Overview
Wildlands joined the Fáilte Ireland’s Digital that Delivers program to enhance its digital measurement capabilities. The goal was to optimise Google Analytics 4 (GA4) with BigQuery integration for better marketing measurement accuracy, conversion tracking and advance analytics capabilities.
Challenges
GA4 Accuracy: Required auditing and optimisation to ensure measurement accuracy.
Booking System Integration: Separate Activity and Accommodation booking engine connections needing validation across mulitple GTM containers.
Event Tracking Gaps: Key conversion actions were not fully tracked.
Data Reporting Needs: Looker Studio and BigQuery integration for enhanced insights.
Solution
GA4 Implementation & Audit: Fixed tracking issues, set up cross-domain tracking, and integrated booking systems.
Advanced Event Tracking: Configured key events (e.g., lead generation, purchases, newsletter signups, social media clicks).
Data Warehouse & Reporting: Linked GA4 to BigQuery and Looker Studio for deeper analytics and enhanced speed to insight.
Google Tag Manager & Ads Integration: Fixed tracking issues, linked Google Ads, and enabled Google Signals for demographic insights.
Handover & Training: Conducted handover workshop and provided documentation for future management.
Business Impact
Improved marketing measurement accuracy.
Enhanced marketing ROI analysis and speed to insight through visually impactful business intelligence dashboards.
Access to scalable analytics infrastructure for future growth, advanced customer segmentation and marketing personalisation.
Increase operational efficiency through a structured handover and technical documentation to understand current analytics set up.