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Analytics & Tracking

Data is key to understanding your mobile customers. Our app is built on a flexible Generic Tracking Layer. Instead of hard-coding specific providers everywhere, the app fires generic internal events. Any tracking service can “subscribe” to these events, making integrations highly efficient and stable.

Supported Providers

1. Firebase & Google Analytics 4 (Standard)

Out of the box, we support Firebase Analytics, which seamlessly connects to Google Analytics 4 (GA4).

  • Integration: Native integration for high performance.
  • Server-Side GTM: We support Server-Side Google Tag Manager implementations if you prefer to route data through your own container.

2. Glycerin (Premium / Otto Group)

We offer a full integration for Glycerin, a high-end tracking solution developed by One O (Otto Group).

  • Requirements: Requires a separate contract with One O.
  • Focus: Glycerin delivers high-quality raw data directly to your data warehouse.
  • Note: Unlike GA4, Glycerin does not provide a dashboard. You are responsible for visualizing the data and building reports in your own BI tools.

3. Custom Server Endpoint

If you require full data sovereignty, we can send the generic event stream to a custom server endpoint provided by you.

Tracked Events

The app covers the complete e-commerce user journey. While the exact list can evolve, these are the core event categories:

1. Screen Views

Triggered whenever the user opens a new view.

  • Examples: view_home, view_product_list, view_product_detail, view_cart, view_checkout.

2. Interactive Events & Click Tracking

Triggered by active user engagement. This includes generic Click Tracking on various UI elements to measure feature usage and importance.

  • Commerce: add_to_cart, add_to_wishlist, begin_checkout, purchase (including revenue data).
  • Account: login, register, logout.
  • App: app_open, change_environment (in test builds).

3. Display Events

These are more granular than simple screen views. They trigger when specific content elements are rendered on the screen.

  • Rich Payload: Display events often contain detailed parameters, such as specific product title, prices, or tile information.
  • Impressions: Perfect for analyzing which teasers, banners, or product tiles were actually visible to the user.

Webview Tracking Bridge

Since parts of the checkout or CMS pages might run in a Webview, we ensure data consistency between the native app and the web content.

The Bridge

We provide a technical bridge that allows the Webview to communicate with the App SDK.

  • Firebase Events: Events triggered in the Webview (e.g., via Google Tag Manager) can be pushed to the native App SDK.
  • Setup Required: The specific “Bridge Tags” must be implemented in your Google Tag Manager container. We provide documentation and instructions for your tracking team upon request.
  • Context: This ensures that a purchase made in the Webview checkout is correctly attributed to the native app session.

Tag Control (Cookies)

To allow your Web Google Tag Manager (GTM) to recognize that it is running inside the app, we inject a specific Technical Cookie.

  • Usage: You can use this cookie as a trigger in GTM to fire specific app-tags or suppress web-tags.
  • Info: The cookie contains information about the Platform (iOS/Android) and the App Version.

Responsibility & Scope