GA360 Best Practice

The Challenge

RS Components is expanding into the US market and wanted to use this as a chance to level up their tracking. Given the changes arising in data-collection, we also suggested they needed to update the back-end of their website to make it more robust against privacy changes affecting cookies and conversion-tracking.

How we helped

This gave Brainlabs a big opportunity to transform tracking capabilities and vastly increase data collection, enabling a future-proof setup, advanced reporting and attribution, and improved bidding and automation opportunities as RS Components continues to grow internationally.

Phase 1 – Explore

• Undertake a thorough audit of the current setup to identify opportunities for improvement.
• Design a new GA360 configuration which could support the US expansion and future business development.

Phase 2 – Implement

• Reconfigure and build new CM advertisers and floodlights.
• Connect GA360 to SA360 and DV360 to update and future-proof the setup.
• Switch RS Components to Global Site Tag and add new u-variables to enable tracking at every stage of the online user journey.

The Results

Our overhaul of the tracking capabilities and data collection is robust against future privacy changes and means we can now track every step of the user journey at 12 different touchpoints from home page visit to conversion. RS Components now collects an additional 39 data points including basket contents, marketing preferences, and details of a customer’s business (e.g. size and industry).

This generates up to 1 million rows of data a day which can be used for custom attribution, and advanced analysis on audience segments and specific paths to conversion. Specifically, variables such as product categories are being used to retarget customers based on previous purchases and to create lookalikes of users who purchase items with a high profit margin, leading to increased revenue.