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Ecommerce measurement and offline conversions in retail
Client: an ecommerce retailer specializing in sports equipment
- Google Analytics 4
- Google Tag Manager
- Measurement Protocol
- Google Analytics Data API
- Google Consent Mode
The problem
Measurement combined gtag.js, an incomplete data layer, and ecommerce events with errors. Bank transfers were confirmed outside the website, consent affected tag loading, and part of the traffic ended up classified as Unassigned.
What I did
- I audited the GA4 properties, web implementation, data layer, consent setup, and existing ecommerce events.
- I configured GTM in pre-production and documented the production rollout, including rules that routed events to the appropriate property.
- I redesigned ecommerce measurement and defined the events and parameters required for products, cart, checkout, purchase, login, and internal promotions.
- I designed a flow that separated bank-transfer intent from confirmed purchase and sent the latter from the backend through Measurement Protocol.
- I analyzed Unassigned traffic using GA4 exports and reviewed UTMs, referrals, bots, sessions, and the loading sequence after consent was granted.
Result
- The new setup was prepared and tested in pre-production, with production rollout guidance and validation criteria.
- The bank-transfer flow distinguished an order request from a confirmed sale and retained the context required for GA4 attribution.
- The follow-up review documented the data-layer, referral, and Measurement Protocol changes required to reduce Unassigned classification.
How I approach this problem
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