Google Analytics Tracking Configuration and Analysis Support for the Largest Meal-kit Delivery Service
Objectives
◆ Implement best-in-class Analytics setup and data collection (including ‘offline’)
◆ Build Data Studio executive and operational dashboard to drive actionable insights and recommendations
◆ Provide insights for conversion rate optimization
Challenges
◆ Understand holistic user journey including acquisition, behavior and life-time value to improve/optimize media mix and conversion rate
◆ Tie back online (site visit to signup) and offline (recurring payments and cancellations)
◆ Have reliable data collection infrastructure to measure what drives new customers, they retention and cancellation reasons
Process
◆ 'Bottom-up’ approach was used to find the tactics/keywords/ads etc. that performed well and scaled them up to drive sales
◆ Implementation of the dynamic campaign strategy optimized for conversions and lowest cost per conversion (CPA) and budget control to account for seasonality
Results
◆ Best-in-class Google Analytics configuration and tracking that allows to track end-to-end user journey
◆ Reliable data collection (back-end data match by 98%)
◆ Set-up of analysis of user’s behavior system: Google Analytics data + Google Data Studio visualizations + Hotjar heat maps + Hotjar user recordings
◆ Conversion rate optimization of the site
