Project Overview
Kelly Oysters, a leading Irish seafood provider, joined Fáilte Ireland’s Digital that Delivers program to enhance digital measurement. The goal was to implement a robust analytics strategy using Google Analytics 4 (GA4) and BigQuery to track ROI, identify high-converting visitor segments, and optimise marketing efforts. The team were also looking to streamline reporting to enhance speed to insight.
Challenges
No Google Tag Manager (GTM) integration.
Lack of e-commerce tracking for bookings.
No connection between Tours booking engine and GA4.
Unstructured data collection, limiting ROI assessment.
Need for streamlined reporting for faster decision-making.
Solutions Implemented
Audited & configured GA4 for accurate tracking.
Set up enhanced e-commerce tracking.
Integrated GA4 with Tours booking engine for revenue reconciliation.
Enabled advanced event tracking for lead generation.
Linked GA4 with BigQuery for deeper insights.
Built Looker Studio dashboards for real-time reporting.
Business Impact
Accurate Data: Improved measurement accuracy for website interactions.
Better Conversion Insights: GA4 provided deeper customer behaviour analysis.
Optimised Marketing: Data-driven targeting improved ROI.
Efficient Reporting: Looker Studio enabled faster, real-time insights.