Executive summary

Mobile Premier League (MPL), India’s leading eSports and mobile gaming platform, sought to improve its web analytics capabilities to gain deeper insights into user behaviour and optimise its website for conversions. Envigo implemented a comprehensive Google Tag Manager (GTM) solution that enabled accurate tracking of user interactions with buttons, banners, and images, providing valuable data for optimising user flow and promoting conversions.

The challenge

MPL faced challenges with its web analytics setup:

Data layer implementation

MPL lacked the internal expertise to implement a data layer, which is essential for capturing detailed user interactions and sending data to Google Analytics.

Limited tracking capabilities

MPL was unable to track crucial user interactions with buttons, banners, and images on its main website, hindering its ability to understand user behaviour and optimise content.

The solution

Envigo implemented a comprehensive web analytics solution leveraging Google Tag Manager (GTM):

Data layer implementation

Envigo implemented a robust data layer on MPL’s website, enabling the capture of detailed information about user interactions.

GTM implementation

Envigo configured GTM to track events triggered by user interactions with buttons, banners, and images, providing valuable insights into user engagement.

Testing and validation

Thorough testing and validation were conducted to ensure accurate data collection and minimise disruption to MPL’s website.

Results and impact

Enhanced user flow analysis: The implementation of event tracking through GTM provided MPL’s business team with valuable data on user behaviour, enabling them to analyse user flow, identify areas for improvement, and optimise the website for a better user experience.
Data-driven optimisation: The new tracking capabilities empowered MPL to make data-driven decisions for website optimisation, leading to improved user engagement and increased conversions.
Future-proof tracking: Envigo provided MPL with a scalable and flexible solution that can adapt to future tracking needs and website changes by implementing a data layer and GTM.

Key features

Data layer implementation: The data layer implemented by Envigo provided a foundation for accurate and comprehensive data collection.
Google Tag Manager: GTM’s flexibility and ease of use enabled efficient event tracking and simplified tag management for MPL.
Event tracking: Tracking user interactions with buttons, banners, and images provided valuable insights into user engagement and conversion paths.

Final words

Is your business struggling with website analytics? Contact Envigo today for a free consultation and learn how we can help you unlock the power of your data.