Heineken / MyFranceBoissons
Project overview
We implemented a complete GA4 tracking plan for Heineken's B2B ordering platform MyFranceBoissons, enabling data-driven decision making across their digital commerce operations.
Client
Heineken / MyFranceBoissons
Date
June 2023
Industry
B2B / Beverages
Services
Google Analytics 4
Heineken / MyFranceBoissons process
The challenge
MyFranceBoissons had minimal analytics on their B2B ordering platform, making it impossible to understand user behavior, optimize the ordering funnel, or measure the impact of commercial campaigns targeting bar and restaurant owners.
Our solution
Tag Expert designed a comprehensive GA4 tracking plan tailored to B2B e-commerce, including custom events for the ordering funnel, product catalog interactions, and account management flows. We implemented the data layer, configured Google Tag Manager, and built executive dashboards in Looker Studio.
The result
The platform gained full visibility into user behavior for the first time. The data revealed key drop-off points in the ordering funnel, leading to UX improvements that increased order completion rates. Marketing teams could finally measure campaign ROI with precision.
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