Adco Displetech Case Study

Adco Displetech is a Canada-based retail store, that offers a diverse array of display solutions to enhance the visibility and appeal of products. With a commitment to quality and innovation, Adco Displtech’s online store serves as a one-stop destination for businesses seeking top-tier display fixtures and accessories. From sleek shelving units to eye-catching signage, they cater to a broad spectrum of industries, providing tailored solutions to meet unique merchandising needs.

Problem Statement:

The client had been experiencing data discrepancies between Google Analytics and Shopify for an extended period. They consistently requested resolution for duplicate conversions and sales data appearing on Analytics and Google Ads. Addressing this data discrepancy issue was crucial, as it directly impacted net sales. To resolve it, we implemented the following steps:

OUR APPROACH:

Our strategic approach with Adco Displetech involved deploying SEO tactics and regular updates to tackle challenges head-on. Addressing the data discrepancy issue was vital, prompting us to meticulously review and test every aspect to pinpoint the root cause. The following are solutions we tried to overcome the issue:

Website Audit:

Initially, we began with a thorough review of the website. During this audit, we identified that the primary cause of the data discrepancy was the improper creation of tags and the presence of backdated Analyzify data layers.

Google Analytics Audit:

Through a detailed audit of Google Analytics, we observed that in the debug view, the purchase event was firing twice. One was Google Analytics’ built-in “purchase” event, while the other was Tag Manager’s purchase event. These two tags were conflicting with each other.

Google Ads Audit:

To clarify things further, we reviewed the conversion ID and examined from which event we were receiving the data on Google Ads. We thoroughly checked the entire tracking process from the initial step to ensure that the correct IDs were connected with Tag Manager and Analytics.

GTM Tags Optimization:

We observed an issue with improper tag configuration. To address this, we reconfigured the purchase and checkout events and published a new container on Tag Manager.

Issue Identification:

After completing all of these steps, we were still experiencing duplicate sales. Upon further research, we observed that the “Analyzify Data Layer” code block was not updated. It was needed to update the Analyzify data layer with the latest version.

Analyzify Data Layer Code Blocks Update:

We replaced outdated code blocks with updated versions. It is necessary to update Analyzify regularly, as outdated versions can lead to issues with data discrepancies.

Disconnected Shopify’s Native Integrations:

After updating all of these files, tags, and the GTM container, we disconnected Google Analytics and Google Ads from Shopify’s “Google & YouTube App.” This app sends data to Google Analytics, which often leads to duplicate sales and conversion issues.