Delivering trusted GA4 data for F1® Arcade

F1® Arcade  is a unique hospitality and entertainment brand bringing the excitement of Formula 1 to city centres through competitive racing simulators, vibrant watch parties, and premium food and drink experiences. With venues across the UK and US, the brand offers immersive gaming, live race screenings, group bookings, and gift card services. As the business expands globally, ensuring scalable and consistent digital analytics has become critical to support marketing, operations, and customer engagement.

With a rapidly expanding business across the UK and internationally, the team had limited internal capacity to manage GA4 and media tracking. With multiple third-party platforms and limited in-house resource to focus on implementation or usage, they faced challenges in ensuring reliable data across locations. Their existing setup couldn't support campaign measurement, regional analysis, or future growth to the extent that they required. 

We designed a robust, scalable tracking framework powered by a clean and consistent data layer across all web platforms. Using a dynamic, centralised Google Tag Manager setup, we enabled efficient tagging management for new and existing venues. 

We implemented advanced custom dimensions and granular booking journey tracking to capture actionable insights. The setup was built with scale and future data integration in mind. We also implemented advanced Consent Mode and created Looker Studio dashboards to support day-to-day reporting.

F1 Arcade now benefits from consistent, high-quality data across all venues. Teams can analyse performance confidently, support marketing and experimentation, and launch new locations without tracking gaps. We continue to provide tracking support, documentations and ongoing health monitoring.