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Project ·
Measurement, consent, and pixels for fashion retail
Client: an international fashion company with ecommerce operations across several markets
- Google Analytics 4
- Universal Analytics
- Google Tag Manager
- OneTrust
- Google Ads and Floodlight
- Meta, Pinterest and Snapchat
- Affiliate networks
- Engagement and experience platforms
The problem
Measurement had to move from Universal Analytics to GA4 without losing control of the data layer, consent, or marketing tags. The implementation also needed a shared guide to coordinate business, development, and analytics.
What I did
- I defined and implemented the data layer guide specifying events, variables, and responsibilities across the teams involved.
- I migrated measurement from Universal Analytics to GA4, running both in the same container through the transition so numbers could be compared before switching anything off.
- I integrated OneTrust with the tagging system, blocking performance, functional, and targeting categories by consent group.
- I maintained the media tagging ecosystem: search and social, display and retargeting, affiliates, and the engagement and experience analytics platforms.
- I fixed the attribution of direct sessions overwriting the original campaign, with purpose-built persistence of identifiers and campaign parameters.
Result
- The migration brought measurement, consent, and tag activation into one coordinated implementation.
- The data-layer guide established a shared contract for requesting, developing, and validating new events.
- Pixel management was tied to consent rules and a validation process before changes were published.
How I approach this problem
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