Implementation of e-commerce tracking for Google Analytics 4

To make the data suitable for reporting, it was ingested through the Google API and written to their Microsoft SQL Server. With the transition to Google Analytics 4 (GA4), this approach was no longer feasible. They requested us to reconfigure the implementation in GA4 and ensure that their existing dashboards would work based on GA4 data.

Approach

We engaged with various stakeholders to understand what was being measured and what they aimed to achieve with the new implementation. We outlined ways to integrate GA4 data into their dashboards.

At the client's request, we established a BigQuery environment where GA4 data is loaded in daily. For the BigQuery tables we tried to maintain a similar structure as in UA and we wrote this data to their Microsoft SQL server using a Python script.

We reviewed the existing measurement plan and adapted it for GA4. The updated version was discussed with their in-house developer, who implemented the necessary changes. We conducted thorough checks to ensure everything was functioning as intended.

Since the existing dashboards were based on separate properties per country, we created separate properties for each country in GA4. In Google Tag Manager, we configured new tags and triggers. We verified that all data was correctly captured in the different properties. Additionally, we created a property foreach brand where data from all countries could be aggregated. Through a custom dimension, they can still filter data by country.

After implementation, we created initial dashboards and performed a brief analysis of the GA4 data. Funnel analyses revealed the steps in the purchase process where most visitors dropped off, leading to immediate improvement ideas. We also provided insights into marketing campaign performance, enabling more efficient allocation of the marketing budget to components that drive conversions.

As GA4 has a different structure than Universal Analytics, the way stakeholders worked also changed. We conducted weekly sessions to update them on the adjustments and explained the differences between the old and new implementations as clearly as possible.

The GA4 data is not only used by the e-commerce team but also at the organisational level. We made the data available in BigQuery and subsequently on their SQL server, allowing the internal data team to utilise it for other dashboards.

Result

MS Mode and America Today now have a robust e-commerce implementation in GA4 for both their online stores. The properties are configured to visualise data according to their specific requirements.

Data is also consolidated into a single property per online store, where traffic data from all countries is combined. This enhances data clarity and simplifies analysis.

We documented the implementation and transferred our knowledge to the client's team through our GA4 basic and advanced training sessions. In the future, we will assist them with maintenance and further optimisation of the implementation. We can also provide guidance on extracting more valuable insights from their e-commerce data.

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