Google Analytics Tracking Configuration and Conversion Rate Optimization for Australian Wedding Agency
Objectives
◆ Implement best-in-class Analytics setup and data collection (including offline)
◆ Provide insights for conversion rate optimization
Challenges
◆ Implement GTM-based ad platforms and Google Analytics to ensure data reliability and trustworthiness
◆ Build cross-domain tracking given the limited booking engine tracking capabilities
◆ Analyze user journey and provide recommendation to improve the conversion (booking) rate
Process
Results
◆ Reliable data collection (back-end data match by 98%)
◆ Tag Manager setup to seamlessly integrate the tags and pixels (marketing, A/B tests, analytics, etc.)
◆ Data Studio dashboards built for the marketing team and product owner
◆ Booking rate improvement by 19%
