Sessions
124K
+21.4%
E-commerce
E-commerce
Analytics Audit
A comprehensive analytics and tracking audit for a large online electronics retailer.
Conversion Rate
2.91%
+18.7%
Revenue
$189K
+31.8%
Transactions
3.72K
+24.6%
The Problem
The company could not determine which marketing channels were driving qualified buyers and revenue. Without reliable data, it was impossible to identify wasted spend, compare campaign performance, or reallocate the budget to the channels delivering the highest return.
My Approach
- Audit of the existing analytics setup
- Data quality assessment and issue identification
- Implementation of accurate tracking in GA4 and GTM
- Implementation of e-commerce events and parameters
- Testing, validation, and documentation
Tools
Google
Analytics 4
Analytics 4
Google
Tag Manager
Tag Manager
Looker
Studio
Studio
BigQuery
Hotjar
Microsoft
Clarity
Clarity
Key Findings
41%
of events were either not tracked or tracked incorrectly
23%
of transactions were lost due to tracking configuration errors
19%
of traffic was attributed to incorrect sources and channels
7%
of users dropped off at the cart-view stage
Missing
key parameters required to analyze products and campaigns
Results and Impact
Conversion Rate
2.91%
+18.7%
Before
After
Revenue
$189K
+31.8%
Before
After
Transactions
3.72K
+24.6%
Before
After
Data Accuracy
95%
(+63%)
95%
Data accuracy increased from 32% to 95%
Conclusions
The business was able to stop spending on channels that did not generate sales and reallocate its budget to the most profitable campaigns. The team gained a clear understanding of where qualified buyers came from, which products and advertising activities generated revenue, and where potential orders were being lost. This helped improve marketing returns, reduce customer acquisition costs, and scale sales based on actual business outcomes rather than clicks and visits.
- ✓Accurate data for decision-making
- ✓Growth in conversions and revenue
- ✓Transparent analytics across all channels
- ✓A scalable and maintainable system
We now know exactly what is happening on the website and which channels bring in customers. This has helped us increase revenue and optimize our marketing budget.
Alexander K.
Head of Marketing
