Client Overview
Client Bio
This brand is a leading online retailer offering high-quality, made-to-measure products to enhance home interiors.
Client Challenges
The brand's issues were wide-ranging, spanning from inconsistencies in item-level data tracking to reporting duplicate purchase events, both of which disrupted accurate e-commerce reporting and hindered actionable insights.
Our Solution
Measure Marketing Pro collaborated closely with the brand's marketing, development, and operations teams to overhaul the current e-commerce tracking. Our comprehensive approach involved implementing standardized tracking protocols for GA4, resolving data inconsistencies/errors, and ensuring accuracy of measurement across the entire ecommerce funnel. The final result was a reliable analytics framework that empowered the brand to make confident, data-driven decisions and optimize their marketing strategy.
Project Objectives
Here's how we tackled this project...
Step 1: Audit
We conducted a comprehensive audit of the existing GA4 setup to identify opportunities, inconsistencies, and errors in ecommerce tracking. This included analyzing item-level data, event tracking, and attribution measurements to pinpoint areas needing improvement.
Step 2: Implement Standardized Measurement
Using insights from the audit, we worked with the internal dev team to create new & improved dataLayer pushes. These updates ensured accurate data capture and alignment with GA4’s ecommerce tracking standards, resolving key issues like duplicate events and inconsistent item data.
Step 3: Implement Customizations
Marketing & sales wanted deeper insights into user behavior, including which customers were opting into protection plans during checkout and which product dimensions were most popular. To address these needs, we implemented custom event-level and item-level dimensions, enabling the collection of detailed data for advanced analysis & audience segmentation.
Step 3: Verify
After implementation, we rigorously tested and verified the tracking setup to ensure accuracy and reliability. This step included cross-referencing reported data in GA4 with back-end data such as order logs to confirm that all events and metrics were functioning as intended.
Step 4: Educate
To empower internal teams, we provided tailored training and documentation on the updated tracking system. This ensured their marketing, sales, and operations teams could confidently interpret the data and maintain the system moving forward.
Rebecca (Zinn) Smith
Senior VP of Marketing & Strategy @ Electric Kite
''MMP provides our agency with exceptional expertise for analytics projects, outstanding communication, and fast turn-arounds. We've worked on numerous projects together, and MMP exceeds our expectations every time.''