Context
At Ben & Frank, teams added analytics events at different times and for different purposes. Gaps in tracking made campaign attribution and product experiments difficult to compare.
Problem
- GA4 events did not correspond to the decisions customers made during a purchase.
- Product and marketing used different definitions of campaign and feature performance.
- The teams lacked a shared tracking plan.
- Browser tracking needed server events to compensate for increasing tracking restrictions.
Approach
I delivered GA4, Bloomreach and Conversions API integrations. I also established a tracking plan that both teams could use and maintain.
Decisions
- Define GA4 events around the purchase journey, rather than rely on default Shopify names.
- Connect Bloomreach segmentation and lifecycle messages to the commerce platform’s customer model.
- Use Conversions API alongside browser events to improve attribution.
- Specify event names, owners and an update process in one tracking plan.
Impact
Product and marketing gained shared event definitions and attribution data. Product could measure experiments without asking marketing to interpret a separate report.
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