Case studies

Irish ecommerce brand on Shopify

A fashion brand running Google and Meta ads, with GA4 and a Shopify store. The brief: get the website and backend tracking in order without changing the customer-facing site.

• Found

  All nine GA4 events were marked as key events. 99.64% of sessions counted as converting, which made conversion reporting meaningless.

  Fixed: reduced to two key events, form submissions and purchases.

• Found

  Google Ads had 12 conversions on record: 11 add to basket, 1 checkout started, 0 purchases. Campaigns were set to optimise for baskets.

  Fixed: purchase set as the only primary goal; the others kept for reporting only.

• Found

  GA4 recorded purchases with a value of zero, while Shopify recorded the sales. Google Ads was receiving values from the same app.

  Escalated: diagnosed to the store's Google app and raised with Shopify and Google support with the evidence attached.

• Found

  Merchant Center told Google that returns were free. The shop's published policy said the customer pays return postage.

  Fixed: return policy corrected, and a policy added for 15 countries the shop ships to that had none.

• Found

  GA4 kept detailed event data for two months only.

  Fixed: extended to 14 months.

• Found

  Several key pages had no main heading for search engines.

  Fixed: theme backed up first, headings corrected with no visible change to the design.

• Found

  Meta's purchase count matched the shop's order count, so tracking was not why paid social underperformed.

  Reported: the bigger gap was product page to basket, which tracking fixes alone will not solve.

Outcome: measurement against the pre-work baseline is still in progress, so no result figures are published here yet.

Professional services firm on Wix

A mediation and training business relying on enquiries from its website. The brief: fix the site's structure, calls to action and search basics so enquiries reach the right inbox.

• Found

  Page titles were cut off in search results, showing only part of the business name.

  Fixed: written titles and descriptions set on the main pages and on each service page.

• Found

  Buttons used several different labels for the same action, which made the next step unclear.

  Fixed: cut to three consistent actions across the site: enquire, learn more and join the waiting list.

• Found

  Several contact points were in use, including an old email address.

  Fixed: every contact point moved to one business email address and one phone number.

• Found

  Analytics recorded form submissions but not phone, email or button clicks.

  Fixed: click tracking added in Tag Manager and published.