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BTA2177 - Analytics 360 with GA4 Properties

British Tourist Authority

This public procurement record has 2 releases in its history.

Award

27 Aug 2026 at 10:59

Award Notice
Award

05 Mar 2026 at 11:27

Award Notice
Summary of the contracting process

The British Tourist Authority, trading as VisitBritain and VisitEngland, procured web data analytics services for Analytics 360 with GA4 properties. The requirement is classified as data analysis services and supports analytics activity across the United Kingdom and overseas territories, the Channel Islands, Europe, the Isle of Man and the rest of the world. Delivery is linked to the buyer’s Birmingham address and may cover the buyer’s international digital presence. This is a services requirement rather than a supply of goods or construction work. Businesses with expertise in Google Analytics 4 properties, enterprise web measurement, digital data collection and analysis, and tourism or destination marketing analytics would find the subject matter most relevant.

The procurement is complete and was awarded through a selective call-off from the CCS G-Cloud 14 framework, using a direct award process under RM1557.14. The tender’s estimated value was £116,100 excluding any applicable taxes. Merkle received the award on 18 February 2026. One award record gives a value of £111,600 and a later award record gives £116,100, both for Merkle and the same contract period. The contract runs from 15 February 2026 to 29 February 2028. The tender submission deadline was 20 October 2025 at 5pm. The requirement was not identified as suitable for small or medium-sized enterprises or voluntary, community and social enterprises.

This award demonstrates established demand from VisitBritain and VisitEngland for enterprise web analytics centred on Analytics 360 and GA4 properties, with activity spanning domestic and international audiences. A credible future competitor would need demonstrable capability in GA4 implementation, analytics configuration, data governance, web tagging, measurement design, reporting and interpretation of digital performance data. Experience handling analytics for multiple markets, websites or territories would be relevant, as would the capacity to support an organisation with a broad international digital footprint. The chosen route was a G-Cloud framework call-off by direct award, so suppliers seeking similar work would need an appropriate framework position and a service offering that can be matched closely to the buyer’s defined requirement.

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Notice Information

Notice Title

BTA2177 - Analytics 360 with GA4 Properties

Notice Description

Web data analytics. Direct Award process via CCS G-Cloud 14 Framework. RM1557.14

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/76b742db-74e6-4f52-9073-30640bd42987
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Framework
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Call-off from a framework agreement
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

72 - IT services: consulting, software development, Internet and support

CPV Codes

72316000 - Data analysis services

Notice Value(s)

Tender Value
£116,100 £100K-£500K
Lots Value
Not specified
Awards Value
£227,700 £100K-£500K
Contracts Value
Not specified

Notice Dates

Publication Date
27 Aug 20262 weeks ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
18 Feb 20267 months ago
Contract Period
15 Feb 2026 - 29 Feb 2028 2-3 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Not Specified
Awards Status
Active
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
British Tourist Authority
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
BIRMINGHAM
Postcode
B2 4AJ
Postcode Area
Birmingham
Country
England
Major Region (ITL 1)
TLG West Midlands (England)
Basic Region (ITL 2)
TLG3 West Midlands
Small Region (ITL 3)
TLG31 Birmingham
Delivery Location
Not specified
Local Authority
Birmingham
Electoral Ward
Ladywood
Westminster Constituency
Birmingham Ladywood

Supplier Information

Number of Suppliers
1
Supplier Name

Merkle

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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