E-commerce Tracking & Measurement Infrastructure

Project overview

Implemented and configured a comprehensive tracking and measurement infrastructure for an e-commerce business to support reliable conversion measurement, marketing performance analysis, and data-driven decision-making across multiple advertising platforms.

What I did

• Configured Google Analytics 4 (GA4) for e-commerce measurement.
• Implemented Google Ads conversion tracking.
• Set up Meta Pixel and conversion tracking.
• Implemented Pinterest conversion tracking.
• Configured TikTok Pixel and conversion tracking.
• Supported consistent conversion measurement across multiple marketing channels.
• Used Google Tag Manager (GTM) to manage tracking tags, triggers, and variables.
• Implemented server-side tracking infrastructure using Stape.
• Configured tracking data flows between the website, analytics tools, and advertising platforms.
• Worked on tracking consistency, data quality, and measurement reliability.
• Developed Looker Studio reporting dashboards.
• Consolidated analytics and advertising performance data for easier reporting.
• Structured reports to support campaign monitoring and performance analysis.

Technical stack

Implementation highlights

1. 01
   Audit
2. 02
   Define KPIs
3. 03
   Implement
4. 04
   Report & Improve