Summary
Challenge
NorthShore Care Supply struggled with inaccurate and incomplete tracking, making it hard to measure user behavior and optimize conversions.
Solution
Niteco initiated a comprehensive GA4 data tracking overhaul, employing an effective approach that ensures highly accurate results.
Result
NorthShore now has a fully GA4-compliant tracking system, improving eCommerce event accuracy from approximately 40% to 100%. We also developed a dashboard that provides visibility of the top-performing products, user journeys, and checkout drop-offs - empowering the business to make smarter, data-driven decisions.
The Challenge
Our returning client, NorthShore, sought assistance with both a .NET upgrade (which already delivered site-wide improvements in performance) and with resolving their Google Analytics 4 (GA4) tracking issues. Despite having a high-converting product niche, unreliable GA4 data complicated their conversion journey analysis, limiting their business potential. Their data tracking issues included:
- Incorrect trigger points
- Inconsistent product information
- Missing revenue data for high value orders
- Custom dimensions set up in Google Tag Management (GTM) but not stored in GA4
The Solution
Leveraging our experience with various data tracking optimizations, we were confident that our full-service GA4 data tracking revamp could not only solve NorthShore’s challenges but also elevate their analytics to the next level.
First, we implemented best practices for NorthShore. We started with an in-depth website scan using useful tools like Datalayer Checker, GA4 Debugger, and Google Tag Assistant. With access to the client’s GA4 and GTM, we were able to identify key issues and proposed a proper event tracking structure aligned closely with Google’s guidelines.
Once the new data structure was established, we cleaned up redundant events, reconfigured custom tracking dimensions, and added non-commerce events.
Despite the complexities of NorthShore’s data set, our experienced data analysts employed a precise approach to tackle the problem by closely collaborating with developers to address the core issues. As a result, we are able to provide a comprehensive and accurate reflection of the client’s data in GA4.
The Result
After 6 weeks of close collaboration, we significantly improved the event tracking structure, completely revamping the data tracking system. This enhanced setup has given NorthShore’s GA dashboard a fresh look - logically organized to provide clearer insights and more reliable data that support informed decision-making.
To support ongoing analysis, we developed a comprehensive performance dashboard that offers a clear overview of website activity, including:
- Top-performing products and product categories (based on highest CVR)
- Insights into the full shopping journey
- Checkout flow and drop-off analysis to identify friction points and improve conversion rates
Tracking accuracy improvement:
- Before: ~40% of eCommerce events were correctly implemented.
- After: 100% of eCommerce events are now implemented according to GA4 standards.
We continue to support NorthShore with their data requirements. We are proactively monitoring and refining the tracking system to ensure it continues to operate at peak efficiency - helping NorthShore gain accessible, data-driven insights to analyze user journeys and drive smarter decisions.
Like many companies, we found the switch from Universal Analytics to GA4 to be a real challenge. Thankfully, Niteco was able to step in and build out the correct tracking system that gives us a much clearer picture of how people engage with our site. Their ongoing support gives us confidence that our data will remain accurate as we make changes and enhancements to the site.
