The UPS Store

The Challenge

The UPS Store operates one of the largest franchise networks in North America—with thousands of local store pages and dozens of national and vertical-specific service pages. But their measurement tools were fragmented, outdated, and inconsistent across their digital properties.

Specific challenges included:

• Redundant and unstructured tags across Google Tag Manager containers
• Disconnected or duplicated Google Analytics properties
• Lack of standardized event tracking for key interactions (print services, find-a-store, mobile usage)
• Inconsistent performance reporting across national campaigns and franchise activity
• Limited visibility into how customers interact with localized service pages

The Approach

Comprehensive Audit & Cleanup

Scandia conducted a full audit of The UPS Store’s Google Tag Manager containers, Analytics properties, and Search Console configuration. We identified tracking gaps, redundant tags, legacy events, and SEO blind spots.

We then implemented:

• A streamlined tagging structure for GTM across corporate and franchise layers
• Unified Google Analytics property configuration, with cross-domain support and ecommerce tracking
• Consistent event tracking schemas for button clicks, form interactions, mobile behavior, and service interest
• Google Search Console cleanup and mapping to align properties and track keyword-level performance

KPI Framework & Reporting

To bring all the data together, we built a scalable KPI framework with visual dashboards tracking:

• Page engagement by service type (print, mailbox, shipping)
• Conversion funnel interactions (start quote, find location, print request)
• Local search visibility and performance trends
• Top content, drop-offs, and cross-device usage behavior

The Solution

The UPS Store now has a cohesive measurement foundation for all its digital properties—from the national brand site to thousands of local store pages and retail service subdomains.

Key results include:

• Cleaned and documented tag architecture across GTM containers
• Consistent KPI tracking that supports campaign insights and trend reporting
• Fully unified Google Analytics views, simplifying access and standardizing benchmarks
• Improved SEO oversight through properly linked and validated Search Console accounts
• Scalable event tracking that supports cross-site analysis and campaign-specific tagging

These upgrades gave The UPS Store marketing and analytics teams the confidence and visibility they need to act on performance trends in real time.