A clean read on sales and margin.
A Texas-based direct-to-consumer brand selling boxes of American-raised beef, chicken, pork and wild-caught seafood, delivered to the door. Most revenue comes from recurring subscriptions, and the brand is built around supporting American farms and ranches. It sells through its own stores and apps and grew very quickly.
Rapid growth on a complex stack left the business without a clean read on sales, marketing performance, retention or inventory. Data was spread across ad platforms, the CRM, Shopify and BigCommerce.
Universal Analytics was being switched off, so the GA4 migration had a fixed deadline. It had to be completed without losing the historical behavioural data the team relied on.
Full journey tracking
We implemented tracking across the websites, apps and storefront platforms with a shared event plan. The full customer journey is captured, from ad click through first order to repeat subscription.
GA4 migration
We ran the GA4 migration in parallel with the data consolidation work. Both setups ran side by side while numbers were reconciled, and historical data was exported to the warehouse so none of it was lost.
BigQuery consolidation
We designed a custom warehouse architecture in BigQuery and brought in Shopify, BigCommerce, Klaviyo, Google Ads, Meta Ads, Criteo and GA4. Modelled tables give one definition of orders, customers and revenue across every source.
Automated dashboards
We built dashboards covering sales by channel, return on ad spend and subscription retention. They refresh automatically, so the weekly reporting scramble went away.
Trend and margin analysis
We delivered ongoing analysis of trends and margins by product and channel. The team used it to plan promotions, buy stock and decide where to push spend.
- The business gained a clear view used to optimise marketing spend, manage inventory and improve profitability.
- Marketing, CRM and store data sit on one foundation.
- The GA4 migration landed before the deadline with history preserved.
- Weekly reporting runs itself, so the team spends its time acting on the numbers.
The client’s name and specifics are covered by an NDA that limits what we can publish. We have permission to discuss the work in more detail in private, so ask us on a call.
Book a callRelated work
Ad spend matched to real applications, including the offline ones.
We rebuilt tracking on a server-side GA4 setup, brought every source into one warehouse and built attribution that ties spend to completed finance applications.
A global GA4 migration with no break in measurement for any market.
We designed a global analytics schema for Royal Canin, migrated a very large multi-market site to GA4 and piped the raw data to its Azure and Databricks teams.