Case Study
GA4 Enhanced E-commerce Implementation and CXA for a Leading Home Improvement Retailer in Middle East
A prominent home improvement retailer in the Middle East with a nationwide presence, offering a diverse portfolio of products ranging from tools and electronics to outdoor equipment, as well as services like delivery, assembly, and maintenance.
THE CLIENT
A prominent home improvement retailer in the Middle East with a nationwide presence, offering a diverse portfolio of products ranging from tools and electronics to outdoor equipment, as well as services like delivery, assembly, and maintenance.
THE PROBLEM
The existing GA4 setup suffered from inconsistent and incomplete tracking. Critical e-commerce events—like purchases, add-to-cart actions, and transaction IDs—were either missing or not properly captured due to misconfigured GTM tags and an improperly structured dataLayer.
There were significant discrepancies between GA4-reported revenue and backend sales figures. Missing or misfired item_id, transaction_id, and item_category parameters in the dataLayer caused incorrect or lost data, directly affecting revenue attribution and performance reporting.
Errors during the cart and checkout processes (e.g., payment failures, shipping issues) were not being tracked, making it difficult to identify user drop-off points and technical issues impacting conversions.
Due to broken tracking and misaligned session data, attribution for paid channels (Google Ads, Meta, TikTok) was often inaccurate—leading to under- or over-reporting of campaign performance.
Behavioral insights were siloed. GA4 was not integrated with tools like Microsoft Clarity, making it difficult to correlate session-level behavior (e.g., rage clicks, exits) with GA4 conversion paths.
THE PROCESS
Conducted a comprehensive audit of the existing GA4 and data layer setup, followed by the design and implementation of a robust tracking schema. Set up enhanced e-commerce tracking via Google Tag Manager and integrated Microsoft Clarity for cross-platform customer experience analysis on both web and mobile. All tracking events were thoroughly debugged and validated using GA4 DebugView and GTM Preview to ensure accuracy and reliability.
1. GA4 and Data Layer Audit
Conducted a thorough audit of the existing GA4 configuration and data layer structure. Identified gaps and inconsistencies to ensure a clean and reliable analytics foundation.
2. Tracking Schema & E-commerce Setup
Designed a scalable and robust tracking schema tailored to business goals. Implemented enhanced e-commerce tracking via Google Tag Manager to capture key user interactions.
3. Cross-Platform CXA Integration
Integrated Microsoft Clarity to monitor user experience across web and mobile platforms. Enabled detailed behavioral insights through heatmaps and session recordings.
4. Debugging and Validation
Utilized GA4 DebugView and GTM Preview mode to test and validate all tracking events. Ensured real-time accuracy and consistency of event data across environments.
THE SOLUTION
Implemented full-funnel GA4 enhanced e-commerce tracking — from impressions to purchases. Optimized the data layer for consistency across all key event types and user actions.
Introduced event-based error tracking for checkout steps including cart, payment, loyalty, gift cards, and address inputs. Created automated reconciliation checks and alerts to proactively flag discrepancies in data.
Integrated Microsoft Clarity to capture behavioral data across web journeys. Tracked CXA-specific errors like blocked frames and undefined variables, correlating them with rage clicks and abandonment patterns.
Embedded PageSpeed custom metrics into GA4 and Looker Studio dashboards for stakeholder visibility. API error messages were revamped with human-readable formats and actionable developer guidance.
THE RESULT
Achieved over 90% match rate between GA4 and backend sales data, ensuring accurate and reliable reporting. Resolved cryptic API error messages, significantly improving developer support and reducing support tickets. Identified major JavaScript issues (97.46%) affecting UX, particularly in WebView, and detected 1.27% cross-origin frame access problems disrupting the checkout process. Enabled a unified view of the user journey by integrating GA4 with Microsoft Clarity, driving improved decision-making and increased marketing ROI.