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Google Analytics Tracking Configuration and Analysis Support for the Largest Meal-kit Delivery Service

Objectives

Implement best-in-class Analytics setup and data collection (including ‘offline’)
Build Data Studio executive and operational dashboard to drive actionable insights and recommendations
Provide insights for conversion rate optimization

Challenges

Understand holistic user journey including acquisition, behavior and life-time value to improve/optimize media mix and conversion rate
Tie back online (site visit to signup) and offline (recurring payments and cancellations)
Have reliable data collection infrastructure to measure what drives new customers, they retention and cancellation reasons

Process

'Bottom-up’ approach was used to find the tactics/keywords/ads etc. that performed well and scaled them up to drive sales
Implementation of the dynamic campaign strategy optimized for conversions and lowest cost per conversion (CPA) and budget control to account for seasonality

Results

Best-in-class Google Analytics configuration and tracking that allows to track end-to-end user journey
Reliable data collection (back-end data match by 98%)
Set-up of analysis of user’s behavior system: Google Analytics data + Google Data Studio visualizations + Hotjar heat maps + Hotjar user recordings
Conversion rate optimization of the site

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