Client
USP Marketing Consultancy
Expertise
Google Analytics 4
GDPR & Data Privacy Compliance
Attribution & Traffic Accuracy
Year
2023 - Present
USP Marketing Consultancy specializes in market research for the construction, home improvement, and installation sectors. Their data-driven insights help businesses make informed decisions. However, before working with us, USP faced significant issues in their GA4 setup, leading to inaccurate attribution, compliance risks, and ineffective data-driven decision-making
Challenges
Incorrect Attribution
Traffic sources were frequently misclassified, with a significant portion being recorded as Direct traffic instead of the actual source, reducing visibility into campaign effectiveness.
Lack of Cookie Consent Compliance
The previous cookie banner was inconsistent. It appeared sporadically and did not ensure proper user consent tracking, posing GDPR risks.
Limited Event Tracking
Key website interactions, such as form submissions and page visits, were not being accurately tracked, resulting in incomplete customer journey insights.
Data Discrepancies
Multiple tracking inconsistencies between GA4, CRM, and marketing automation tools led to fragmented and unreliable reports.
No Integration with Marketing Platforms
The lack of proper data flows between GA4 and ad platforms like Google Ads resulted in ineffective retargeting and reporting.
Solution
GA4 Tracking Overhaul
Implemented precise event tracking and session stitching to correct attribution errors.
Cookie Consent v2 Advanced Implementation
Deployed an upgraded GDPR-compliant mechanism to properly handle user data collection while supporting privacy-friendly modeling.
Marketing Funnel Analytics
Configured advanced event tracking to capture user engagement throughout the site.
Google Ads & CRM Integration
Ensured marketing data consistency across all platforms.
UTM & Cross-Domain Tracking
Fixed tracking inconsistencies to ensure seamless reporting across multiple web properties.
Results
- Data Accuracy Improvement in data accuracy within GA4 reports
- GDPR Compliance through an advanced cookie consent framework
- Direct & Unasiggned Reduced Direct and Unassigned traffic
- User Journey Visibility Enhanced user visibility leads to better data-driven decision-making
