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The Tanning Shop

Tracking Project — Investigating analytic and tracking inconsistencies

Responsibilities

  • Conjura
  • Google Analytics
  • Google Tag Manager

Highlights

  • Tracking
  • WordPress

Company

The Tanning Shop

Links

The Tracking Project

This project was broken into two parts;

  1. Understanding the data platforms and what data was missing or duplicated
  2. Why it was missing/duplicated and resolve the issue
The process

1. The Data

Data Platforms & The Issues

First; to understand the data platforms that The Tanning Shop used, and the relationship of the data between each of them.

My focus was on the following platforms;

  • Google Analytics
  • Conjura
  • Meta

Although their were other platforms in the mix, these were the primary focus.

 

The process

2. The Solution

Fixing & Reporting

There were a few key issues contributing to the problem as a whole, the following was done;

  • Corrected the implementation of Google Tag Manager’s data layer
  • Set up tracking for events that weren’t being tracked at all
  • Made sure that customer identifiers (i.e. Membership numbers) were being (consistently) tracked from one platfrom to another. Originally, customers analytic data was being lost.

 

The Outcome

Resolving these, meant that the client could report (with confidence) correct data to management, and the parent group as a whole (The Feel Good Group).

In addition, I also did the following

  • Created SOPs for the client to be able to test (and retest) correct tracking of key events e.g. Registering an account, logging in to an account, booking an appointment etc
  • Steps to create a custom report that includes all of the key data points
  • Liased with representatives from all analytic/data platforms as well as key stakeholders at The Tanning Group to resolve these problems

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