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Enhanced Ecommerce and Conversions API

For an electronics retailer we built full e-commerce tracking, the Meta Conversions API, SEO and a web support SLA dashboard.

Role
Head of Digital Marketing (agency)
Year
2021 - 2022
Industry
E-commerce
Focus
Measurement and SEO

There were sales, but not the channel behind them

Orders were growing, but analytics showed incomplete revenue and the ad platforms under-counted conversions. Budget decisions were based on guesses.

Goals

  • Full tracking from product view to purchase
  • A reliable signal for the ad platforms
  • Transparency in web support work

How we did it

  1. dataLayer

    An e-commerce event agreement with the developer.

  2. GA4 e-commerce

    Product, cart and purchase reports.

  3. Conversions API

    A server-side signal to Meta.

  4. SLA dashboard

    Timing and status of support requests.

Results in %

  • +[X]%
    tracked revenue accuracy
  • +[X]%
    conversions measured in Meta
  • [X] hours
    average SLA response time

Tools used in this project

  • Google Analytics 4

  • Google Tag Manager

  • Meta Ads

  • Google Data Studio

  • Google Search Console

A sale that is not measured does not exist for the ad algorithm.
My key lesson from this project
  • Next case

    A tool that extracts brand assets automatically

  • Related service

    Analytics

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