Case studies

Ayudante Boosts Content Discovery on Media Prima’s Berita Harian with Homepage Summary Widget

Media Prima is a leading Malaysian media conglomerate operating major brands like TV3, NTV7, 8TV, and The New Straits Times. With a diverse portfolio spanning television, radio, digital media, and publishing, the company delivers a wide range of news, entertainment, and lifestyle content while driving digital innovation and audience engagement.

Project Overview

Media Prima introduced a floating summary widget on the  homepage of one of their news sites, Berita Harian (bharian.com.my), allowing users to scroll through article  summaries and click “Read More” to view the full content,  enhancing content discovery without leaving the homepage. 

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GOALS:  

  • Media Prima aims to understand how users interact with the  summary widget. 
  • Analyse which articles gain the most visibility and  engagement within the widget. 
  • Differentiate traffic sources between the widget and full article  pages. 
  • Measure downstream engagement actions such as “Read More” clicks, sharing, liking/disliking, and category interest.

Project Execution

APPROACH: ‍

Ayudante APAC partnered with Media Prima by recommending a  consolidated step-by-step implementation tracking plan using  Google Analytics 4 (GA4) and Google Tag Manager (GA4) through  the following steps: 

  1. Creating custom HTML tags in GTM to track widget-specific  interactions such as article views, “Dislike” button clicks, and  other CTAs for deeper insight. 
  2. Configuring GA4 to capture Custom Dimensions like Article  Titles, Positions, and Types for granular reporting. 
  3. Implementing internal tracking parameters on the “Read  More” buttons to distinguish widget-driven traffic from other  sources without relying on UTM tags. 
  4. Conducting thorough testing to ensure data accuracy and  readiness for deployment.

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Project Results

RESULTS ‍

This tracking setup enables Media Prima to:

  • Identify which articles attract the most attention within the  widget. 
  • Map user journeys from the summary widget to full article  engagement. 
  • Collect actionable engagement metrics including likes,  shares, and category interest to inform editorial and UX  decisions. 
  • Refine content strategies based on detailed widget and  article-level performance data.
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