Introduction

Trenfort, a thriving Shopify store specializing in clothing, approached me with a critical need to enhance their tracking and analytics setup. Their primary goal was to improve their Google Ads performance and gain precise insights into customer behavior. Here’s how I helped transform their tracking framework and optimized their store for better marketing outcomes.

Challenges

1. Outdated Tags: Trenfort’s store was burdened with old, irrelevant tags that cluttered their Google Tag Manager (GTM) account, causing data inaccuracies.

2. Misconfigured Analytics: Their Google Analytics was not set up to track key conversions, leading to incomplete performance reports.

3. Untracked Conversions: Critical customer actions like Add to Cart, Checkout, and Purchase were not being tracked effectively for Google Ads, resulting in inefficient ad spend.

Solutions Implemented

1. Removing Old Tags: I conducted a thorough audit of their GTM account Shopify Theme liquid and checkout page for additional scripts, identified outdated and redundant tags, and removed them. This cleanup improved the accuracy and performance of their analytics setup. 

2. Reconfiguring Google Tag Manager and Google Analytics: I revamped their GTM and GA4 accounts, ensuring seamless integration. This included:

   • Setting up accurate event tracking.

   • Configuring enhanced eCommerce tracking to provide in-depth insights into customer behavior.

3. Implementing Conversion Tracking: To optimize Google Ads campaigns, I set up tracking for the following key conversions:

   • Add to Cart: Capturing the intent to purchase.

   • Checkout: Monitoring progress toward completing purchases.

   • Purchase: Tracking successful transactions to measure ROI accurately.

Results

• Enhanced Data Accuracy: The removal of old tags and reconfiguration of GTM and GA4 ensured that all tracked data was reliable and actionable.

• Improved Ad Performance: With accurate conversion tracking, Trenfort’s Google Ads campaigns were optimized, leading to better targeting and reduced cost per acquisition (CPA).

• Increased Insights: The store now had detailed reports on customer journeys, enabling data-driven decisions for marketing and inventory management.

Key Takeaways

This project highlights the importance of a well-structured analytics setup for online businesses. By cleaning up and reconfiguring Trenfort’s tracking system, I empowered the store to:

• Maximize its Google Ads budget.

• Gain a clear understanding of customer behavior.

• Drive more conversions with data-backed strategies.

Conclusion: This case study highlights the importance of accurate data collection and tracking for e-commerce businesses like Trenfort. By removing outdated tags, reconfiguring analytics tools, and implementing advanced event tracking, Trenfort now has the foundation to scale its business effectively and optimize its marketing strategies. If you want to achieve similar results for your e-commerce store, get in touch today to discuss how we can help you unlock the full potential of your analytics setup!