CASE OF STUDY
One of California’s best-loved restaurant chains with multiple locations focusing on fresh, high-quality seafood.
Complete digital analytics audit, Google Tag Manager setup, GA4 integration, and UTM attribution system implementation.
One of California’s best-loved restaurant chains hired Colibri Digital Marketing to optimize its digital marketing analytics and tracking. The project aimed to optimize their analytics system so that every digital marketing channel conversion was perfectly tracked and properly attributed to guarantee accurate results reporting.
Build a robust data attribution system during the pandemic online ordering transition to see which ad campaigns generate delivery and pickup revenue.
Optimize the digital analytics and tracking system to track every online ordering event and accurately attribute revenue to specific channels and locations.
Disconnected ordering system, untracked conversion steps (menu views, cart adds, payment pages), and inability to determine revenue generated by ad spend.
Colibri Digital Marketing audited the client's conversion funnel and identified steps not being tracked across the buyer's journey. Since they had recently integrated the new ordering system with their website, the agency collaborated with two development teams to ensure all events were properly configured.
Leveraging this technical support, Colibri directed the various teams to set up Google Analytics and Google Tag Manager to track every event and relevant conversion in a report. A UTM parameter system was also implemented to track results for each campaign and channel.
This UTM Builder tool allowed the in-house marketing and Colibri teams to collaborate and guarantee proper attribution of the reported results. The tool enabled the teams to understand sales originated by source, medium, campaign, term, and even content of all digital assets used in the marketing plan.
As a result of this project, the client has a fully integrated ordering system that reports every event and conversion and attributes these results to each digital marketing channel used. The UTM parameter system lets the client allocate their budget more efficiently, improve their online presence, and launch new locations and target campaigns (and results) by geo.
The client was really happy because Colibri built a system they could use in-house, giving them the independence they wanted while positioning them for success.
Implementing an end-to-end analytics setup, including Google Analytics, Google Tag Manager, and UTM parameters, enables precise conversion tracking to drive data-driven budget optimization while empowering client teams with in-house capabilities for sustained marketing success.