How we helped Sulekha to increase data collection accuracy & speed by 30%


Client Background

Sulekha’s business model is to provide a platform to the users looking for services in 200+ different categories (including home/office services, coaching/training, lifestyle & property/rentals, etc.) and to businesses which offer these services to the end users. Apart from India, where Sulekha is a strong leader in services, it also operates in USA, Canada, UK and UAE markets to serve Non-resident Indians.


Data accuracy and faster implementation were key challenges in Sulekha’s analytics project due to its wide range of services to different markets spread across 7-8 digital properties. And another challenge was that it required close communication between teams for implementation status.

Approach to Solution & Results

Sulekha used the DataLayer Tool developed by Tatvic Analytics Private Limited which solved all of these problems almost immediately. The DataLayer Tool makes it simpler for different stakeholders like Analytics team, developers, testers and admins to co-ordinate various implementation related activities.

DLT offers an easy way to create a tracking requirement for managers & provides the exact snippets to be pushed on the web/app to respective developers via email. Additionally, it also keeps a track of overall implementation workflow & status which makes it easier for managers to handle roadblocks. DLT tool also provided an automated way to configure GTM tags for Sulekha which reduced manual work & improved data collection accuracy by 30%

Being one of the best local services marketplace in India, Sulekha aims to provide their users an outstanding experience which will help them make confident decisions by evaluating available services. The DataLayer Tool was a crucial tool which helped us increase the speed & accuracy of data collection process by 30%. It is a must for someone who is looking for enterprise-level analytics implementations.

Vijay Anand, Vice President, Strategy & Analytics, Sulekha

Development of Data Layer Tool

The DataLayer Tool is designed in PHP & MySQL and it utilizes Google Analytics 360 Management API & Google Tag Manager 360 API to interact with clients’ GA & GTM Account. By this it performs different operations automatically such as creating variables, triggers, tags & various GA configurations. Additionally, it keeps a track of each dataLayer status as Created, Implemented, Tested and Tags Created. DLT has an inherent capability of connecting DataLayer variables with GTM variables, and GTM variables with Google Analytics Dimensions & Metrics. The DataLayer screen contains page-wise dataLayer to be implemented by the developer and a ready-made snippet to be pushed in to the code. DLT has been integrated with Mandrill API to send out status or snippet emails to the relevant stakeholders.

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