RAKUTEN COPA DAVIS - GTM Strategy
The tracking strategy of the Rakuten Fan World Cup – Copa Davis campaign is based on a structured measurement system using Google Tag Manager and Google Analytics. The objective is to capture user participation across the interactive campaign, where users submit messages of support for their national teams.
This tracking architecture is designed to measure the full participation flow, from the initial interaction with the CTA “Support your team” to the final message submission and validation process. The system connects user inputs such as country, team selection, and message submission with analytics events.
Through the implementation of a DataLayer-based tracking system, user interactions within modals, forms, and validation steps are transformed into structured data. This allows analyzing engagement, participation rates, and campaign performance across different countries and user segments.
Measurement Plan:
2021
The Measurement Plan defines how user participation data is collected and analyzed within the Rakuten campaign.
This system enables tracking the full user journey across the interactive experience, including form interactions, validations, and final message submission.
Measurement Plan Objectives
The tracking framework is designed to measure campaign performance and user engagement:
- Analyze user participation in the campaign
- Measure form completion and submission rates
- Identify drop-off points in the validation process
- Evaluate engagement by country and team selection
Event-based tracking
The system is based on event-driven tracking, capturing key user interactions during the participation flow.
Main events:
- support_your_team_click → user opens the participation form
- form_interaction → user interacts with inputs (country, team, message)
- form_submission → form is submitted
- message_submitted → final confirmation after validation
Participation Funnel
The system allows analyzing the full participation funnel:
CTA click → form open → form interaction → validation → message submission
This funnel is critical to detect friction points, especially during the validation step.
Key KPIs
- Total participants
- Form submission rate
- Drop-off rate before confirmation
- Participation by country and team
- Engagement with campaign elements
This measurement system enables optimizing the campaign performance and improving the user participation experience.
2021
Google Tag Manager - Tags:
2021
The tracking architecture is based on Google Tag Manager, combining tags, triggers, and variables to capture user interactions across the campaign.
This system allows tracking user behavior within interactive elements such as modals, forms, and CTAs.
Tags
Tags are responsible for sending data to Google Analytics. These tags allow measuring the full participation process and user decisions.
Triggers
Triggers define when tracking is activated: Triggers ensure accurate tracking of user actions across the flow.
Variables
Variables capture key participation data. One key challenge identified was the team values.
DataLayer
The DataLayer connects the website with GTM:
- Captures form inputs and selections
- Sends structured participation data
- Enables scalable tracking across the campaign
However, special attention was required in the validation step, as tracking could be triggered before the final confirmation, potentially counting incomplete submissions.
Thanks to this architecture, the tracking system provides detailed insights into user participation and campaign performance.
2021
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