Reduced Manual Data Entry
Improvement in ROI
Improved Attribution Tracking Accuracy
Increased Data Driven Revenue
Avoya Travel
Industry: Travel Industry
Client Background:
Avoya Travel, a renowned name in the travel industry, sought to enhance its digital analytics capabilities to keep up with the ever-evolving online landscape. The company, known for its user-friendly travel booking site and network site, faced challenges in accurately tracking conversions, leads, and user engagement across their digital platforms.
The Challenge:
Avoya Travel's primary hurdle was in tracking and aligning their key conversion metrics with Google Analytics 4 (GA4). They struggled with specific issues like '2min-engagement-event' tracking and a 'generate_lead' event on their network site. The data alignment with their old Universal Analytics goals was off, posing a challenge in understanding user interactions and the effectiveness of their digital marketing efforts.
Almund's Approach:
Almund took a tailored approach to address Avoya Travel's specific needs. Our team focused on implementing a reliable and effective measurement system using GA4. The process involved developing custom codes and integrating them seamlessly with Avoya Travel’s existing systems, ensuring minimal disruption to their ongoing operations.
Solution and Implementation
- Custom Code Development and Integration: Almund developed and implemented custom codes for tracking ‘2min-engagement-event’ and ‘generate_lead’ events. These were carefully crafted to align closely with the company’s pre-existing goals in Universal Analytics.
- Testing and Alignment: Through rigorous testing, Almund ensured that these new events were approximately 86-89% aligned with Avoya Travel’s old goals, marking a significant improvement in data accuracy.
- Streamlining GA4 Implementation: Almund efficiently resolved the challenges with GA4 implementation, avoiding the need for Avoya Travel to start over with a fresh manual migration. This approach saved valuable time and resources.
- Collaboration and Feedback: The process involved close collaboration with Avoya Travel’s internal team. Almund’s expertise was acknowledged and well-received, as evidenced by the positive feedback from Avoya’s developers.
Outcome
Almund’s solution brought about a substantial improvement in Avoya Travel’s ability to track and analyze crucial user engagement metrics. The new ‘2min-engagement-event’ and ‘generate_lead’ tracking capabilities in GA4 provided Avoya with more accurate, actionable data.
This alignment with their historical data allowed for a smoother transition to GA4 and more reliable marketing insights.