Our client, an online store specializing in baby and kids’ clothes, struggled to track conversions accurately and improve their marketing. They had data from many sources but found it inconsistent and difficult to use effectively.
They needed better tracking, data privacy compliance, and clear insights to guide their marketing decisions.
Task in Hand
Our job was to improve their tracking systems, maintain data privacy, and provide insights to optimize their marketing strategies.
Approach
1. Google Analytics Audit
We began by auditing their Google Analytics to find and fix tracking issues. This included:
- Tracking Accuracy: Making sure all key events and conversions were tracked correctly.
- Data Integrity: Fixing any data inconsistencies.
2. Server-Side Tagging
- Data Correctness: Reducing data loss from ad blockers and browser restrictions.
- Improved Performance: Faster load times and a smoother user experience.
3. Facebook API Conversion
- Advanced Matching: Improving the accuracy of conversion tracking.
- Better Ad Targeting: Providing better data for ad optimization.
4. Cookie Consent Management
- User Consent: Making sure users' preferences were respected and tracked.
- Privacy Compliance: Using Google’s Consent Mode to recover conversions while maintaining compliance.
5. Google Data Studio Reports
We created interactive dashboards in Google Data Studio to give a clear view of the data. These reports included:
- Real-Time Data Visualization: Real-time tracking of key performance indicators (KPIs).
- Customer Behavior Analysis: Visualizing customer journeys, determining drop-off locations, and analyzing website user behavior.
- Marketing Performance Metrics: Monitoring the results of different campaigns, taking ROI, conversion rates, and client acquisition expenses into account.
Results
The company achieved:
Increased Conversion Accuracy
Improved tracking correctness resulted in a 30% increase in reported conversions.
Optimized Marketing Strategies:
Improved data quality led to more effective ad targeting and budget allocation, leading to a 25% increase in ROAS (Return on Ad Spend).
Compliance Achieved
Implemented an effective cookie consent management system that maintained compliance with privacy regulations without compromising data quality.