We approached the client knowing they had three main challenges ahead:
- Re-architect the client’s analytics implementation.
- Create a trustworthy data environment for the client to gain trust in the reporting team.
- Generate real insights from accurate data so the client could immediately see the benefits of the solution we brought them.
After a thorough data audit, we discovered that the root cause of this unreliable data was from their data layer implementation. It wasn’t set up or maintained correctly. The audit revealed that the client’s site had missing tracking calls for important steps within their ordering funnel.
Moreover, there was no way to determine if some of those essential ordering actions were done by guests or registered users.
In our reimplementation, we ensured that tracking for every step of the ordering funnel was properly added. We addressed multiple issues, such as missing product information, user count, and tracking on the confirmation page.