The Power of Data

Implementing GA4 and Tracking Custom Events for Improved Website Analytics


This case study describes how Lab651 helped a large B2B e-commerce company implement Google Analytics 4 (GA4) and track custom events to improve their website analytics. The goal of the project was to provide the client with a more holistic view of user behavior, granular event tracking, and accurate attribution modeling.

Client Background

The client is a large B2B e-commerce company that operated an online marketplace for industrial products. They had been using traditional analytics tools with limited tracking capabilities, and they were looking to leverage the power of GA4 to unlock valuable data and make business decisions rooted in data.

Initial Audit and Discovery Phase

To kickstart the process, we conducted a comprehensive audit of the client's existing analytics structure. We assessed their current tracking mechanisms, identified data gaps, and interviewed key stakeholders to understand their wants, needs, and pain points. Through this process, we determined that the client desired a more holistic view of user interactions, granular event tracking, and accurate attribution modeling.

Google analytics infographic chart. Traffic statistic on website

Developing a GA4 Implementation Plan

Based on the audit findings and the client's requirements, we formulated a detailed plan for implementing GA4. This plan encompassed the following key steps:

  • Data Layer Setup: We collaborated with the client's technical team to implement a robust data layer architecture that captured relevant user interactions across their website.
  • Event Tracking Strategy: Working closely with the client's marketing team, we identified key events and conversions that were critical to tracking and aligned with their business goals. These events included product views, key event tracking and external retailer clicks. This allowed the team to get a sense of user interaction on the site and where users dropped off on the user path.
  • Custom Dimension and Metrics: We implemented custom dimensions and metrics to capture additional context and insights specific to the client's business. This allowed us to segment data based on user demographics, referral sources, and campaign attributes.
  • Monthly Review and Reporting: Once the GA4 setup was complete, we initiated a monthly review process with the client. During these sessions, we presented a comprehensive analytics report that highlighted key performance metrics, identified trends, and provided actionable insights. This report was combined with a discussion on any recent business updates or changes, enabling us to align analytics findings with the client's overall strategic direction.
  • Agile Approach and Iterative Improvements: One of the significant advantages of analytics is its flexibility. We worked closely with the client to identify opportunities for improvement based on their evolving needs. This involved making regular updates and changes to the tracked events, custom dimensions, and metrics to ensure the reporting aligned with the client's ever-changing requirements.

Results and Benefits

Through the implementation of GA4 and custom event tracking, our client achieved several notable benefits:

  • Enhanced Data Accuracy: The new GA4 setup provided more accurate and granular data, offering a deeper understanding of user behavior and interactions on the website.
  • Actionable Insights: The monthly analytics reports delivered actionable insights that guided marketing strategies and informed decision-making processes.
  • Improved Campaign Performance: The client gained the ability to attribute conversions and revenue to specific marketing campaigns, enabling them to optimize their advertising efforts and allocate budgets more effectively.
  • Scalability and Flexibility: The GA4 implementation allowed for easy customization, enabling the client to adapt their tracking and reporting based on emerging business needs and industry trends.
Krynica-Zdroj, Poland - July 11, 2017: Businessman using Google Analytics in the office on the touch screen of his tablet. Google Analytics is the most famous application for advanced web traffic analysis in the world


Implementing GA4 and tracking custom events provided our client with a comprehensive and robust analytics solution that empowered them to make data-driven decisions. By conducting regular reviews, updating tracking parameters, and aligning the data with business updates, our engagement ensured that the client's analytics capabilities evolved in tandem with their strategic goals.

Are you looking to improve your analytics capabilities and make data-driven decisions?

We can help you implement GA4 and track custom events, ensuring that you have a comprehensive and robust analytics solution.

Contact us today to learn more about how we can help you improve your analytics capabilities.