Business Case:
A lifestyle brand with a loyal customer following needed to know how its repeat visitors interacted with its members-only WooCommerce site. Many users encountered specific types of error messages while adding products to cart and during the checkout process. They were an invite-only B2C eCommerce set up that had flash sales during very narrow timeframes, so performance monitoring was also an important metric. They also needed user-level data on how an individual user used the site (since all users had an account) so they could follow up with them if they had an issue checking out.
Solution:
After a thorough analytics audit and client interview, we documented the suggested changes and began to map out the custom parameters we would define, and the code that would be needed on the site. We then installed custom-coded GA4 Enhanced Ecommerce as well as custom data points using JavaScript into the site’s data layer.
Captured the following data points at the individual user level: logins, products viewed, adds to cart, cart abandonment, error messages shown, checkout steps completed, and order details. Created custom library reporting in GA4 and custom Looker dashboards.
Summary:
Installed custom-coded GA4 Enhanced Ecommerce on an invite-only B2C WooCommerce instance. Captured the following data points at the individual user level: logins, products viewed, adds to cart, cart abandonment, error messages shown, checkout steps completed, and order details. Created custom library reporting in GA4 and custom Looker dashboards. Error tracking, custom product data and user-level insights were parts of this GTM / Looker project. Implemented Google Tag Manager to enhance tracking capabilities, ensuring comprehensive data collection while minimizing disruption to their website’s performance. The migration resulted in improved insights into user behavior and marketing effectiveness.