Tracking and data · Luxury wellness
One revenue number Finance agrees with.
Every system told a different revenue story for a luxury wellness brand on Shopify Plus. We found out why, and agreed one figure with Finance.
- Client
- A luxury wellness brand on Shopify Plus
- Sector
- Wellness · Ecommerce
- Services
- Tracking & Measurement, Data & Intelligence
- Role
- Measurement and SEO
- Status
- Ongoing
01
The problem
Analytics, Shopify, the attribution tool and the ad platforms each claimed a different revenue figure.
Spend had grown while revenue had not, and Finance wanted one trusted number before spending more.
What we did
- 01
Found the missing source
Diagnosed why about half of analytics revenue had no source. It was being lost at the payment-provider hop.
- 02
Fixed the reporting property
Moved reporting to the analytics property that kept source data, and fixed referral exclusions and cross-domain tracking.
- 03
Cleaned up tags and conversions
Audited the tag container and the ad platforms' conversion actions. Six dead actions removed from use.
- 04
Agreed one basis with Finance
Agreed a single reporting basis with Finance before building anything on top of it.
- 05
Rebuilt the attribution dashboard
Built an attribution dashboard in the brand's attribution tool, rewriting its SQL section by section.
- 06
Tested the default model
Showed that the default multi-touch model was double counting orders.
- 07
A workbook Finance can check
Built a revenue-by-source reconciliation workbook for Finance.
03
The results.
Revenue totals are not published for this client.
Revenue with no source, down from 51.9%. Same 28 days, comparing the two analytics properties.
Fiscal month reconciled to Finance.
How far the default attribution model over-counted orders, approximately: 3,481 vs 2,063.
What made the difference
Agreeing the basis with Finance before building anything. Once everyone signed up to the same definition, the dashboard became something to act on rather than argue about.
Delivered with Kinsman & Co
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