Summary
Key results
Analytics architecture integrating GA4 + BigQuery for raw-data retention and advanced analysis
Global UTM standard and data governance ensuring consistent attribution across markets
Linking digital outcomes to business goals – without compliance risk
In a global medtech environment, digital analytics must meet business needs while complying with strict privacy regulations. The client wanted to expand analytics beyond basic web metrics to better understand user journeys, measure marketing effectiveness, and connect digital outcomes to real organizational objectives.
A key challenge was data integrity: across multiple markets, teams, and campaigns, the lack of a consistent tagging standard and governance reduced report reliability. In addition, the organization needed an approach that ensured full GDPR compliance and healthcare-industry expectations while minimizing reporting “blind spots” caused by users not granting analytics consent. The goal was to establish a framework that ensures trustworthy data, correct attribution, and a single, consistent view of performance for decision-making.
GA4 + BigQuery with global data-quality rules
Sii Poland designed and implemented an analytics architecture that preserves raw data, enables advanced analysis, and maintains the quality and compliance standards required in healthcare. The solution uses GA4 as the data-collection layer and BigQuery as the retention and analytics layer.
Scope of work included:
- Designing and launching a scalable architecture integrating GA4 with BigQuery to retain raw data and support global analysis
- Implementing a global UTM standard and data governance framework to ensure consistent attribution and comparable results across markets
- Delivering advanced data modeling to reduce reporting gaps for non-consented users – without violating GDPR principles
- Building dedicated SQL queries and dashboards aligned with management reporting and decision-making requirements
Better visibility in a privacy-first model
With Sii Poland’s implementation, the client established a reliable single source of truth for digital analytics based on raw-data retention and consistent data-quality rules. UTM standardization and governance improved attribution and cross-market comparability, while BigQuery-based analytics enabled deeper insight into user journeys and performance effectiveness.
A key outcome was regained visibility under a privacy-first approach: the applied modeling reduced reporting gaps caused by missing consent, without compromising GDPR compliance. As a result, business teams and organizational leaders gained more consistent, actionable insights to support strategic decisions – while maintaining the standards required in the medical sector.