Case: Apotek Hjärtat

A Trusted Partner for Analytics and Tracking at Apotek Hjärtat

Apotek Hjärtat is one of Sweden’s largest online pharmacies. With a wide range of products from over-the-counter medicine to more sensitive categories, it’s important that data is collected and handled in a secure and compliant way. Having a reliable partner for guidance and implementation is a critical success factor for Apotek Hjärtat.

Ensuring Compliance and Control with Google Tag Manager Server-side

Ctrl Digital has supported Apotek Hjärtat in aligning their data collection practices with both internal policies and external regulations. By implementing Server-side Google Tag Manager, we’ve enabled a setup that gives Apotek Hjärtat more control over how data is collected, processed, and shared across platforms.

This setup accommodates the varying requirements for different product categories, particularly in terms of how closely data can be linked to individual users, while maintaining the flexibility needed for robust analysis.

In a typical client-side tracking setup, data points are often shared by default with external platforms, limiting control. With a server-side configuration, we can define exactly which data points are forwarded to each platform and transform them as needed. For instance, it’s possible to send complete datasets to an analytics platform while restricting what is shared with marketing systems. This approach enhances both compliance and business flexibility by allowing tailored data governance per destination.

Better Insights Through Structured Data in BigQuery

To increase the value of Apotek Hjärtat’s digital analytics, we’ve worked together to structure their data in BigQuery. Given the limitations of the standard Google Analytics 4 interface, particularly for complex e-commerce setups, we collaborated to enable deeper analysis of the customer journey. This includes understanding how different customer segments interact with product categories and how returning users behave over time.

Together, we’ve also implemented structured, analysis-ready tables using Dataform. This setup supports their analysts in working more efficiently, whether conducting ad-hoc exploration or developing real-time dashboards to inform business decisions.

Supporting Growth and Continuous Development

Apotek Hjärtat is continuously developing its e-commerce platform, and we’re glad to be part of that work. We support them with tracking, data protection, and analytics – always with a focus on clear structure and long-term trust.

“In an industry as strictly regulated as the pharmacy sector, it’s crucial that we comply with all applicable rules. Ctrl Digital has supported and guided us forward with warmth and professionalism.” — Sandra Eklund, Head of Customer Experience, Apotek Hjärtat

Need a Reliable Partner for Your Digital Data?

We help companies take control of their digital tracking, in a secure, efficient, and business-focused way. Whether you need support with tracking, GTM server-side, BigQuery, or privacy guidance, we’re here to help.

Get in touch if you want to learn more.