The context
A multi-brand restaurant group wanted to know, restaurant by restaurant, what its websites bring in: how many clicks to booking, calls, directions. The numbers existed, scattered across three Google tools and never broken down by venue.
The platform
- Three levels of reading: management sees the group and compares its brands, each brand ranks its restaurants, each restaurant has its own page
- Everyone only sees their own scope: group, brand or venue. Sign-in by emailed link, no password
- Numbers say what they measure: a click to Zenchef is an intent to book, not a booking. Missing data shows as “not counted yet”, never as zero
- Google Ads conversions are shown separately: they are never added to actions taken on the site
The tracking work
- A GA4 tagging plan handed to the developers, with values fixed like a contract: “booking” means the same thing on every site
- Three dimensions on every event: the venue, the action type and the channel. That is what files each click under the right restaurant
- One Google Tag Manager container per site, and one Analytics property per restaurant when a brand has several
- A test before every switch: an action is only shown as “measured” once it has been seen arriving in Analytics
The results
16 monthsof history recovered as soon as a site is connected
