Case Studies

Problem

GA4 showed a 1.2% conversion rate, well below industry benchmarks. Three rounds of CRO over 8 months and €35K spent on optimization yielded zero improvement.

Solution

Audited tracking and found GA4 was missing 38% of all transactions due to broken cross-domain tracking, duplicate event firing, and consent mode misconfiguration. Fixed all three issues without changing the website.

Result

Problem

Form submission tracking was firing on page load instead of actual submissions, overcounting leads by 65%. Marketing was allocating €40K/month in ad spend based on inflated conversion data.

Solution

Replaced default GA4 form interaction tracking with proper submit-based events. Added enhanced conversions for hashed email matching. Budget reallocated based on accurate lead data.

Result

Problem

Cross-domain tracking between search site and booking engine was completely broken. 35% of bookings attributed to 'direct' traffic. Board considered cutting marketing budget by 40%.

Solution

Fixed cross-domain linker parameter persistence through redirects. Implemented server-side tracking via sGTM for booking confirmations as a reliable backup for purchase events.

Result

Problem

GA4 reported a 1.3% mobile conversion rate. The team assumed mobile users simply convert less and suppressed mobile ad bids. GA4 was actually missing 38% of mobile transactions.

Solution

Moved purchase tracking server-side via payment provider webhooks and sGTM. Stitched GA4 client IDs through the payment redirect to maintain attribution despite Safari ITP cookie restrictions.

Result