Scaled Tracking Ecosystem for MedTech

We engineered a standardised Data Layer across 120+ websites, native apps, and SPAs for a global MedTech provider, then led an enterprise-wide GA360 rollout with self-serve dashboards — turning disconnected tracking into a unified analytics ecosystem.

The mess

120+ distinct websites. Native apps. Complex Single Page Applications. All generating engagement data — none of it consistent. Analytics was brittle, different per property, and breaking with every product update. Some properties had GA, some had nothing, some had custom setups nobody fully understood anymore.

Product teams across regions couldn’t get reliable data. Every request went through IT, creating a bottleneck. Product owners made decisions on gut feeling or incomplete screenshots from dashboards that hadn’t been updated in months.

What we did

Engineered a standardised, future-proof Data Layer — one framework that scales across all 120+ properties without each team implementing tracking from scratch. The Data Layer handles traditional page-loads, SPA state changes, and native app events through a single schema.

Then we led the GA360 rollout. Not a plug-and-play install — a multi-region deployment with strict governance and compliance. Defined property structure, cross-domain tracking, event taxonomies across web and app, and documented everything so regional teams can maintain their own implementations.

Final piece: self-service dashboards built to keep IT out of the reporting chain. Product owners and regional managers pull their own engagement metrics instantly without filing a ticket.

The result

Tangled platforms became a unified ecosystem. Product teams pull their own data and trust it. IT is no longer a bottleneck. When a product update breaks tracking, the Data Layer means the fix is applied once and propagated — not debugged independently on each of 120+ properties.

Auditing the tracking setup across 120+ websites felt like digital archaeology. On one regional site, we found five different generations of tracking codes stacked on top of each other — including a script from an analytics tool that went out of business in 2015. Every time marketing had wanted to track a new button over the last decade, IT just pasted another script on top and prayed nothing broke. Standardising the Data Layer finally stopped the madness.