PittaRosso
How to build a reliable, privacy-compliant tracking infrastructure that makes it possible to truly read online consumer behaviour
-
Retail
Fashion & Footwear
-
Services
TRACK Data · Data Strategy · GTM Server Side · Web Tracking · Data Governance
-
Year
2024-2025
-
View project
pittarosso.com
A growing retailer with fragmented data — and decisions that cost.
PittaRosso is one of Italy’s leading footwear and accessories retailers, with hundreds of physical stores and a growing e-commerce platform. When Digital Pills entered the project, PittaRosso’s digital data was formally present but operationally unreliable.
The transition from Universal Analytics to GA4 had left tracking items not correctly migrated. Events on the site were partial, poorly named or absent. Advertising platforms were receiving inaccurate conversion signals, with direct consequences on the optimisation algorithms of Meta, Google Ads and TikTok. The marketing team was making budget decisions based on data that did not reflect reality.
The problem was not technical in the strict sense. It was strategic: without clean, structured data, it is impossible to understand consumer behaviour, identify the causes of a conversion drop or allocate budget rationally.
Three sequential workstreams, built to last.
The project was structured across three distinct but connected phases, with a shared guiding principle: build the foundations first, then add value on top of them.
01 Data Strategy and tracking fix
Technical audit of the existing infrastructure on GA4 and GTM. Workshop with stakeholders to align business objectives to measurable KPIs. Redefinition of the tracking plan with unified naming convention, migration of UA events to GA4, implementation of the advanced dataLayer for 34 events across fixes and enhancements, QA and go-live. Platforms involved: GA4, GTM, Meta, Google Ads, TikTok, Bing, Klaviyo, SalesManago, Bantoa, Spotify, Stileo.
02 GTM Server Side on Google Cloud Platform
Design and implementation of a server-side tagging infrastructure on GCP Cloud Run, with a PittaRosso proprietary custom domain. Configuration of mixed data flows (client + server) for Meta and TikTok, server-only flow for GA4 and Google Ads. Enhanced Conversions and Conversion API configured for Meta and Google Ads. Server side reduces the impact of adblockers and increases control and quality of the data sent to advertising platforms.
03 Data Governance and audience activation
Configuration of the retention policy on GA4 raw data exported to BigQuery (25 months, GDPR-compliant). Definition and activation of custom behavioural audiences (high-value users, discount-period-only buyers, high average basket inactive users, children’s category, sport) sent experimentally to Google Ads and Meta for targeted remarketing.
A data collection ecosystem designed to be proprietary, privacy-compliant and scalable.
PittaRosso’s final architecture includes two GTM containers (client-side and server-side) operating in coordination, a proprietary server on Google Cloud Run (region: europe-west4) that intercepts data before it reaches the final platforms, a raw data export to BigQuery (region: europe-west1) with automated retention configured, and Iubenda as the CMP for consent management according to Consent Mode V2.
The choice to maintain a GCP architecture is not purely technical — it is a governance decision. All data remains in European infrastructure, under PittaRosso’s direct control. The proprietary server allows data to be enriched, filtered or anonymised before it reaches Meta or Google — a guarantee that client-side tracking cannot offer.
A Data Infrastructure That Enables Marketing and Analytics
10+ integrated platforms across advertising, CRM, and marketing automation, including Meta, Google Ads, TikTok, Bing, Klaviyo, SalesManago, Spotify, Stileo, and Criteo.
34 tracking events implemented and optimized, covering the migration from Universal Analytics to GA4 and the development of an advanced data layer for ecommerce analytics.
7 behavioral audiences activated and synchronized with Google Ads and Meta to support remarketing initiatives and campaign personalization strategies.
Three concrete advantages for the business.
-
Reliable data for advertising campaigns.
Advertising platforms receive accurate and deduplicated conversion signals. Meta and Google Ads optimisation algorithms work on correct data, with a direct impact on the quality of automated budget optimisation.
-
Behavioural visibility for the marketing team.
The advanced dataLayer enables analyses that were previously impossible: size availability by product and brand, conversion rate by list and position, LTV per purchase session, user behaviour on the PDP including sold-out size warnings. The analysis of the Easter 2026 CR drop — based on this data — identified that 48% of viewed products had over 50% of their sizes missing, versus 22% the previous year: an operational piece of information that could not have been obtained without advanced tracking infrastructure.
-
Control and long-term scalability.
The server-side infrastructure is proprietary and hosted in Europe. PittaRosso has full control over data before it reaches third parties, with governance ensured by a GDPR-compliant retention policy on BigQuery (25 months) and the technical documentation required for autonomous maintenance. GCP is already positioned to become the central data hub for all of the brand’s digital data.
Your decisions are only as good as the data behind them.
If your tracking is incomplete, your data is fragmented, or your advertising platforms are receiving inaccurate signals, you’re optimizing campaigns and investments based on a partial view of reality.
Together, we can assess the current state of your data infrastructure and identify the priorities needed to make it reliable, scalable, and actionable.