Context
When marketing and product are working from different versions of performance data, optimization decisions are slow and often wrong. At Ben & Frank, the analytics layer had grown incrementally. Event tracking had been added by different teams, at different times, for different purposes, and the gaps had accumulated.
Marketing couldn't trust campaign attribution. Product couldn't measure experiments cleanly. And the Conversions API gap meant browser-side signals were losing accuracy as tracking restrictions tightened.
Problem
- GA4 was implemented but not structured. Events weren't mapped to actual funnel decisions, so the data existed but couldn't be acted on.
- Marketing and product were working from different performance reads on the same campaigns and features.
- No shared tracking plan. Each team had its own version of what was being measured and why.
- Browser-side tracking alone was losing reliability; conversion signals needed a server-side complement.
Approach
Delivered three integrations: GA4, Bloomreach, and Conversions API. Focus on business application, not just data collection. Built a shared tracking plan that product and marketing could both read and act from, rather than maintain separately.
Decisions
- GA4 with a structured event taxonomy, mapped to real funnel decisions, not default Shopify event names.
- Bloomreach for lifecycle communication and customer segmentation, connected to the same customer model the commerce platform uses.
- Conversions API to complement browser-side tracking and give marketing a more reliable attribution signal as cookie tracking erodes.
- One shared tracking plan: clear ownership, clear naming convention, clear update process.
Impact
- Clean, shared measurement layer that product and marketing work from together.
- Reliable attribution for campaign optimization. No more reconciling two different performance stories.
- An experiment loop product could use without depending on marketing to explain what the data means.