Sesame Workshop Websites: Event Data Cleanup Strategy

Jellyfish, a digital marketing agency, was hired by Sesame Workshop to conduct an audit of the state of analytics for all the Sesame Workshop websites. One of the most frequent audit recommendations across websites was to restructure and rename the way website data in the form of events was being reported in GA 360 and migrate all website event tracking to Google Tag Manager for more accurate GA360 data reports.

This strategy doc covered what was wrong with the general website events (excluding game events) being reported, a proposed solution to clean up this data, and a timeline to implement the solutions proposed.