Goals
An organic retailer was leveraging an increasingly outdated analytics model (UA) and needed to implement GA4 using Shopify without any sudden data loss. They also wanted to increase their month-over-month revenue, optimize their advertising budget, and improve their current ROAS. The brand was also re-launching a B2B Wholesale program and needed a Google Ads pilot program to promote their revamped offers.
Strategy
I implemented a plan to adopt GA4 without any data loss using Shopify’s back-end connection, in addition to setting up custom events and revenue tracking. After providing a comprehensive audit of their Google Ads account, I removed all unnecessary targeting, honed in on all high-impact campaigns, and added in new Performance Max campaigns to leverage new ad placements. Following the launch of their B2B Wholesale program, I set up a revenue-driving Performance Max campaign on Google Ads to promote their pilot.
Results
Over the course of 9 months, I increased the organic retailer’s sales revenue by 93% which grew sales by 3x compared to the previous period, achieved 7x ROAS for branded Google Ads searches, and increased Google Ads engagement by 3.16k. I also provided ongoing support and resources for the GA4 integration, created custom audience views, and provided channel insights for growing revenue trends.
