Reliable product data with Google Analytics
Background / Issues
A specialist retailer wanted to improve the reliability of its product performance tracking in Google Analytics. The brand offers simple products in kit/bundle form, some with sliding-scale price according to quantity.
As a result:
• some products appear to have generated revenue without having been added to the shopping cart,
• product IDs are sent in duplicate,
• and some associated categories vary unstably throughout the purchase journey (etc.).
Goals
Get reliable product tracking in Google Analytics to better analyze performance across the entire purchase journey (list, product sheet, add to cart, and transaction).
Our 3-step approach
Datalayer
Update data layers with the technical teams to meet business needs
Google Tag Manager
Addition of missing product parameters to ensure consistency across all stages of the journey
Checks
Check that data is correctly entered into tools and communicate changes to business teams
Cleaner data collection aligned with internal product categorization.
Results
Improved merchandising and product performance by product category.
Key benefits
References
Over the years, we’ve put in place an organization and methodology tailored to the specific needs for agility and expertise of your ecommerce teams, which we support worldwide, in French and English.
