Background and challenges
Data scattered across platforms made the shopping journey hard to reconstruct. Understanding conversion paths and the customer journey on the site is key for every ecommerce advertiser. But large ecommerce platforms often spend too much time analysing their website and app separately. As well as switching between platforms, the data was too scattered to capture the full customer journey.
Analytics limits made page performance hard to measure. GA’s default source/medium reports measure only by traffic source and cannot measure conversions by campaign page, which made reviewing results difficult.
Strategy: GA4 to break down data silos
CloudAD implemented GA4 for udn shopping (udn 買東西), making cross-platform tracking more effective, and used its machine learning predictions to develop audience strategies. GA4 ecommerce and funnel analysis also made it possible to define conversion funnels for campaign pages and evaluate the conversions and value each page brought.
Creating value
Integrating cross-platform data to build precise remarketing lists
GA4 cross-platform tracking let the brand review media traffic again and calculate the contribution of the website, iOS and Android, giving budget allocation a firmer basis. With integrated customer data, GA4 machine learning can identify likely purchasers and likely churning users over the next seven days, so the brand can plan creative and promotions ahead of time and win customers before competitors.
Analysing page funnels to find the most valuable events
By bringing GA4 purchase conversion signals and campaign page view events into funnel reports for campaign pages, the brand could see the conversions each page brought, find the most valuable campaign pages and act on potential opportunities.
Results
- New converting customers up 3.2 times
- Users who viewed campaign pages converted at three times the rate of other users
If you need GA4 implementation or analysis, get in touch.
