At Guider, I significantly improved conversion tracking accuracy and the overall data quality within GA4 and our advertising platforms. The main issue was our inconsistent conversion tracking, largely down to the implementation of the website's forms, resulting in just a 50% tracking accuracy. My objective was to establish robust and precise conversion tracking to provide better data for optimising our marketing efforts.

Boosted conversion accuracy to ~85%

Implementation of key conversion events and behavioural events (e.g. CTA clicks, scroll depth)

Clean up and removal of legacy Universal Analytics imported events, triggers and tags

Conversion tracking and behavioural events linked and added to ads

Boosted conversion accuracy: I utilised a custom HTML event listener specifically for Gravity Forms' confirmation event. This solution directly tackled the issue of unstable form IDs that weren't being detected by the built in form submission trigger, pushing our conversion tracking accuracy from 50% to ~85%.

Ad platform integrations: I added the conversion events to Google Ads, Meta and LinkedIn Ads through GTM, allowing for paid channel attribution.

GA4 cleanup: Within GA4, I marked key conversion events and removed legacy Universal Analytics imported events to streamline reporting.

Behaviour events: To allow for more granular analysis, I implemented CTA click events, capturing parameters like CTA text and the page it appeared on, so they could be used in explorations and reporting dimensions. I also added scroll percentage events.

Reporting model: To overcome GA4's reporting thresholding I switched our GA4 reporting model to ensure we received unsampled data.

Debug view: I tested everything in GTM preview mode and GA4's Debug View for real-time validation of event implementation.