Google Analytics remains the ultimate compass for businesses navigating the complexities of customer behaviour, traffic sources, and conversion pathways. But how do top brands transform raw metrics into actionable strategies that skyrocket growth?
Let’s dive into a restaurant and a Shopify store’s journey from data overload to data mastery, revealing how they leveraged Google Analytics 4 (GA4) to uncover hidden opportunities.
Whether you’re a startup or an enterprise, these proven strategies will help you stop guessing and start knowing.
What is an iframe? In short, it’s a website inside a website (different booking widgets, calendars, etc.). If you find tracking interactions with your iframes a challenging task or your iframe interactions are attributed to the wrong traffic source, such as referral or direct, we have a solution.
How it works:
We monitor iframe activity by using a JavaScript method named postMessage from the iframe to the main website. The main website uses Google Tag Manager to catch this call and then sends it to your marketing tools.
Workflow:
1. We create a separate GTM and install it in the iframe
2. Collects tracking data that we need.
3. Send the data from the iframe GTM to the main GTM
4. Collect the data that was sent
5. Send the data to your GA4 or any other platform (Meta, Google Ads, etc.)
Note: Some vendors (e.g. Calendly) already send data from their iframes to the main website, which allows us to skip steps 1-3.
Implementation example
Below is an example of iframe tracking implemented for a restaurant business using a sevenrooms widget for table booking:
1. We created GTM for an iframe and asked Sevenrooms to deploy it in the container
2. Wrote a custom code to catch booking events and send them to the main GTM.
3. Configured GA4 tags to send booking data to GA4.
4. As a result conversion data was collected and properly distributed across different traffic sources.
Proper cross-domain configuration is essential for businesses that operate on multiple domains or use 3rd party payment providers. This ensures consistent, accurate tracking and deeper insights into behaviour patterns.
How it works:
In cross-domain tracking, we share cookie information between two or more domains. This domain can be a primary domain or a subdomain. The cookie information that we pass from one domain to another is the client ID. This client ID is stored in the Google Analytics cookie _ga.
Workflow:
1. We investigate the current setup and collect the list of domains
2. Define which method should be used (cross-domain tracking or referral exclusion)
3. Implement the solution to share cookies.
4. QA the setup
Implementation examples
Example 1.
In the example below, the client used to run Google Ads traffic to the microsite (landing page) before the main website due to the specifics of the business. As a result, for a long time traffic & conversions were attributed to the microsite as a referral traffic source instead of Google Ads. The arrow points to the period of time when cross-domain tracking was implemented: referral traffic from a microsite was drastically reduced, and conversion attribution was fixed.
Example 2.
In the example below, the client runs a Shopify store with different payment methods. Proper cross-domain tracking implementation was done during the initial tracking setup. Conversions are attributed to the proper traffic sources, which are mostly social media campaigns (blurred due to privacy reasons).
In the modern era of ad blockers and cookie restrictions, server-side tracking is essential for businesses to get the most accurate data. Also, it helps decrease advertising costs and increase ROI due to the higher capability of recording conversions.
How it works:
Server-side tracking is a method of tracking users’ activity on websites that rely on cloud servers instead of user browsers. With server-side tracking, your website first sends data to the cloud server. Then the cloud server distributes data between third-party vendors and tracking platforms. We use GTM Server containers and server providers such as Google Cloud Platform or Stape.
Workflow:
1. Server rent and DSN configuration
2. Setup of the GTM Server container
3. Modifying web GTM code (optional, but recommended)
4. Web tags configuration
5. Server tags configuration
6. QA of the setup
Implementation example
Below is an example of Facebook CAPI tracking implemented for one of our clients who run a Shopify store. Also for this client, server-side tracking was implemented for GA4, Google Ads, Meta, TikTok, Pinterest, and Snapchat. On average, tracking accuracy increased by 15% per platform.
Server GTM Tags configuration
Facebook CAPI (Business Manager View)
If your GTM container was shared with multiple companies and/or you suspect that something is wrong with your GTM/GA4, it might be a sign that you need a GTM/GA4 audit.
How it works:
1. We discuss the scope and depth of the analysis (high-level or low-level)
2. Provide analysis based on the agreed scope
3. Provide a list of recommendations/action items
4. Discuss further cooperation regarding a bug fix if needed.
Delivery example
Below is an example of a detailed audit of the GTM container and GA4 account for our client, which includes a precise description of the troubleshooting process, as well as a conclusion with recommendations and recommended action items.
If you constantly work with similar website types or your business operates on different websites, creating GTM Templates might drastically reduce the time required for the implementation of tracking setup for one website.
How it works:
1. We analyse your websites
2. Build the template
3. Create documentation
4. You/We import provided GTM configuration
5. Customise the rest of the tags according to the documentation
What we have done:
Below is an example of creating GTM templates for a business with 70+ websites built by 4 different website developers.
1. Analysed the website structure of each particular developer.
2. Identified common tracking points for each website of one particular developer (URLs, Forms, CSS elements, and Data Layer).
3. Set up a GTM container for each developer, which includes a base set of tags for GA4, Facebook, Google Ads, and Pinterest.
4. Provided detailed documentation with a list of tags, triggers, variables, and custom dimensions. Documentation states which part of the configuration is consistent, and which requires customization.
5. As a result, implementation time was reduced from 8-10 hrs to 2-5 hrs per website.
These Google Analytics case studies exemplify how businesses can turn raw data into a competitive edge. While challenges like data overload and integration hurdles arise, a company’s proactive approach, coupled with expert guidance, can pave the way for sustained growth. As digital landscapes evolve, tools like Google Analytics remain indispensable for staying ahead.
Ready to unlock your own potential?
