Overview
A comprehensive full-funnel tracking system that connects session data to revenue outcomes, enabling data-driven decision making across the entire customer journey.
The Challenge
The marketing team was flying blind. Data was fragmented across multiple platforms with no clear visibility into the customer journey from first touch to purchase.
Key Pain Points
- ✕GA4 and Shopify data lived in separate silos with no connection between them
- ✕Impossible to attribute revenue to specific marketing channels or campaigns
- ✕Manual reporting took 8+ hours weekly and was often outdated by the time it was delivered
- ✕No visibility into where customers were dropping off in the funnel
- ✕Marketing budget allocation was based on gut feeling rather than data
Business Impact: The company was losing an estimated $50K/month in marketing spend on underperforming channels due to lack of attribution visibility.
The Solution
I designed and implemented a modern data stack that unified all marketing and sales data into a single source of truth.
Data Collection & Export
Configured GA4 BigQuery export to capture raw event data including enhanced ecommerce events, user properties, and session data.
Data Modeling
Built a dimensional data model in BigQuery with fact tables for sessions, events, and transactions, plus dimension tables for users, products, and campaigns.
Attribution Logic
Implemented multi-touch attribution models (first-touch, last-touch, and linear) to understand the full customer journey.
Visualization Layer
Created interactive Looker Studio dashboards with drill-down capabilities from high-level KPIs to individual transaction details.
Tech Stack
The Results
The new system transformed how the marketing team operates, enabling data-driven decisions at every level.
"For the first time, we can see exactly where our marketing dollars are going and what's actually driving revenue. This has completely changed how we plan campaigns."
Key Learnings
Data quality at the collection layer is critical - garbage in, garbage out
Stakeholder buy-in requires showing quick wins before building the full solution
Documentation and training are as important as the technical implementation
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