GA4 measurement plan and event tracking for a D2C store

Kaya Botanics sells cleansers, serums and gift sets through its own online store in Germany, the Netherlands and the UK. Revenue is about €3.2 million a year from roughly 52,000 orders. The marketing team spends around €40,000 a month on paid search, paid social and email, but nobody agrees on which channel works. Google Analytics 4 was installed by an agency two years ago with default settings. Purchase revenue in GA4 is 28% lower than in the shop platform, and the "add to cart" event fires twice on some pages.

The head of e-commerce, Lena Hoffmann, wants analytics she can trust before the next budget round. She has asked for: - a measurement plan that links business goals to KPIs, events and parameters; - practice analysis on the public Google Analytics demo account (Google Merchandise Store), so you can show what the reports will answer once tracking is fixed; - a tracking specification a developer can implement through Google Tag Manager, including the e-commerce events and the data layer; - a consent set-up that respects GDPR and German expectations on cookies, and an explanation of what consent mode does to the numbers; - a weekly dashboard in Looker Studio.

You will not get access to Kaya’s real property. Use the demo account for analysis and write the specification for Kaya. If you want to test tags, use a free test site of your own.

Done looks like a measurement plan, a tracking spec, a consent note, a dashboard and a short findings memo. Lena will judge it on whether a developer could implement it without questions, and whether the dashboard answers the budget question.