Education, Tracking, Reporting, Insights – A Full Cycle Project

Merkle | Periscopix teamed up with Imperial War Museums London branch to help website content creators understand how users were engaging with interactive page content via Google Analytics Event tracking, reporting/insights dashboards and training tailored to the data and stakeholders.

STEM, Imperial War Museums, and Merkle | Periscopix

In partnership with Boeing and linked to the GCSE syllabus looking at the Nature of Warfare, Imperial War Museums created an interactive digital resource to bring the opportunity to learn about STEM (Science, Technology, Engineering, Mathematics) subjects to a wider audience.

Assets from the IWM collection were used to explore the history of the design and development of the legendary B-29 bomber, answering the question: How did the B-29 Superfortress become the most advanced bomber of the Second World War? (hint: !)


In a nutshell, the project objectives were three-fold:

  1. Implement Google Analytics Event tracking (via Google Tag Manager).
  2. Deliver simple, informative reporting dashboards.
  3. Provide training to empower and enable an understanding around the data.


As with all projects, time was a limiting factor. On a strictly limited budget, a major challenge was how we could maximise the effectiveness of our support time: how to balance this budget between implementation, creation of dashboards, and training.

The first step was to scope out what elements on the page needed to be tracked and subsequently from our perspective, the implementation required to support this. It was crucial to understand how users were interacting with content on the page; this was achieved via Event tracking in Google Tag Manager which meant that everything could be actioned without the need for site developers to implement any code.

The GA training was approached in a similar way; firstly, we scoped out who would be using the data for insights and their current level of GA experience. Armed with that understanding, we invited IWM to attend an interactive training session where we ran through key reports, where to find and how to use the new tracking data.

IWM also use Hot Jar and we demonstrated in depth how they could fully utilise the tool to supplement this Google Analytics tracking with additional qualitative insights & data. 


The implementation of Google Analytics Event tracking gave IWM the ability to track & quantify downloads for Powerpoints, PDFs, Images and YouTube video plays. For each type of download, they could see which was most popular. 

Resources Downloads – Learning Pages

Similarly, they were able to track (and begin to understand) impact of changes made to website/resources meaning they could quickly respond to changes that need to be made to optimise the learning resources.

Scroll Depth Interaction – Learning Pages

Lastly, GA data was used to triangulate/compare with data from other platforms such as TES Resources & YouTube Playlists, and also combined with user testing and evaluation to give a fuller picture of how the digital learning resources were being used and what their target audience wanted.

YouTube Interactions – Learning Pages

Quote from the Client

“The key thing for us was to ensure that we were able to collect the right data to inform the production of this new digital learning STEM resource, and be in a position where we could then understand and use this data. Findings from GA looking at previous Digital Learning Resources were used to inform the development of the STEM resource itself and help us identify the kind of data we wanted to track on the new STEM interactive resource. We gained a greater understanding of how both teachers and website visitors use the Digital Learning Resources on our website. For example, we experimented with titles looking at the data before and after the changes. Simplifying one title saw a 60% increase in users in one month.”

Katharine Alston, Content Producer, Imperial War Museums

Download Case Study

Click on the image below to download the Imperial War Museums case study.

Click here to download