Case Study
Implementation and CX for a Leading Home Improvement Retailer in Middle East
We implemented a comprehensive GA4 Enhanced E-commerce tracking and CX strategy for a leading home improvement retailer in the Middle East. The engagement included data layer optimization, cross-platform behavioral tracking, and marketing pixel integration to deliver accurate insights and improved customer experience across web and mobile.
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 thorough audit of the existing GA4 and data layer setup, followed by the design of a robust tracking schema. Implemented enhanced e-commerce tracking via GTM and cross-platform CXA with Microsoft Clarity, ensuring accurate tracking through GA4 DebugView and GTM Preview.
1. GA4 & Data Layer Audit
Reviewed the existing GA4 setup and data layer to identify gaps and inconsistencies. Ensured a solid foundation for accurate data collection.
2. Tracking Schema Design
Created a scalable and robust tracking schema tailored for enhanced e-commerce. It supports event consistency across platforms.
3. GTM & E-commerce Setup
Configured advanced e-commerce tracking through Google Tag Manager. Captured key user actions like impressions, cart events, and purchases.
4. CXA Integration & Validation
Integrated Microsoft Clarity for behavioral insights across web and mobile. Validated all events using GA4 DebugView and GTM Preview tools.
THE SOLUTION
Implemented full-funnel GA4 enhanced e-commerce tracking from impression to purchase. The data layer was optimized for consistent event handling, ensuring reliable performance measurement across the user journey.
Introduced event-based error tracking for key areas like Cart, Payment, Loyalty Points, Gift Cards, and Address fields. Additionally, Microsoft Clarity and PageSpeed custom metrics were integrated into GA4 and LookerStudio for better behavioral and performance analytics.
Revamped API error messaging with user-friendly descriptions and actionable developer guidance. This ensured faster debugging and reduced friction across front-end and back-end integrations.
Developed automated reconciliation checks and alerting systems to flag data discrepancies. Tracked CXA-level issues such as script errors, blocked frames, and rage clicks—tying them directly to user navigation problems and abandoned sessions.
THE RESULT
Achieved over 90% match rate between GA4 and backend sales data, enabling accurate and consistent reporting that enhanced marketing ROI. Resolved cryptic API errors, reducing support tickets and improving developer experience. Identified 97.46% JavaScript issues—primarily in WebView—and flagged 1.27% cross-origin frame access issues disrupting checkout. A unified GA4 + Microsoft Clarity integration delivered a clearer view of the full user journey for smarter decision-making.