Client: Ripple Effect
Reconfiguring GA4 attributes for better data and insight
When Ripple Effect came to us, they were experiencing lots of issues.
They had a basic GA4 structure in place across their websites, but lacked custom tracking. This limits their ability to gain crucial insights, including monetisation reporting.
Before
They were seeing:
- Unusual proportion of unassigned attribution meaning they couldn’t accurately determine the source of our traffic and conversions
- Anomalies in data captured, making it unreliable
- No tracking set up for US site
- Events need clean-up and re-configuration (too many were set up)
2 things in particular were puzzling:
- All purchase revenue was being attributed to Unassigned
- Their donation forms were being attributed as referral due to their iframe approach
Our Process
What we did to fix the problem
1. Discovery
We uncovered that their setup for purchase events was being sent via measurement protocol, without the necessary ingredients for correct attribution. This is a non-standard approach.
2. Develop
So we worked with the development team to build out a suite of standard ecommerce events that we could configure within google tag manager.
3. Integrate
We then pressed their donation service (Blackbaud) to provide a service that allowed us to integrate Google Tag Manager within the iframe.
4. Training
This coupled with training and a fuller audit provided them with surety of their set up.
Results
✔️ All ecommerce tracking was now being attributed correctly and their paid social and google ad grants tracking was working as expected.
✔️ The donation function went from being all referral or direct to being attributed to the correct channel.
✔️ This now meant they knew what was working, and could base their actions on data and insight, not guesswork.
What Ripple Effect Said
We couldn’t be more pleased with the work Kyle has done for us. We engaged Kyle to re-configurate our GA4 account as it had many issues, such as not tracking all our data and having a large portion of traffic attributed to the ‘unassigned’ source. From start to finish, Kyle was responsive, clear with his progress, the source of the issue and his solutions, and he tailored deliverables based on what worked best for our team. He is very friendly and has all the knowledge you could want when it comes to GA4. He fixed the issues, optimised our account, set up custom reports and created training videos so our team knows how to find the data they need. And all this for a fraction of the price that we were previously quoted by a larger agency! We would highly recommend Kyle to anyone needing a GA4 audit and re-configuration. He has been an absolute pleasure to work with.
Name of Client, Ripple Effect
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