The client, a leading biotechnology company, is an eCommerce-based business that sells DNA synthesis supplies and tools.
Although the client was using Google Tag Manager (GTM) to manage data collection for Universal Analytics and several other tools, they sought an expert to help them migrate to GA4 and improve their general data collection and reporting practices.
An added challenge was the fact that the client's eCommerce business was spread across two different domains with different data layer structures.
- A full audit of the client’s existing data layer and tags
- Implementation of GA4 tags, including the full eCommerce event suite, custom events, custom dimensions, and more
- Consolidation of the GTM containers used across the client’s multiple domains
- Consent Mode implementation using GTM and Cookie Control
- Implementation and cleanup of 3rd-party tracking pixels, including Google Ads, Meta Ads, LinkedIn, Twitter, and more
- Centralized reporting dashboard for GA4, Google Ads, and Google Search Console in Looker Studio
- Data layer reference documentation for the client development team
- GTM configuration of all tags, triggers, and variables
- Testing & data validation
- Looker Studio dashboard design and construction
Avatria’s work enhanced the client’s data collection in GA4, unlocking improved reporting capabilities. Added custom events allow for unique feedback on customer behavior, while the custom parameters added provide a deeper level of insight about both existing and custom events.
On top of this, the Looker Studio dashboard and monthly reports we provide ensure that the data isn’t just being collected, it’s actively leading to actionable lessons, further research, and added tracking opportunities. The most valuable part of an analytics practice is utilizing your data to improve your marketing and customer experience, and this is where the client separates itself.
