Kvalitní fotky is a Czech family-owned company from Pelhřimov that has been living photography for more than 20 years. They started with traditional film processing, later moved into digital photography, and today they are one of the top players in the photo products industry.
Every photo, canvas, or photo book goes through the hands of their team multiple times — from material selection to final printing. Precision and personal approach always come first. Thanks to this, they’ve built long-term relationships with professional photographers who expect absolute quality and reliability from their suppliers.
But it’s not only professionals who rely on their products. Amateur photographers and families also use Kvalitní fotky to preserve memories in printed photos, photo books, or wall art. Their products contain no logos, everything is produced in-house, and the company constantly comes up with new ideas — from handmade photo book covers to special photo canvas editions.
Kvalitní fotky is not just a printing company. They are a partner who understands that every photo carries a story, emotions, and memories — which is why the final result always has to be perfect.
“The cooperation is highly professional. Very friendly atmosphere, deadlines are respected, and the level of expertise of individual consultants is something that is not very common among agencies. At Archetix, the bar is set very high.”
Jindřich Štěrba, Owner of Kvalitní fotky s.r.o.
Initial Situation and Client Needs
When Kvalitní fotky approached us, their website looked functional at first glance — customers could place orders and use the online editor. But from a web analytics perspective, almost nothing was in place.
Google Tag Manager was nearly empty, Google Analytics 4 tracked only a minimum of user interactions, and although there was a draft of a data layer with a solid concept behind it, the developers struggled with implementation. Server-side tracking and deeper integration with the Ecomail platform were also missing.
As a result, the client basically didn’t know where customers were coming from, what they were doing on the website, or what was actually generating revenue. They couldn’t properly analyze registrations and purchases from different perspectives (campaigns, time between registration and order, etc.). There was simply nobody taking care of analytics and data — and that was a missed opportunity. Kvalitní fotky realized this and decided to act.
One of the more unique challenges of the project was the nature of the business itself. Compared to a standard e-commerce store, the customer journey here is much longer. For example, with photo books, the time between landing on the website, registration, and the actual purchase can easily take several days. During this time, users create personalized products from their photos for friends and family, so standard remarketing alone wasn’t enough to cover the whole journey.
Our goal was to build a complete analytics infrastructure that would be clear, reliable, and usable for both marketing and business decisions.
Illustrative image: an example report showing the purchase funnel and the number of orders over time
How We Approached the Project
Fresh Start with GTM and GA4
The first step was an analytics audit as part of our onboarding process. We cleaned up the original setup and essentially started from scratch.
We unified the Google Tag Manager setup, removed old and broken tags, and introduced a clear structure based on business priorities. We applied the same approach to Google Analytics 4, where we redefined events, goals, and the overall tracking setup to truly match the client’s needs.
- GTM: full cleanup, structure, and tag prioritization
- GA4: new events and goals, transparent measurement setup
The result was one functional and logical system without chaos.
Data Layer and Global Mapping
As with all our clients, the data layer design was adapted to the client’s business priorities and development capacities. To speed up deployment, part of the tracking was solved using CSS selector mapping, and where that wasn’t possible, we created a simplified version of the data layer.
Kvalitní fotky also had another specific challenge — multiple systems working with products across different stages of the purchase journey. This caused inconsistencies in product information. We therefore created global mapping for product IDs and product names, which unified product data across the website.
This finally brought order into the data and gave us a stable foundation for future development. We also extracted as much information as possible from the PrintBox platform, which powers the online photo book editor.
Advertising Platforms and Campaign Performance Improvements
Once we were confident that the data quality was reliable, we connected it to advertising platforms.
Together with the ADEO agency, which manages campaigns for the client, we implemented dynamic remarketing in Google Ads, enriched Facebook Ads with advanced events and measurement, and completed missing tracking in Sklik.
A lot of attention was dedicated to connecting specific feed products with dynamic remarketing events — from product detail views, through product type selection, all the way to purchase.
This gave the client the ability to effectively target audiences, run remarketing campaigns, and most importantly, properly measure advertising ROI.
Another major analytics upgrade was implementing Facebook CAPI server-side tracking.
An important part of the project was also splitting conversions in Google Ads and Facebook Ads into B2B and B2C categories. This allowed campaigns to be managed much more effectively. We created multiple secondary conversions and audience segments that improved remarketing and also enhanced audience signals for PMAX campaigns.
Especially during peak season, conversion segmentation proved to be a key budget optimization tool.
Email Automation with Ecomail
We also made significant progress in email marketing.
This wasn’t only about implementing tracking, but also about advanced functionality directly inside Ecomail. We helped configure automations, added custom events and segmentation, and connected Ecomail with server-side tracking so that events and data could flow reliably without data loss.
Together with the ADEO specialist team, we successfully launched automations such as:
- abandoned project flows
- viewed products automation
- special offers for photographers
- user activity identification based on the number of uploaded photos
As a result, email marketing evolved from basic newsletter sending into a sophisticated channel with clearly measurable results.
Cookie Banner and Legal Compliance
Part of the cooperation also included cookie banner consultation. The banner was already implemented but needed adjustments in behavior and logic.
Together, we ensured that it worked correctly, complied with legislation, and at the same time did not unnecessarily block tracking.
PrintBox Online Photo Editor
A specific challenge was the integrated PrintBox photo editor.
As a third-party technology, this part of the website has its own specifics, but at the same time it represents a key source of user behavior data. During a series of workshops, we worked with the client to define what should actually be measured inside the editor and how the data could later be used for project and campaign optimization.
We prepared documentation, designed specific metrics, and mapped the whole editor environment.
Today, the client has a clear overview of which features users interact with and how this behavior impacts orders. We also helped advertising systems translate these non-standard interactions into standard events so that algorithms could learn similarly to a classic e-commerce environment.
Our goal was to create standardized processes and regular maintenance routines that ensure long-term measurement accuracy and readiness for future changes.
Thanks to this, the company now has full control over data across its entire digital ecosystem.
“We are not a standard e-shop that simply packs and ships products. Customers need to do much more before placing an order. Together, we discovered bugs inside our editor that negatively affected customer purchase behavior. At the same time, we started tracking customer movement and behavior on the website in detail, based on which we implemented email automations that positively influenced the entire customer journey.”
Jakub Dvořák, COO of Kvalitní fotky s.r.o.
Reports for Effective Marketing Decisions
An important part of the cooperation is a set of comprehensive reports combining data from advertising platforms, internal systems, GA4, and BigQuery.
Besides simpler performance dashboards, the reporting also includes advanced reports focused on customers, orders, and purchase funnels.
These insights make it possible to effectively analyze individual marketing channels and evaluate customers not only from a traffic perspective, but mainly from the perspective of long-term value, time-to-purchase, or segmentation into B2B and B2C.
The outputs are not just tables — they serve as the foundation for marketing analysis and business decision-making. The goal is to make decision-making faster, more efficient, and based on reliable data.
Reporting will continue to be developed in the coming years and is closely connected to regular analytics workshops where we review and improve reports together with the client.
“The cooperation helped us better understand our campaign setup and real business data, especially during peak season when it’s necessary to react quickly and flexibly to changes. Thanks to Archetix, we also gained a transparent reporting system that helps us evaluate performance and implement adjustments when needed.”
Jindřich Štěrba, Owner of Kvalitní fotky s.r.o.
What the Client Gained
At the beginning, customer analytics and user behavior tracking were hidden directly inside the website administration and difficult to work with.
There were no customizable reports, no visualizations, and no historical trend tracking. The existing reporting reflected the core business logic of the project but didn’t support marketing or UX-focused analysis.
Today, Kvalitní fotky has a complete analytics ecosystem (tracking + reporting) that:
- provides clean and unified data
- connects advertising platforms (Google Ads, Facebook Ads, Sklik)
- supports sophisticated email marketing and user reactivation in Ecomail
- works in compliance with cookie regulations and legislation
- supports project completion rates
- tracks specific features such as the online photo editor
Thanks to this, the client can make decisions based on data instead of assumptions — whether in marketing, sales, or product development.
Conclusion
Today, Kvalitní fotky has a complete data infrastructure that delivers real business results and supports company growth.
With data available in just a few clicks, they can easily keep up with competitors and react faster to market changes. The analytics ecosystem also made it possible to define new KPIs that can now be monitored daily instead of relying on ad hoc Excel reporting as in the past.
The entire solution is built on scalable platforms such as Google Cloud and Keboola, which we continuously maintain and improve for the client.
And that is exactly the role of Archetix — turning data chaos into a system that works, generates revenue, and makes sense.
Don’t build a website only for looks, but also for performance. Just like we did for Kvalitní fotky, we can build your analytics setup from the ground up. Schedule a free, non-binding consultation with us.