Case Study: Improving Data Quality & Enhanced eCommerce

To be data-driven you have to trust your data and take advantage of the latest tracking capabilities.

Case Study: Improving Data Quality & Enhanced eCommerce

eCommerce moves fast! There is no shortage of new technologies, apps, or services that you can be adding to your marketing technology stack. But with technology changes, team member turnover, development staff/agency changes, this can lead to data rot (a close cousin to code rot).

We have many clients that come to us with known data foundation issues. In some cases these require clean up before a tool like Elevar can be leveraged to generate insights and make decisions on.

For example, this is a common view for us:

These are tags in Google Tag Manager that were last updated 2 years ago.

They could still be working fine. But it’s more likely that tags this old are no longer serving their original intent or they are sending meaningless data somewhere because the need for this tag is gone.

In some cases this isn’t just wasting data storage – it could be impacting your site speed. The more scripts running on your site then the more time it takes to load a page.

Here is another example – when a change goes unnoticed and you end up with a revenue report like this:

revenue missing

Yes, everyone likes vacations around the end of year but I’m pretty certain you doesn’t close up shop!

All of our clients benefit from a Google Analytics audit to help surface issues like the above that need attention ASAFP.

Enhanced eCommerce – Oh, the Insights

Enhanced eCommerce brings a plethora of insights but also a bit of confusion or misunderstanding on what it is and how it works.

We have many clients that are on Shopify/Shopify Plus where Enhanced eCommerce can be enabled with the tick of a box in the admin. While this covers > 50% of the Enhanced eCommerce reporting within Google Analytics, we’re still left yearning for some amazing merchandising reporting:

product list missing

Zeros across the board on product positioning performance 🙁 .

Now this cleaned up report below is what we love unlocking for our clients. This can really set the path to data-driven merchandising decisions when pivoted by category, type, brand, etc:

product list with data

We aren’t just Shopify experts when it comes to data analytics and Enhanced eCommerce. We have clients that are on Magento (1 & 2), BigCommerce, and more.

For our clients that are on Magento Enterprise, they have the benefit of starting with a built in data layer that can be used for implementing Google Analytics via GTM. But again, this has limitations we already know about and can help resolve for you quickly.

And if you’re on Magento community edition – then we’re likely starting with a 3rd party extension. If you’re on Magento then you already understand this – you never know the quality you are going to get with these installs! But, we know what to look for and have used many (good and bad) extensions over the years.


Wrap Up

We’re not afraid to get our hands dirty. We’ve solved many unique challenges over the years and know that there are many more out there awaiting our expertise! Our goal is to put our clients back on track to reporting and analysis success – by trusting their data.

Interested in learning more about our analytics and data services? Send us a chat or contact us here.

Brad Redding

Brad, co-founder of Elevar, has lived in eCommerce for over 12 years. He's helped design, build, and optimize over 100 websites in his career. From new retail startups to well-known brands like Le Creuset, Signature Hardware, Rebecca Minkoff, Char-Broil and more, he specializes in data analytics and conversion optimization to help achieve business goals.

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