Accurate Tracking to Deliver Better Results

Marketing Analytics | B2C
e-commerce cart and laptop

A national B2C e-commerce company partnered with Augurian to audit and optimize their GA4 account to increase confidence in tracking. While working with the client to identify numerous other touch points that indicated value, the team noticed discrepancies with revenue attribution in their Google Ads account, which was seemingly double counting revenue totals.

In order to confirm our hypothesis without disrupting the current campaigns, we implemented a test event with our own best practices. We were able to confirm the inaccurate count in the original event, and update campaigns to use the correct values. In addition to getting accurate reporting from Google Ads around revenue, this change helped googles bidding algorithms better understand success.

  • Delivered accurate revenue totals to digital marketing attribution
  • Enhanced efficacy of paid media team to discern what campaigns were truly driving success

For more insight on unpacking Google Ads for E-Commerce depending on which industry you’re in, visit Google Ads Pros and Cons.

Kelly Ortega
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