A fast-growing direct-to-consumer (DTC) e-commerce company based in the US was running into serious challenges with their analytics. They had multiple marketing campaigns across Google, Facebook, and email, but the data in their Google Analytics (GA) dashboard was inconsistent and unreliable.
This lack of clarity was hurting marketing ROI decisions and obscuring the true customer journey. That’s when they reached out to Code Elevator to clean up their Google Analytics environment and establish a clear, scalable data strategy.
- Multiple tracking tags were duplicating events and inflating metrics
- UTM parameters were inconsistently implemented across campaigns
- Bounce rate data was erratic due to script errors
- Attribution modeling didn’t reflect true conversion paths
- Cross-domain tracking (checkout on third-party subdomain) was broken
- GA4 migration had not been started—Universal Analytics was still in use
- The client needed a full Google Analytics cleanup and migration to GA4, including proper e-commerce tracking, event measurement, and marketing attribution setup.
Code Elevator assigned a certified Google Analytics expert and a Google Tag Manager (GTM) specialist to lead the project.
Execution
- Phase 1: Analytics Audit (1 Week)
Reviewed all GA properties, views, filters, and historical data
Ran audits on GTM container structure, trigger conflicts, and tag redundancies
Assessed campaign-level data tracking for all paid media channels Phase 2: GTM Cleanup & Event Structuring (2 Weeks)
Removed redundant or outdated tags and triggers in GTM
Standardized event tracking using GA4 recommended parameters (e.g. view_item, add_to_cart, purchase)
Implemented custom dimensions and enhanced e-commerce tracking
Configured scroll tracking, form completions, and site search eventsPhase 3: Cross-Domain & Attribution Setup (1 Week)
Fixed cross-domain tracking between main site and checkout domain
Enabled referral exclusion settings to prevent self-referrals
Switched from last-click to data-driven attribution model in GA4Phase 4: Reporting Dashboard Setup (1 Week)
Created custom GA4 reports and dashboards for marketing, product, and leadership teams
Built a Looker Studio dashboard for real-time channel performance
Trained in-house marketing team on GA4 interface and custom reports
Before Code Elevator stepped in, we were making decisions with broken data. Now we have clear, accurate reporting and know exactly what’s driving conversions.
CMO, US-based E-commerce Brand
Results
- Accurate Attribution: All channels now tracked correctly with cross-domain setup
- Data Integrity: Bounce rate, session duration, and conversion data aligned
- Smarter Decisions: Marketing ROI analysis improved due to clean data
- Team Empowerment: Internal team enabled to self-serve insights via dashboards
- Future-Ready: GA4 fully implemented and tracking all critical events
Tech Stack & Tools
- Analytics Platforms: Google Analytics 4, Universal Analytics (legacy)
- Tag Management: Google Tag Manager
- Reporting: Looker Studio (formerly Google Data Studio)
- Additional Tools: Hotjar (session replay), Google Optimize (for testing)
