Case studies from complex measurement work

The challenge

More than 20 hospital websites operated across separate GA4 properties with inconsistent tracking and conversion definitions. This limited the central marketing team's ability to compare performance, consolidate campaign activity and understand how patients moved through the wider hospital network.

Planning and strategy

We defined a shared measurement plan covering event definitions, conversion rules, campaign handling, hospital-level reporting and a consolidated roll-up view for the central marketing team.

What we delivered

Designed and implemented a standardised GA4 measurement framework across the hospital websites, including shared event definitions, conversion rules and reporting requirements. We cleaned and aligned the individual properties, established a structured QA process and created a central roll-up view that consolidated network-wide activity while preserving hospital-level reporting.

Journey discovery

With consistent measurement in place, we analysed journeys across national campaigns, hospital websites, service content, doctor pages and specialist-search pathways to identify where users progressed, disengaged or needed clearer next steps.

The outcome

A governed analytics framework that gave the central marketing team a trusted view of performance across the network, clearer hospital-level comparisons and better evidence for improving campaigns, content pathways and specialist discovery.

Full case study

Creating one measurable acquisition journey across a distributed website network

Background

A national early education provider operated a network of corporate, brand and centre websites supported by a central booking experience. Families could enter through different parts of this ecosystem depending on their location, search behaviour and the marketing campaign they had encountered.

The challenge

The distributed website structure made the complete customer journey difficult to measure. Visitors could begin on one website, move to another brand or centre site and then complete their enquiry or booking through a shared booking platform.

The websites used separate analytics properties and inconsistent Google Analytics identifiers. Multiple properties could also fire on the shared booking experience, creating fragmented sessions, inconsistent attribution and an unclear view of which website or campaign had initiated the journey.

As a result, the central marketing team could not reliably connect acquisition activity with booking outcomes across the complete website network.

Planning and strategy

Sense Data Lab audited the existing GA4 properties, Google Tag Manager containers, cross-domain journeys and booking-page implementation.

We then designed a unified measurement strategy covering:

• Entry through corporate, brand and centre websites
• Movement between websites within the network
• Progression into the shared booking experience
• Consistent campaign and source attribution
• Shared conversion and booking definitions
• Website-level and consolidated reporting
• Governance for new websites and properties

What we delivered

Sense Data Lab cleaned and standardised the analytics setup across the website network, aligning event names, conversion definitions, campaign handling and property configuration.

A consolidated measurement approach was introduced so the organisation could understand performance across the full network while retaining the ability to analyse individual websites and brands.

We also developed a first-party cookie-based attribution bridge. This preserved the originating website, campaign and acquisition context as a user moved into the shared booking environment.

The booking implementation was then adjusted so the relevant journey and attribution information could be associated with the correct reporting structure rather than generating fragmented or conflicting data across multiple properties.

The outcome

The new measurement framework connected acquisition and booking behaviour across the distributed website network.

• A consolidated view of performance across the website ecosystem
• Clearer visibility from campaign entry through to booking
• More reliable source, medium and campaign attribution
• Consistent conversion definitions across websites
• The ability to compare individual websites and brands
• Better evidence for determining which campaigns and destinations produced booking activity
• Greater confidence when reallocating marketing investment across the network

A unified measurement and attribution framework gave the marketing team visibility of the complete journey, from campaign and website entry through to the shared booking experience, regardless of which website a family initially visited.

The challenge

The retailer needed to modernise ecommerce measurement across multiple digital storefronts while working alongside an existing Adobe data layer. The existing structure did not provide the independence, ecommerce detail or search attribution required for a reliable long-term GA4 implementation.

Planning and strategy

We worked with development and ecommerce teams to define a measurement framework covering the full ecommerce journey, internal promotions, product-list performance, onsite search and the product attributes required for merchandising analysis.

What we delivered

Worked closely with the retailer's development and ecommerce teams to design a comprehensive measurement framework and detailed data-layer specification. The implementation covered the full ecommerce journey, internal promotions, product-list performance, onsite search interactions and the additional product attributes needed for merchandising analysis.

Measurement detail

The updated data layer included detailed item-level dimensions such as product category, variety, region, alcohol characteristics, price range and promotional status. This gave teams a more granular view of which products, placements and promotions contributed to engagement and conversion.

Search and attribution

We also incorporated onsite search, autocomplete and keyword interactions into the measurement design, preparing high-quality behavioural and product data for Google Retail Search attribution and optimisation.

Implementation approach

The GA4 implementation was decoupled from the existing Adobe-specific structure, creating a more maintainable measurement layer that could evolve independently. Testing and cutover were carefully coordinated to minimise disruption and preserve continuity in ecommerce reporting.

The outcome

A scalable GA4 foundation with full-funnel ecommerce visibility, richer product and merchandising insights, stronger campaign and search attribution, and data structured to support ongoing Google Retail Search optimisation.

Full case study

Creating a consistent measurement framework across a government website portfolio

Background

An Australian Government regulator managed several public-facing websites serving different audiences, content needs and public-information initiatives.

Over time, analytics had been implemented differently across the website portfolio. This made it difficult to compare engagement, maintain consistent reporting or determine whether public-awareness campaigns were successfully reaching and informing their intended audiences.

The challenge

Different websites and analytics properties used inconsistent configurations, event names and engagement measures.

The content and marketing teams also had different reporting needs. Content teams needed to understand whether people could discover and engage with important public information, while marketing teams needed to evaluate campaign reach, landing-page behaviour and meaningful downstream actions.

Without agreed conversion definitions, the organisation could report traffic but had limited visibility into whether users were completing the actions that actually mattered.

Planning and strategy

Sense Data Lab worked with content, marketing and digital stakeholders to establish the purpose of each website and identify the actions that represented meaningful engagement.

This included defining:

• Primary and supporting conversions
• Public-information engagement
• Campaign landing-page behaviour
• Important downloads and outbound actions
• Navigation into deeper guidance content
• Cross-site reporting requirements
• Consistent event and parameter definitions
• Governance for future campaigns and websites

What we delivered

Sense Data Lab completed a structured audit and cleanup across the organisation's GA4 properties and existing tracking.

Google Tag Manager was then implemented or standardised across the relevant websites using a shared measurement framework.

A documented measurement plan defined the events, parameters, conversions and reporting requirements needed by content and marketing teams.

For a major public-awareness initiative, Sense Data Lab implemented dedicated campaign measurement across the relevant public-facing pages. This provided visibility into campaign entry, content engagement, important actions and progression into supporting information.

The outcome

The regulator gained a more consistent and maintainable analytics structure across its website portfolio.

• Shared definitions of meaningful engagement
• More consistent reporting across websites
• Clearer visibility of campaign landing-page performance
• Better understanding of how users engaged with public-information content
• Improved measurement of campaign uptake and downstream actions
• A repeatable tracking approach for future public-awareness initiatives
• Greater confidence when evaluating content and campaign performance

A shared measurement framework gave content and marketing teams a clearer view of public engagement and campaign performance across previously fragmented websites.

Full case study

Building user-journey and form analytics into a public-service website migration

Background

A state government tribunal service was migrating to a new website used by members of the public to find information, understand available services and complete important application processes.

Because the new website represented a complete structural change, the organisation needed a new analytics implementation rather than carrying forward the limitations of its previous tracking.

The challenge

Public-service journeys were often complex. Users needed to determine which service applied to their situation, locate the correct information and then find and complete the relevant form.

The organisation had limited visibility into:

• How users moved from the homepage into service content
• How many steps were required to reach important information
• Whether users could find the correct forms
• Where people began or abandoned a form
• Which form steps created the most friction
• How long different forms took to complete
• Whether validation errors or unclear questions were affecting completion
• Where navigation created unnecessary effort or frustration

Planning and strategy

Sense Data Lab worked with project and digital stakeholders to understand the new information architecture, priority public services and the key journeys the website needed to support.

A measurement strategy was created before launch covering:

• Homepage and navigation pathways
• Service and information discovery
• Internal search behaviour
• Form discovery
• Form starts and completions
• Form-step progression
• Validation and submission errors
• Abandonment points
• Completion time
• Important downloads and supporting content
• Website migration and post-launch QA

What we delivered

Sense Data Lab designed and implemented a new GA4 and Google Tag Manager solution for the migrated website.

Tracking was built around complete user journeys rather than basic page views. This allowed the organisation to understand how people entered the website, which content helped them progress and where they encountered difficulty.

Detailed form measurement captured:

• Form views
• Form starts
• Step progression
• Validation errors
• Failed submissions
• Abandonment points
• Successful completions
• Time to complete

The implementation also measured homepage navigation, internal search, service discovery and the number of interactions required to reach priority content.

Analysis and optimisation

Once reliable data was available, Sense Data Lab analysed the key public-service journeys and form funnels.

The analysis identified:

• Forms and services that were difficult to locate
• Navigation pathways requiring unnecessary interactions
• Form stages associated with higher abandonment
• Processes taking users longer than expected
• Areas where errors or unclear steps interrupted completion
• Homepage and information-architecture opportunities that could shorten the path to priority services

The outcome

The tribunal gained a reliable evidence base for improving the public-facing website.

• How people found and navigated to key services
• Whether users could locate the correct forms
• Where users struggled during form completion
• Which processes created the greatest friction
• How forms could be restructured or clarified
• How homepage and navigation pathways could be shortened
• Which website improvements should be prioritised after launch

Journey and form analytics gave the organisation clear evidence for reducing unnecessary clicks, improving form discovery and redesigning the points where users experienced the greatest difficulty.

Full case study

Measuring the complete journey from campaign acquisition to active customer

Background

An Australian online wagering platform needed a more complete view of customer acquisition and behaviour.

Existing reporting provided some visibility of website traffic and registration, but the organisation needed to understand what happened after a user created an account.

Marketing teams needed to connect campaign activity with completed registration, account activation, platform engagement and commercial outcomes rather than evaluating performance using traffic or sign-up volume alone.

The challenge

The customer journey contained several important stages:

• Marketing campaign interaction
• Landing-page engagement
• Registration commencement
• Registration progression
• Successful registration
• Post-registration activation
• Account funding or initial commercial action
• Ongoing platform interaction
• Aggregate revenue generation

Without consistent measurement across these stages, the organisation could not confidently determine:

• Where prospective customers abandoned registration
• Which campaigns generated completed registrations
• Whether registered users became active customers
• Which acquisition channels generated meaningful downstream value
• What users did after joining the platform
• How website behaviour related to commercial performance

Planning and strategy

Sense Data Lab worked with marketing, product and technical stakeholders to define the customer lifecycle and identify the events that represented meaningful progression.

The measurement strategy covered:

• Campaign acquisition
• Registration entry
• Registration steps
• Validation and registration errors
• Registration abandonment
• Successful account creation
• Post-sign-up activation
• Important authenticated platform interactions
• Aggregate transaction and commercial events
• Marketing attribution
• Commercial reporting requirements

What we delivered

Sense Data Lab designed and implemented a complete GA4 measurement framework across the public website, registration funnel and relevant post-sign-up experience.

A structured data-layer specification defined the events and parameters required to measure customer progression consistently.

Registration tracking captured:

• Registration starts
• Step progression
• Validation errors
• Failed submissions
• Abandonment points
• Successful registrations

Post-sign-up measurement captured the agreed activation and platform-engagement milestones, allowing the organisation to distinguish registered accounts from customers who became meaningfully active.

Aggregate commercial events were also incorporated into the measurement framework so campaign and customer acquisition reporting could be evaluated against downstream value rather than sign-up volume alone.

Campaign attribution

The implementation connected campaign acquisition with registration and post-registration behaviour.

This gave marketing teams a clearer view of:

• Campaigns driving registration starts
• Campaigns driving completed registration
• Channels producing activated users
• Acquisition sources associated with stronger downstream engagement
• Differences between high-volume and high-value acquisition

The outcome

The wagering platform gained an end-to-end view of the customer journey from campaign entry through registration, activation and subsequent platform behaviour.

• Clearer registration-funnel reporting
• Visibility of abandonment and validation issues
• Measurement of post-sign-up activity
• Stronger campaign and acquisition attribution
• Aggregate commercial performance by acquisition source
• Better evidence for evaluating marketing effectiveness
• A scalable measurement structure for future platform development

Marketing and product teams could connect campaign acquisition with registration, activation and aggregate commercial outcomes rather than relying on traffic and sign-up volume alone.

Full case study

Building consistent web and mobile measurement for a new wagering platform

Background

BlueBet was implementing a new website alongside an established mobile customer experience.

The organisation needed a measurement framework that could explain behaviour across both environments, particularly during customer acquisition and registration.

Sense Data Lab was engaged to support the new analytics implementation, data-layer design, debugging and cross-platform journey measurement.

The challenge

The website and mobile experience formed parts of the same broader customer journey, but inconsistent implementation made that journey difficult to analyse.

The organisation needed to understand:

• How marketing campaigns drove users into the platform
• Where prospective customers entered the registration funnel
• How users progressed through individual registration stages
• Which validation or technical issues affected progression
• Where users abandoned registration
• How web and mobile interactions related to one another
• Whether registered users progressed into meaningful platform activity
• How campaign performance differed beyond initial acquisition

Planning and strategy

Sense Data Lab mapped the customer journey across the new website, registration experience and mobile platform.

A shared measurement approach defined:

• Consistent event names
• Registration stages
• Validation and error events
• Successful account creation
• Post-registration milestones
• Campaign attribution
• Web and mobile reporting requirements
• Cross-platform identifiers where permitted and appropriate
• Implementation and QA responsibilities

What we delivered

Sense Data Lab developed the measurement requirements and data-layer specifications for the new website.

The implementation included detailed registration-funnel tracking covering:

• Registration entry
• Registration starts
• Step progression
• Validation errors
• Technical failures
• Abandonment points
• Successful registration

We reviewed and debugged the data layer to identify events that were missing, inconsistent or firing with incomplete information.

Web and mobile event definitions were aligned so equivalent customer actions could be analysed consistently across platforms.

Cross-platform measurement

The implementation was designed to provide a more connected view of customer behaviour across web and mobile.

Where authentication, consent and available identifiers permitted, and subject to applicable privacy controls, the measurement approach supported analysis of users progressing between platforms.

Where direct journey stitching was not available, consistent events, parameters and funnel definitions still enabled more meaningful comparison of web and mobile behaviour.

Campaign and funnel analysis

The resulting data allowed marketing and product teams to examine:

• Campaign acquisition
• Registration starts and completions
• Step-level registration progression
• Validation and technical issues
• Abandonment
• Differences between web and mobile behaviour
• Post-registration activity
• Acquisition quality beyond the initial click

The outcome

BlueBet gained a more reliable view of customer acquisition and registration across its web and mobile experiences.

• Consistent web and mobile event definitions
• Clearer registration-funnel visibility
• Identification of significant abandonment points
• Better visibility of validation and technical issues
• Improved campaign attribution
• Stronger analysis of customer progression after registration
• A scalable measurement foundation for the new platform

A shared web and mobile measurement framework gave BlueBet clearer visibility of registration progression, abandonment and the campaigns driving meaningful customer activity.

The challenge

Standards Australia needed a consistent way to understand customer behaviour across its web store, mobile app, standards reader and subscription experiences. Fragmented platform data made cross-device journeys, ecommerce attribution and customer segmentation difficult to analyse.

What we delivered

Designed and implemented an integrated Segment CDP and GA4 measurement framework across web and mobile. User ID stitching connected authenticated journeys, while Segment identify calls captured relevant customer attributes such as role, industry and organisation size.

Tracking scope

The implementation covered product discovery, ecommerce funnels, subscription activity, standards-reader engagement, internal search, promotions and important experience failures such as login and payment errors. Product format and licence type were also captured to support more granular analysis.

Data activation and reporting

Segment was configured to distribute governed data to GA4, Google Ads and other approved destinations. BigQuery-connected reporting provided scalable access to detailed data without depending solely on GA4 API quota limitations.

The outcome

A unified view of user journeys across web and mobile, improved ecommerce and subscription analysis, richer customer segmentation and a scalable data foundation for reporting, activation and retention initiatives.

The challenge

Adairs was moving to a new ecommerce website across Australia and New Zealand while operating both Universal Analytics and GA4. The migration required a new measurement approach without losing continuity in reporting or disrupting data collection during launch.

What we delivered

Worked with marketing, ecommerce and IT stakeholders to define business goals, KPIs and campaign-reporting requirements. We then created a measurement strategy and data-layer specification covering the new website functionality, ecommerce journey and marketing attribution requirements.

Migration and QA

A dedicated test environment was used to validate the implementation before launch. Sense Data Lab coordinated the phased analytics cutover with the development and IT teams so the new tracking could be activated at the correct point without affecting website performance or the customer experience.

The outcome

Adairs transitioned to the new ecommerce platform with consistent analytics coverage and continuity across the migration. The new implementation produced cleaner, more comparable data and gave the team a stronger foundation for conversion analysis, campaign reporting and ecommerce optimisation.

The challenge

Equifax needed to move from Google Analytics 360 to standard Google Analytics while reorganising tracking across more than 20 Universal Analytics properties. The migration needed to reduce platform costs without disrupting reporting across its B2B and consumer brands.

What we delivered

Reviewed and reorganised the account structure, removed obsolete tags and legacy tracking, and developed a measurement strategy aligned with stakeholder and business KPIs. Additional data-layer tracking was introduced to surface customer and campaign insights that had not previously been available.

GA4 migration and reporting

Following the initial account restructure, the properties were migrated to GA4 with continuity across the relevant reporting requirements. A central reporting approach using BigQuery and Looker Studio gave teams access to more detailed data and a consistent reporting layer across brands.

The outcome

A more maintainable analytics structure, reduced platform costs, consistent measurement across B2B and consumer experiences, and improved access to the data needed for campaign, conversion and customer-behaviour analysis.