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Unlocking Better Business Insights Through Seamless Online and Offline Integration

Imagine running a leading car rental platform where your success hinges on accurate conversion tracking and revenue attribution. Every missed data point or misattributed sale could mean lost opportunities to optimize your marketing and budget. This was the reality for our client - a thriving online platform for travelers seeking competitive car rental deals.

The Challenge

The client encountered two key challenges rooted in their order approval process:

1. Lost Traffic Source Data: Some transactions required manual approval, with payment links sent to customers later. This process disconnected revenue from its original traffic source, leading to misattributed sales.
2. Inaccurate Tracking: Transactions were logged upon order submission, even before approval or payment, causing unreliable data in marketing and analytics platforms.

These issues resulted in incomplete insights and hindered the client’s ability to make data-driven decisions about campaign performance and budget allocation.

Our Solution

Turning Data Chaos into Clarity: We implemented a custom multi-layered solution designed to rebuild trust in the client’s data and enhance operational efficiency:

1. Redefining Transaction Measurement:
   We separated the transaction process into two clear phases:
   • An initial indication when the order was sent.
   • A final purchase confirmation only upon successful payment, ensuring clean, accurate data reporting.
2. Fixing Attribution with Parameter Preservation:
   To maintain the integrity of traffic source data, we developed a system to preserve user visit parameters. These parameters were passed into the CRM at order submission and appended to the payment link sent to customers. By doing so, every purchase -regardless of when it was completed, remained linked to its correct traffic source.
3. Real-Time Data Integration: We connected Google Analytics 4 (GA4) to Google BigQuery, enabling immediate data flow from the website to the database.
4. Automated Event Tracking and Interactive Dashboard:
   • Developed a mechanism to automatically trigger events on pages with missing or incomplete promotions, ensuring no critical data points were overlooked.
   • Created an interactive, real-time dashboard displaying all listings, allowing the team to monitor and identify problematic pages efficiently.
   • The dashboard provided instant insights into which pages required attention, streamlining the prioritization process based on user traffic data.