Project: Comprehensive Tag Management with GA4, GTM, and Amazon Attribution
Ensuring accurate tracking and comprehensive insights across multiple sales channels.
Client: E-Commerce businesses with dual sales channels (Shopify & Amazon Marketplace)
Challenge
To migrate from GA Universal to GA4 while ensuring accurate tracking of all site behavior metrics, goal completions, and e-commerce transactions across both website and Amazon Marketplace sales channels.
Solution
I managed the migration from GA Universal to GA4, ensuring accurate tracking around all site behavior metrics, as well as goal and e-commerce tracking. For e-commerce tracking, I utilized Google Tag Manager (GTM) to implement custom tracking for e-commerce sales and data suited for website optimization. Additionally, for projects where the sales funnel included both the website and Amazon Marketplace, I implemented Amazon Attribution tracking to provide a complete view of customer journeys across dual sales channels.
Key Actions:
GA4 Migration: Successfully migrated tracking from GA Universal to GA4, ensuring all site behavior metrics and goals were accurately tracked.
E-commerce Tracking: Used GTM to implement custom tracking for e-commerce transactions, capturing detailed sales data and optimizing website performance.
Amazon Attribution: Integrated Amazon Attribution tracking to close the loop on customer journeys involving both the website and Amazon Marketplace, providing a holistic view of user experiences.
Tag Management: Managed and maintained tags to ensure consistent and accurate data collection across all platforms.
Technical Details:
Tools Used: GA4, Google Tag Manager (GTM), Amazon Attribution, BigQuery
Responsibilities: GA4 migration, e-commerce tracking implementation, Amazon Attribution integration, tag management
Impact:
Accurate Tracking: Ensured precise tracking of user behavior, goals, and e-commerce transactions, providing reliable data for analysis and decision-making.
Holistic Customer View: Enabled a comprehensive view of customer journeys across both the website and Amazon Marketplace, improving understanding of user behavior.
Enhanced Optimization: Facilitated data-driven optimization of the website and marketing strategies, leading to improved performance and customer satisfaction.
