Dairy · E-commerce
Amul India — Data Accuracy, Attribution & Conversion Tracking
Strengthening e-commerce tracking with accurate data, corrected conversions, and attribution mapping to enhance decision-making.
Background & Challenge
Amul India faced significant challenges in tracking user behavior and conversions across digital platforms. Inconsistent data collection reduced accuracy and created discrepancies between reported and actual performance.
- Data accuracy gaps due to fragmented tracking
- Inconsistent e-commerce tracking leading to incorrect revenue capture
- Duplicate or missing conversions across GA4 and CRM
- Lack of reliable attribution tracking for user journeys
Approach
- 01. Data Tracking & Validation
Audited GA4 events and e-commerce parameters; aligned with CRM to ensure consistent and accurate tracking.
- 02. E-commerce Accuracy Correction
Fixed missing and duplicate transactions by validating order IDs, revenue values, and refunds.
- 03. Conversion Tracking Enhancement
Redesigned GA4 conversion events to capture funnel actions precisely; implemented server-side validation.
- 04. Attribution Tracking Framework
Introduced multi-touch attribution models to map user journeys and built Looker dashboards for funnel insights.
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Results & Impact
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