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project:

coles liquor

Background

 

Coles Liquor Group, part of Coles Group, operates some of Australia’s most prominent liquor retail brands, including Liquorland, Vintage Cellars, and First Choice Liquor. With a growing focus on e-commerce and data-driven marketing, the group needed to overhaul their analytics stack to better track customer interactions, attribute revenue, and power their Google Retail Search integration.

They partnered with Sense Data Lab to implement a future-proof GA4 tracking solution across all sites.

Planning & Strategy

Working closely with Coles Liquor’s development team, we defined a tailored tracking strategy focused on:

  • A robust measurement framework aligned to e-commerce KPIs

  • Detailed dataLayer documentation to support clean, scalable implementation

  • GA4 rollout designed to support cross-platform tracking and attribution, including Google Retail Search compatibility

     

    Tracking & Implementation Highlights

    Our implementation captured the full customer journey across Coles Liquor’s digital storefronts, with a strong focus on e-commerce and merchandising insights:

    • Promotion Tracking: Captured views and clicks for internal promotions, banners, and featured deals to measure performance and drive optimization.

    • Product List Insights: Tracked product impressions and clicks on collection and category pages to assess merchandising effectiveness.

    • Item-Level Dimensions: Tracked granular product details such as wine variety, region, alcohol content, price range, and promotional status — giving teams deep insight into what’s driving conversions.

    • Search & Attribution Tracking: Integrated Google Retail Search touchpoints such as autocomplete suggestions and keyword interactions for smarter search optimization.

      Results

        The transition to GA4 was executed with near-zero data downtime, and the outcomes were immediate and measurable:

        • Enhanced Tracking Coverage: Full-funnel visibility across all e-commerce interactions

        • Improved Attribution Accuracy: Clearer understanding of which marketing channels drive conversions

        • Actionable Insights: Real-time dashboards and reports for inventory, promotions, and search behavior

        • Google Retail Search Integration: High-quality data fed directly into search results for better visibility and ROAS

        • Scalable Tracking Infrastructure: Decoupling GA4 from the Adobe data layer allowed for faster deployment and long-term reliability

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