Throughline had significant challenges related to its website tracking. They heavily relied on Universal Analytics to monitor and measure user interactions on their website. However, with the upcoming changes to Google Analytics, they faced the risk of losing visibility into these crucial interactions. This loss of data and insights could have a detrimental impact on their ability to understand user behaviour, optimise their website, and make informed business decisions. They also wouldn't be able to give data to their partners on how their service was performing. Realising the importance of maintaining comprehensive tracking capabilities, Throughline sought the assistance of Data Story to help them navigate the impending Google Analytics changes and find suitable alternatives to ensure continued visibility into user interactions on their website.