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Google Analytics Tracking Configuration and Conversion Rate Optimization for Australian Wedding Agency

Objectives

Implement best-in-class Analytics setup and data collection (including offline)
Provide insights for conversion rate optimization

Challenges

Implement GTM-based ad platforms and Google Analytics to ensure data reliability and trustworthiness
Build cross-domain tracking given the limited booking engine tracking capabilities
Analyze user journey and provide recommendation to improve the conversion (booking) rate

Process

Results

Reliable data collection (back-end data match by 98%)
Tag Manager setup to seamlessly integrate the tags and pixels (marketing, A/B tests, analytics, etc.)
Data Studio dashboards built for the marketing team and product owner
Booking rate improvement by 19%

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