Implementing a Mobile Data Layer to Fix Tracking Gaps

The Challenge

The mobile app of a quick-service restaurant chain was operating with a data layer plagued with issues. The app produced data so inconsistent that the business wasn’t able to produce reliable reports and insights. As a result of poor implementation, the client’s stakeholders lost faith in their analytics.


Data and reports were plagued with regression issues and caveats, workarounds became the norm, and ad-hoc and dashboard reporting time skyrocketed. Simple requests often took double or triple the time, while markets were reporting customer complaints due to a high crash rate caused by the use of an unstable TMS.

The Solution

Our team recommended and designed a robust data layer to alleviate the various data capture issues that plagued the client’s mobile app data set. The data layer was designed with a set of tracking standards and global nomenclature aimed at alleviating “dirty” data capture, but also served as a rubric to deploying analytics across the client’s other digital channels.


This data layer was then deployed in conjunction with the client’s existing Tag Management System (TMS) to create a preferred data collection architecture.


Despite the improved connection between data layer and TMS, issues remained due to the complexity, customization, and patchwork the TMS required to deploy and alter tags. As a result, we worked with the client to build stronger operational requirements and identify replacement TMS vendors. We reviewed recommendations and helped select a new TMS solution—one built and tailored specifically for the mobile app experience.


We then worked with the client, TMS vendor, and the client’s various third-party partners to execute a migration. To modernize tags and enforce tracking standards, we often led partners to work together to prioritize, rebuild, and redeploy interdependent elements. When completed, the new TMS solution became a tool that not only deployed all tags and pixels more effectively, but allowed the client to integrate supplemental products into their app with ease (without the need for IT).

The Results




We reduced the amount of time it took to fix bugs and complete analysis.



Cross-departmental collaboration lead to more insights and knowledge-backed product design, as well as a successful TMS selection.





This fostered an inclusion of analytics in deployment schedules.





Our client’s appetite for data and insights grew, leading to more business-friendly data that were easily discernible by all stakeholders.