CLIENT CASE EQOM
Enhancing EQOM's digital analytics ecosystem
A comprehensive audit of GA4, Google Tag Manager, and server-side tagging for actionable improvements and data-driven success.
About
EQOM
EQOM Group is a consortium of companies active in the sexual wellness space. They are a wholesaler of erotic toys and manage an international e-commerce business.
The EQOM Group was created in 2021 and represents the following brands: Beate Uhse, EasyToys, Pabo, Christine le Duc, Adem et Eve, Amorelie, etc.
USE CASE
EQOM asked us to perform an audit across 18 different domains to evaluate the implementation and effectiveness of their Google Analytics 4 (GA4) configuration, the Google Tag Manager (GTM) setup related to the Google tag, and their server-side tagging setup.
Analysis & methodology
Our analysis was focused on identifying strengths, uncovering weaknesses and providing actionable recommendations to enhance the digital analytics ecosystem. To ensure data accuracy and reliability for informed decision-making and strategic planning, we conducted a comprehensive audit using the ‘Stitchd scoring framework’.
This framework allowed us to evaluate how EQOM performed in 6 key areas, that define the resilience and quality of the behavioural data collected in GA4. We reviewed existing documentation & governance rules, the data stream settings, GTM configuration, privacy precautions and the quality of the collected data for crucial customer paths. This resulted in a comprehensive report that pinpoints the adherence to best practices and suggests adjustments to optimise data quality and applicability. .
Key points
GDPR compliance
Flagged some privacy compliance issues, as they posed a risk.
Quick wins
A few GA4 data setting issues needed to be fixed, as these were easy things to do with high value.
Enhancing data quality
Found issues that could improve the data quality (e.g. try to minimise the unassigned traffic, report on a customer level, and measure accurate click-through rate for content impressions).
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