Faced with the impending end of life of Universal Analytics, Phillip Jeffries sought a partner who could guide them through the GA4 migration process while also improving their overall data collection and reporting practices. Prior to engaging Avatria, Phillip Jeffries did not have access to eCommerce data via Google Analytics, which prevented them from performing analysis on the bottom-line impact of various marketing initiatives and campaigns.
- Audit - Avatria performed an audit of the client’s existing data collection, documenting the events and parameters tracked, identifying issues, and noting potential enhancement opportunities.
- Requirements Gathering - As subject matter experts in GA4 and web analytics, the Avatria team shaped the tracking spec by asking guiding questions about the client’s reporting priorities, and recommending best practices for fulfilling them.
- Project Management - As the implementation of data layer code was the responsibility the client dev team, we assisted the process by creating a detailed, prioritized list of action items, including example data layer code and reference documentation for handoff.
- Tag Implementation - Avatria was responsible for Google Tag Manager configuration, including the creation of tags, triggers, and variables, both for GA4 and other web analytics tools utilized by the client.
- Quality Assurance - Avatria was responsible for the testing and quality assurance of all data layer code developed by the client dev team. Additionally, we performed testing of all tags post release to ensure that live data collection was of the highest quality.
- Dashboard Construction - Once live data collection was in place, Avatria built a custom dashboard in Looker Studio, focusing on key client concerns.
The client’s GA4 implementation was completed prior to Universal Analytics end of life, and included full eCommerce tracking, including item and revenue data, which previously hadn’t been available to client. The client incorporated Avatria’s dashboard into their weekly reporting process, finding it to offer a streamlined experience as compared to the GA4 UI.
The client continues to work with Avatria on a number of items, including ongoing enhancements to web tracking and the reporting dashboard, troubleshooting and analysis of data anomalies, and general analytics advice.
