Global audio brand puts 203 tags behind a release gate

Project Overview

Organization

Global Audio Brand

Industry

Lighting / Architectural Products

Challenge

A growing product catalogue relied on fragmented templates, manual content updates, and developer support for product, specification, and marketing pages.

Stack

4+ years overall; paid performance marketing as the primary focus for the last two. Results window: June 2025 to June 2026

Products / Services Used

CMS Development
Craft CMS Development
Craft Commerce
Custom Product Configuration
Website Development
Specification & PDF Tools

A high-end lighting manufacturer needed to move away from a fragmented system of static templates and manual updates.

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Their goal was a high-performance, public-facing platform that mirrored their Figma design system perfectly. It lets their team manage complex data without developer help. On the surface, the project looked like a standard brochure site. However, the underlying product data was incredibly complex.

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Mavlers Agency built a single Craft CMS-powered platform that keeps the front end faithful to the Figma designs while giving the client's team control over day-to-day publishing.

Performance Insights

Key results for the client

Adaptive Twig template powering every Light Fittings product, interior and exterior

Craft Commerce product types running through one catalogue structure

New front-end templates needed to launch a future product series or capability page

Client Objectives

The challenges the client faced

Talk to our team

Product pages needed different structures

Different lighting families required different order-code tables, specifications, filters, downloads, and related products. Building unique templates for every product family was unsustainable and expensive to maintain.

Product and content updates depended on developers

Editors couldn’t launch new product series or update marketing pages without code deployments and development support.

Complex order codes were difficult to manage

Interior and exterior products followed different SKU and order-code rules. Manual entry of order codes and specifications led to frequent errors and inconsistent branding.

The wider website needed flexibility without losing consistency

Projects, capabilities, resources, About pages, and marketing content needed different layouts while still sharing the same navigation, footer, components, and brand system.

Specification tools needed to work with the product catalogue

Users needed to filter products, configure options, shortlist SKUs, download files, and export product information without relying on a separate product database.

Mavlers Strategy

How we built the platform

Talk to our team

Data-driven product modeling

Instead of static pages, we modeled the business logic within Craft Commerce. We created separate product types for extrusions, drivers, and sensors, using a flexible field layout. This allowed us to use a single "Smart Template" in Twig that conditionally renders different columns, filters, and spec tables based on the product category.

Rule-based SKU generation

To eliminate manual errors, we built a custom engine that generates complex order codes (e.g., MDF64-MB-W-LT) based on predefined logic. Specifiers can now filter by CCT, CRI, or beam angle, and the system instantly provides the correct SKU and associated technical files.

Component-based design system

Using Figma as our source of truth, we developed a library of reusable Twig components. Whether it’s a "Project Gallery," a "Capability Band," or a "Technical Download Row," editors can drag and drop these elements to build new pages that stay 100% on-brand.

Integrated specifier tools

We streamlined the professional workflow by implementing:

Guest & Signed-in Shortlists: Allowing users to save products for specific projects.
On-the-fly PDF Generation: Dynamically creating branded datasheets and quote requests.
Global Asset Volumes: Centralized management for SVGs, Revit files, and 4K product imagery.

Results

What the client achieved

We move faster, optimize smarter, and help you outpace competitors with AI behind every move.

Organization

Global Audio Brand

Industry

Consumer Electronics - Global E-commerce

Services Used

Google Tag Manager, GA4, BigQuery, Stape, Cookiebot, Server-Side Tagging

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About

A global audio brand managed four Tag Manager containers containing 203 tags across multiple regional sites, alongside Cookiebot consent management. Frequent web releases could change what the tags saw, but analytics was not part of the release QA process. Tracking issues were therefore discovered weeks later through reporting rather than at release time.

Challenges

203 tags across four containers made the tracking estate difficult to validate manually.
Web releases were the most common cause of tracking breaks, but QA had no analytics check.
Product-page engagement and its relationship to purchases and forms could not be reported through standard GA4 views.
A regional newsletter form embedded from a marketing-automation platform required a separate message bridge for tracking.
The client was also preparing for a move to server-side tagging, increasing the need for a structured migration plan.

Goals

Catch tracking breaks as part of the release process rather than weeks later.
Create a scalable QA framework for a 203-tag, four-container tracking estate.
Connect product views with same-session purchases and form submissions.
Establish a phased path toward server-side tagging without disrupting revenue-critical signals.
Prioritize ad pixels ahead of the holiday season migration window.

Solution/Approach

Built a four-point analytics release checklist for web development and QA teams, with tracking verified before and after major releases.
Created a scheduled BigQuery model connecting product views with same-session purchase and form flags.
Developed origin-locked tracking code for the embedded newsletter form, which the client's team adapted and verified.
Inventoried all 203 tags and created a phased server-side migration plan with weekly milestones.
Prioritized revenue-critical ad pixels for the first migration phase ahead of the holiday season.

Results

203 tags inventoried across 4 Tag Manager containers.
4-point release checklist introduced for ongoing tracking QA.
Tracking breaks can be identified at release time rather than discovered through month-end reporting.
Product-to-purchase behaviour is available as a scheduled BigQuery query rather than a manual analysis.
A phased migration approach prioritizes ad pixels first, reducing the risk of moving the entire tracking estate at once.

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Global audio brand puts 203 tags behind a release gate

Project Overview

Key results for the client

The challenges the client faced

How we built the platform

What the client achieved

About

Challenges

Goals

Solution/Approach

Results

Results That Speak for Themselves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Is analytics part of your release QA?

Get in touch with us.

You’re all set!