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E-commerce Retail

Three analytics tools, three different answers

80% fewer reporting discrepancies

Challenge

The marketing team was operating off fragmented data across three analytics tools. No single source of truth. Campaign decisions were being made on incomplete information.

Approach

  1. Audited all three implementations to find where the numbers diverged and why.

  2. Built a unified data layer across GA4 and GTM so every tool read from the same events.

  3. Handed over a governed tagging spec the team could extend without reopening the same gaps.

Outcome

Unified data layer across GA4 and GTM reduced reporting discrepancies by 80%. Team moved to weekly data reviews from monthly.

Stack

Google AnalyticsGTMMarTech

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