Optimizing Digital Marketing Analytics and Tracking

One of California’s best-loved restaurant chains hired Colibri Digital Marketing to optimize its digital marketing analytics and tracking. The project aimed to optimize their analytics system. Above all, this would ensure that every digital marketing channel conversion was perfectly tracked and adequately attributed to guarantee accurate results reporting.



Colibri Digital Marketing audited its advertising funnel to build an attribution system. We saw an opportunity to help this client by optimizing its digital analytics. Our team:

  • Mapped out the conversion funnel, from ad impressions to orders and rewards program sign-ups. 
  • Identified the steps that were not tracking or that the data was not clean.

Colibri collaborated with the client’s third-party web development and in-house marketing teams to:

  • Set up Google Analytics (Universal & 4),
Digital marketing analytics system
This chart is a graphic representation of our audit for the client, detailing trackable metrics and the untrackable ones when our team took on the project.
  • Google Tag Manager and a 
  • UTM links system

These elements track every event on the website leading to a conversion. They attribute results to each campaign and digital marketing tactic. In effect, it is the holy grail of data-driven marketing.


Why Colibri Digital Marketing?

The client chose Colibri Digital Marketing because the agency has a proven track record of successfully optimizing digital marketing campaigns and delivering client results. The agency’s expertise, field experience, and data-driven approach impressed the client. 

Additionally, Colibri Digital Marketing strongly focuses on collaboration and communication with its clients, working closely with them to understand their unique needs and goals and develop customized strategies to help them achieve them.



The client wanted to optimize their digital analytics and tracking system. They needed to track every event and conversion and attribute the results to each channel.

The ultimate goal was to set up a system allowing the client to allocate their budget more effectively and improve their online presence at a time when their restaurants were closed for dining-in and all sales were coming from delivery or pick-up.


How Colibri Responded

Colibri Digital Marketing audited the client’s conversion funnel and identified the steps that were not being tracked through the buyers’ journey. Since they had recently integrated the new ordering system with their website, they had two development teams. The agency collaborated with both teams to make sure all the events were configured.

Leveraging this technical support, Colibri directed the various teams to set up Google Analytics and Google Tag Manager to track every event and relevant conversion in a report. We implemented a UTM parameter system to track results for each campaign and channel.

The in-house marketing and Colibri teams used the UTM Builder tool. This tool enabled them to collaborate and ensure proper attribution of the reported channel. The tool enabled the teams to understand sales originated by source, medium, campaign, term and even content of all digital assets used in the marketing plan. 

Digital marketing analytics utm tracker



As a result of this project, the client has a fully integrated ordering system that reports every event and conversion and attributes these results to each digital marketing channel used. The UTM parameter system allows the client to allocate their budget more efficiently, improving their online presence and allowing them to launch new locations and target campaigns (and results) to each geo. 

The client was thrilled. Colibri built a system they could use in-house, giving them the independence they wanted while positioning them for success.

Want to increase sales and improve marketing data attribution? Reach out to Colibri Digital Marketing. We have the expertise to optimize your digital marketing analytics, identifying the tweaks needed to help you reach your goals.


The restaurant chain client was impacted by the COVID-19 pandemic and pivoted to focus on online sales with a new ordering platform that integrated with their website. They were struggling with this integration. Unfortunately, they couldn’t track marketing efforts to sales outcomes. They were looking to create a system to let them understand which campaigns were successfully generating revenue and help them allocate their budget more efficiently.


What we learned