Advanced Analytics Implementation for Tourism Company

Yalla Basta is an award-winning tourism and culinary company that sells food tours across israel. The company offers guided tours, gift cards and "Tasting-Cards" to utilize in a self exploring culinary adventure in all leading Israeli markets. Being so, the company has many websites, one for each market and one main website spanning over 9 sites overall in Hebrew alone. The company has a strong online presence and is well-known among tour guides and tourists alike.

I was approached by the CEO of Yalla Basta, Michael, back when Google Universal was the tool to track their data. The problem sustained was due to the multi-domains and users jumping from one site to another, causing Google Analytics to be unable to recognize the original traffic sources. Also, they needed help tracking conversions, whether lead generation or sales.

My role was to organize all data collection more cohesively and ensure the client could understand which traffic sources are the best generating and worth investing in, which should be optimized, and which might be abandoned. I was also left with tracking conversions, including e-commerce-related metrics, so we can associate the traffic source with the results, e.g., which generates the most leads, sales, and micro-conversions. This clarity and ease of understanding will empower the team to make informed decisions concerning their SEO and PPC efforts. Finally, I was tasked to dashboard user behavior, providing the team with a clear view of the site's weak points, traffic sources tables, and so on for swift action.

Yalla Basta's website is custom-made and functions differently than most websites would. The first step was creating a tracking plan with the website developer to understand the right approach. To correct traffic source issues, I initialized cross-domain tracking in Google Analytics. I unified their tracking in one main GA account. Parallel to the main account, I've created separate views for each site to allow you to zoom in on each site and get insights into the highest detail.

Moving the needle in data visualization involves the right configuration of the Google Analytics account as a whole, so I've implemented filters, referral exclusions, and other data enhancement features so our data in GA will be as clear as possible before proceeding to the next steps.

Thorough organization is key in managing Google Tag Manager. I've meticulously set up all necessary tags and triggers, following a strict naming convention. This ensures the system's reliability and ease of use. Finally, I've created a comprehensive dashboard report in Looker Studio, with multiple pages that include data visualization of key metrics and user behaviors.

Looking to the future, I've taken steps to future-proof the client's data tracking. I've migrated the client to GA4, ensuring that all historical data is securely saved into BigQuery for future reference. This forward-thinking approach provides a secure and long-lasting solution for the client's data needs.

Project Snapshot 📸

🥇 Client Review:

"I'm working with Moshe Y. for the past 6 years on "everything analytics", and he is my #1 guy for anything that relates to data. Moshe planed and executed for us a state-of-the-art analytics platform that gathers data from 15+ sites, including conversion goals, funnels, events and triggers, and with his help we are seeing beyond the data - trends, opportunities, threats and more. I highly recommend Moshe for any related work, search no more!"