Ecommerce Brand – Boosting ROAS with Smarter Tracking
An ecommerce brand wanted better insights into what was driving their sales. I helped implement precise event tracking, revealing what worked — and what didn’t.
📈 +30% ROAS • GA4 • Meta Pixel • Purchase Events
🧩 Project Overview
Client Type
Ecommerce Brand
Goal
Improve ROAS & conversion attribution
Industry
Apparel & Lifestyle
Services
Marketing Pixel setup, GA4 event tracking
🚧 The Challenge
The brand was running paid ads but only had basic pageview tracking. No real visibility into which campaigns were leading to purchases. Their ROAS was inconsistent and ad spend wasn’t being optimized effectively.
Supporting Subheading
🔧 The Solution – Step-by-Step
Step 1 - Audit Existing Setup
Identified tracking gaps, duplicate tags, and lack of purchase event data.
Step 2 - Install Marketing Pixels via GTM
Set up Meta Pixel and google ads pixel with proper PageView, AddToCart, and Purchase tracking.
Step 3 - Configure GA4 Events
Added custom events in GA4 using GTM – including "Add to Cart", "Initiate Checkout", and "Purchase" tied to product SKUs and values.
Step 4 - Link Conversions to Ad Platforms
Created custom conversion actions in Google Ads & Meta for better optimization.
Step 5 - Visual Reporting
Built a real-time Looker Studio dashboard showing drop-offs, top-selling products, and best-performing ads.
✅ Results
The client could see detailed funnel with all the tracking in both GA4 and marketing platforms. With the insights from the new tracking, we paused 3 underperforming campaigns and doubled down on 2 high-performing ones, leading to a 30% ROAS uplift within a month.
Metric | Before | After |
|---|---|---|
ROAS | 2.8x | 3.6x |
Ad Spend Efficiency | Unclear | Reallocated 40% to top campaigns |
Conversion Attribution | Not available | Full visibility on source-level purchases |
Ready to uncover what’s really driving your sales?
Let’s fix your tracking and show clients results they can see.