepts (Google Analytics/GTM) and general Drupal site-building or multisite concepts. No deep coding knowledge is required.

Outline
Multisite Analytics Challenges: Explore the challenges of managing analytics across several dozen Drupal sites built on a unified codebase. We'll cover pitfalls such as ensuring data consistency, handling multiple domains, and aligning analytics goals across brands or regions.

Unified GTM Strategy: Learn how we design a single, flexible Tag Manager container templates that powers analytics across all sites.

Scalable GA4 Implementation: Discover how we configure GA4 properties and data streams to unify tracking across sites while preserving clean, site-specific data. We'll show how standardised events and conversions, along with features like cross-domain tracking and custom dimensions, support actionable insights at scale.

Efficient Tracking Deployment: See how new sites—whether for a new market or brand—are onboarded quickly using cloned GTM and GA4 configurations.

Monitoring & QA with Playwright: Learn how we use automated Playwright tests to validate key analytics interactions across all sites.

Anomaly Detection & Alerting: Explore how we use custom scripts to scan for tracking anomalies across all environments.

Dashboard & Reporting Consistency: Understand how standardised tracking allows us to replicate dashboards in GA4 and Visualisation Platforms. Product owners can access consistent, reliable insights across all sites without repetitive setup work.

Performance & Governance: Discover how we manage analytics governance at scale, controlling tag access, avoiding script bloat, and monitoring the performance impact of analytics scripts across the multisite platform.

Results & Lessons Learned: We’ll close with tangible benefits - time saved, improved data quality, and smoother operations. Along with lessons from building a scalable, maintainable analytics framework for enterprise-level multisite solutions.

Learning Objectives
Architect a scalable analytics plan for a multi-site Drupal platform using Google Tag Manager and GA4.
Implement a reusable tagging framework that ensures consistent data collection and user behaviour tracking across dozens of Drupal sites.
Accelerate analytics reporting for new sites by quickly replicating tracking setups and dashboards, thereby reducing launch time and effort.

Experience level
Intermediate