DataVinci Analytics Agency

Google Analytics 4 eCommerce Implementation for Shopify 95% Backend Match Rate

The Brand

Bionic Gym is a sportswear technology company that creates products that can simulate exercise and increase heart BPM all from the comfort of your room

The Bionic team wanted to upgrade their tracking capabilities and enable teams to perform advanced analysis and accurate reporting

We, DataVinci worked with them to set up Google Analytics 4 on their Shopify platform and successfully delivered a Google Analytics Implementation

About Google Analytics 4

Google Analytics 4 is the latest version of Google Analytics. It is not mandatory to upgrade to Google Analytics 4, but here are a few reasons why companies should. Considering the following reasons, for the best interest of our partners we suggested the implementation of GA4:

Data Availability

Even though it is stated as an “Upgrade” this is actually an additional GA4 property. This does not affect your existing analytics setup. Since it’s a new separate property, it starts collecting data only once it’s implemented, it does not report the historic data collected in your existing version of GA. The sooner you implement this, the more historic data you will have with you.

Analysis Hub

Analysis Hub is the new reporting User Interface which was available only in the premium version of Google Analytics – the GA360. With Analysis Hub it’s remarkably easier to create reports on the fly and leverage them for advanced analysis and insights. You need to use it to experience it – It’s very different.

No Sampling

With sampling, Universal Analytics reports a sample of data with minimum viable precision to support decision-making. But, sampling confuses plenty of business users and stakeholders across teams. In GA4, there is no concept of sampling as such. GA4 property is a developed version of the erstwhile Google Analytics web + app property. No sampling means you get more accurate data for driving your digital decisions. This greatly reduces confusion and also boosts the confidence of the teams with analytics.

Cookie Less Tracking

Official statement from Google : “Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. This means that you can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future."

The Challenge

BionicGYM, when it came to us, was facing multiple challenges in effectively tracking, analysing, and reporting on user interactions and conversions on their Shopify-based website. The primary issues included:

The website lacked a comprehensive system to track and report various conversion points. This gap in analytics made it difficult for BionicGYM to accurately measure user engagement and the effectiveness of their marketing efforts.

BionicGYM required a structured measurement plan that could translate their specific conversion points into implementable events in GA4, supplemented with additional parameters and custom dimensions/metrics, for advanced analysis.

The existing setup on their Shopify platform was not leveraging the full potential of GA4, particularly in terms of e-commerce data collection and accurate tagging using dataLayer events; hence there was a need to map GA4 events to dataLayer events effectively to track all steps of the e-commerce funnel, ensuring a detailed understanding of the customer journey.

BionicGYM did not have  a system to ensure high accuracy in their revenue tracking and were lacking a  robust reporting mechanism to align their marketing strategies with real-time data insights.

The Solution

Our Actions:

 

Scoping of the site

We scoped the website in order to create a measurement plan to ensure that each conversion point was being tracked and reported on by the business

Measurement Plan

We translated these conversion points to implementable GA4 events in the measurement plan in order to supplement the data with any additional parameters and custom dimensions/metrics

DataLayer Codes

Since the website was based on Shopify, we also implemented GA4 eCommerce dataLayer codes on their theme.liquid files so that we were leveraging dataLayer events for accurate tagging.

Implementing tags in GA4

Once the dataLayer codes were pushed live, we could map GA4 events to the dataLayer events in order to track all the eCommerce funnel steps

Q/A

We ensured that tracking was done accurately by comparing revenue figures with the backend and ensured 95% match rate

REPORTING

Once we had enough data flowing in the GA4 property, we also created an analysis dashboard with key performance indicators and conversions for the business to report upon and take necessary marketing decisions.

Shopify Codes:

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