The Beast now credits sales to the right source
The Beast is a high-speed thrill boat ride in New York Harbor, operated by Circle Line. It sells tickets online to tourists and locals, alongside the Circle Line sightseeing cruises.
Ticket sales for The Beast could not be attributed to marketing sources. The team had no way to tell which campaigns were selling rides.
Because its measurement differed from Circle Line, the two properties could not be compared. Performance questions across the business had no consistent answer.
GA4 conversion tracking
We built GA4 with conversion tracking across The Beast ticketing funnel, from ride selection through checkout to purchase. Revenue and ticket detail are captured on each sale.
Attribution rework
We reworked the setup so sales are credited to the source that drove them. Campaign tagging and cross-domain handling were fixed so the source carries through to checkout.
Alignment with Circle Line
We mirrored the Circle Line event names, parameters and conversion definitions. The two properties now report in the same shape and can be compared side by side.
GTM deployment and QA
Tracking was deployed through Google Tag Manager using the same container structure as Circle Line. Test bookings were run through every step and checked against reporting before sign-off.
- Conversions are attributed to the right source.
- Measurement is consistent across The Beast and Circle Line, which allows direct comparison.
- Every step of the ticketing funnel has conversion tracking.
- The marketing team can judge campaigns on real ticket sales.
Related 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.