Analytics & Growth
Tracking & Measurement
A DTC brand had fragmented tracking across site, paid channels, and email and needed a single source of truth for conversion and attribution.
Event tracking, conversions, and data layer setup for accurate reporting.
They were using multiple tags and tools; data didn’t match between platforms and they couldn’t reliably attribute revenue. We designed a measurement plan: key events (page view, add to cart, purchase, etc.), a single tag management and data layer approach, and a pipeline that fed a warehouse and their BI tool. We implemented server-side where needed for accuracy and privacy, and aligned definitions (e.g. what counts as a conversion) across marketing and analytics.
After rollout, they had one consistent view of funnel and revenue; discrepancies between ad platforms and their own data dropped sharply. They’ve since built dashboards and reports on top of the new pipeline and use it for budget and creative decisions.
Key Outcomes
- ·Single source of truth for conversion and revenue
- ·Large reduction in cross-platform data discrepancies
- ·Pipeline and definitions used for dashboards and budget decisions