3 March 2021
Sector: SaaS
Focus: Website Design & Development, Google Ads & Performance Marketing
Situation
Marketing wanted velocity on landing experiments, but the analytics layer was noisy with duplicate tags and conflicting definitions. Every new URL also nudged organic risk when thin pages piled up without a clear owner.
What we focused on
- Template library: Approved modules and a naming scheme for campaigns and sources.
- Measurement: Single GTM pattern with QA before each wave, no tag soup per page.
- SEO guardrails: Noindex rules and canonical strategy for tests that shouldn’t compete with core pages.
Outcome
Faster experiments with trustworthy numbers and fewer “why is this page indexed?” surprises.