Data strategy & GA 360 implementation for Wirtualna Polska Group

Grupa Wirtualna Polska Holding is one of the largest group operating both in digital media and e‑commerce business. The WP group includes such websites as the horizontal websites WP.PL and O2.PL, thematic websites:,, or

Wirtualna Polska Holding’s websites and applications recorded 22.3 million users (Real Users) in March 2020, over 4 billion page views, and the itself – 18.5 million users and 2.8 billion page views (according to Gemius/PBI study).


Implementing a common measurement system for 66 websites, which are divided into 18 product lines (including content pages, video players, forums and mobile applications) was the biggest challenge. Different types of sites (articles, galleries, forums, videos) on which we want to measure specific parameters and user interactions to compare websites with each other.


Involvement of several people (experienced web analysts and project managers). More than 20 months of work (audits, creation of implementation strategy, dataLayer projects, implementation, configuration and multiple Google Analytics 360 tests).

Results & benefits

Over 120 non-standard dimensions and 250 views in GA (for each service, product line and Roll-up). A clear and coherent system that helps to select the most interesting content on the website and make better business decisions both at the level of one editor, product line and the entire media area. Visualizations that show the flow between the websites, shopping funnels, behavioral patterns and the place of the website where it is left.