The Management of Information Technologies of the City of Pilsen (SITMP) manages a large ecosystem of public administration websites and online citizen services. Each website serves a different purpose and has its own specific functionality.
The goal of the cooperation was to build a unified, sustainable, and secure analytics system across 16 websites, create meaningful reporting for both operations and management, and hand over the entire project in a way that would remain maintainable internally in the long term.
At the same time, this was a public sector environment, where it was essential for tracking to fully comply with legislation — including proper integration between Google Tag Manager, cookie consent banners, and consent management.
Initial Situation
The project faced several key challenges from the start:
- Tracking needed to be unified across multiple websites while still preserving measurements specific to the function of each website.
- It was necessary to create a clear structure of accounts and permissions for different user roles (management, editors, IT support, regular report users).
- Some websites required a qualitative UX-focused view of user behavior, making Microsoft Clarity a suitable solution.
- The main deliverable was not supposed to be “just tracking,” but practical reporting and documentation that the SITMP team could actually work with.
Step-by-Step Solution
Creating GTM Implementation Documentation
We first prepared unified technical documentation for implementing Google Tag Manager across individual websites, including the correct scripts and container identifiers.
This documentation serves as a methodology guideline that can also be reused for future projects managed by SITMP.
For SITMP, this meant:
- minimizing implementation errors
- faster deployment across multiple websites
- a consistent and repeatable standard for future modifications or new websites
- reduced dependency on specific individuals, because the documentation acts as the “single source of truth”
Creating GTM, GA4, and Looker Studio Structures
We designed the analytics account structure to reflect SITMP’s real operational needs: one main framework combined with individual services/web streams and corresponding GTM containers.
A strong focus was placed on transparent access management and role separation between managerial and operational responsibilities.
Key priorities included:
- a clear structure for long-term scalability without account chaos
- easier auditability
- transparent analytics governance suitable for a public administration organization
Tracking Setup for Individual Websites
We implemented a unified measurement framework across the entire ecosystem and added website-specific tracking depending on each site’s priorities.
This included tracking for:
- content engagement and article readership
- important clicks and interactions
- file downloads
- contact and form interactions
- video engagement
- outbound link clicks
The setup was also integrated with the cookie consent banner to ensure data collection respected user consent settings.
Added value for SITMP:
- data became comparable across websites while still respecting the different purposes of each platform
- tracking went beyond simple traffic metrics and focused on real user behavior
- compliance with privacy and consent requirements — especially important in the public sector
- lower risk of “silent failures” where tracking breaks unnoticed after website updates
Microsoft Clarity Implementation
On selected websites, we implemented Microsoft Clarity to provide a qualitative UX perspective through heatmaps, session recordings, and identification of problematic areas.
For department managers in particular, Clarity provided valuable insight into the behavior of target user groups and enabled optimization of both individual projects and the portfolio of offered services.
Clarity helps SITMP:
- identify UX and content barriers faster
- uncover issues that standard GA4 metrics often cannot reveal
- support decisions related to website structure, navigation, and key UI elements
- improve citizen services by reducing friction and increasing completed actions
Illustrative image: Microsoft Clarity overviews – User overview and Insights
Creating Looker Studio Reports
Using GA4 data, we built a set of transparent Looker Studio dashboards for individual websites.
The reports were designed consistently across projects to ensure easy orientation, while still reflecting the unique functionality of each website.
Added value for SITMP:
- understandable reporting for non-technical users (marketing specialists, content managers, department directors) without needing GA4 expertise
- quick overview of what works: most-read content, traffic sources, user engagement, and key interactions
- ability to compare trends over time and react quickly to changes such as seasonality, campaigns, or important updates
Illustrative image: a report showing article readership, newsletter sign-ups and ticket purchases
Creating Documentation (Operational + Management)
The final delivery also included extensive documentation divided into two layers:
Operational Documentation
For everyday work:
- roles and permissions
- how to work with reports
- explanations of events and metrics
- data limitations
- tool integrations and dependencies
Management Documentation
Designed as a quick navigation and decision-making guide for leadership:
- monthly and yearly overviews
- key KPIs to monitor
- guidance on how to use data for decision-making
As a result, the reports no longer function as a “black box.” Everyone understands what the numbers mean and how to use them.
This significantly simplifies onboarding for new employees and reduces dependency on external vendors.
The management layer also enables the organization to manage its portfolio of websites based on trends and data instead of assumptions.
Training and Project Handover
After implementation, we delivered the project together with training sessions and operational recommendations covering:
- report usage
- basic data interpretation
- access management maintenance
- risks related to website changes or cookie management updates
Thanks to this, the internal SITMP team gained the competence to work with reports and interpret data independently, without relying on an external supplier.
The result is a clearly defined system and processes built for long-term sustainability, enabling faster reactions to website-related changes such as:
- content updates
- new features
- cookie banner modifications
- redesigns
- future platform development
Results of the Cooperation
- All 16 websites now have functional and consistent GA4 tracking implemented through GTM.
- Every website includes tracking for relevant interactions such as article readership, file downloads, clicks on important elements, and contact actions.
- Selected websites were enriched with Microsoft Clarity for deeper user behavior analysis.
- Transparent Looker Studio reports were created, together with two layers of documentation (user-focused and management-focused).
- Training and project handover ensured long-term sustainability of the analytics and reporting setup.
If, like SITMP, you struggle with analytics across multiple websites and are losing visibility in a complex ecosystem, feel free to contact us.