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.
Sample metrics
Trend
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.
- ·Single source of truth for conversion and revenue
- ·Large reduction in cross-platform data discrepancies
- ·Pipeline and definitions used for dashboards and budget decisions