Analytics BiA Studio

BiA Studio’s portfolio presents different areas of the practice’s expertise. A person browsing projects may be looking for inspiration, checking the team’s experience in a particular type of investment or considering working together. Measurement had to account for actions with different meanings along that path.

The important part was separating interest in specific projects, attempts to make contact and a submitted enquiry. Each of these signals answers a different question about user behaviour and needs to be interpreted separately.

We connected portfolio measurement with project selection and category filtering. Clicking a project passes its identifier, while selecting a filter passes the category of interest. Events also include information about the type of page where the interaction occurred. This makes it possible to relate analysis to specific parts of BiA Studio’s work and website.

We separately configured clicks on the phone number, email address and a selected route to the contact page. The form received measurement for the start of interaction, errors and confirmed submission. The enquiry event was tied to the form’s successful-send message. We also added event identifiers and safeguards against sending the same signal to the analytics tools more than once.

We mirrored the same key actions in GA4 and Microsoft Clarity using shared event naming. This makes it possible to combine event analysis with observation of how people use the website. We also covered the site search, including recognition of searches with no results - useful when assessing what information visitors are looking for.