OUR APPROACH & RESULTS 

tarting up, we knew we had to streamline their tracking and reporting systems and their site structure. After analyzing their Google Adwords and Analytics campaigns, we discovered that the client was using a different attribution model for each platform, leading to inconsistencies. Even more troublesome, the payment gateway used to process payment was taking users to a different domain after the purchase. Without cross-domain tracking in place, more than 50% of online revenue was not being accounted for in Google Analytics. Moreover, their website was improperly configured for SSL, with some pages having HTTPS, and others having HTTP headers. Any traffic referred from pages without an SSL started a new session in analytics showing the clients website as the original traffic source.

Finally, they were using an outdated version of the Google Analytics script on their site, leading to conflicts in JavaScript and broken code. Our approach involved fixing their attribution model first and then updating their JavaScript code along with getting rid of all incorrect HTTPS redirects. Once we had managed to create a proper structure, starting from a visitor landing on their site to checking out, our tracking configuration was able to accurately reflect their Adwords spending and the sales/revenue it generated.