CASE STUDY · ANALYTICS · ANONYMIZED · SPIRITS
Analytics, properly wired, on a brand that didn’t have it.
Event taxonomy
In operation
Foundation
GA4 property
GTM container
Event taxonomy
Looker Studio dashboards
Mapped to
Campaigns
Content
Lead capture
Configured
Documented
Handed over
Client
Anonymized — Spirits brand
Industry
Premium spirits
Service area
Analytics & GTM (foundation)
Engagement type
Project
Status
Delivered, in operation
01 — The brief
A premium spirits brand with a marketing site doing real work — campaigns, content, lead capture — and an analytics situation that hadn’t been built to measure any of it properly. GA4 was technically installed, but the events firing didn’t map to the business questions the team needed answered. The GTM container had accumulated tags from previous agency partners and had drifted into the kind of state where the team wasn’t sure which tags were live, which were broken, and which had been forgotten.
The brief: build the analytics foundation properly. Not a multi-month attribution program. Not a complex MarTech stack. Just clean, well-configured analytics that captures what the team needs to measure and surfaces it in a way they can actually use.
02 — What we did
01
GA4 implementation
Properly configured GA4 property, with the data model and conversion events designed around what the brand actually measures — not the default events that come out of the box. The events that matter to the brand fire correctly. The events that don’t, don’t.
02
GTM container
Cleaned up the existing container, removed legacy tags, documented every tag that survived the cleanup. Set up the structure so the next person who opens it can understand what’s there and why. Most GTM problems trace back to this layer being a mess; we made sure it wasn’t.
03
Event taxonomy
Aligned the events fired across the site to the business questions leadership needed answered. Custom dimensions and metrics defined for the brand’s specific use cases. UTM hygiene standardized across campaigns so cross-channel attribution actually works.
04
Dashboards configured for the in-house team
Looker Studio dashboards built around the questions the team actually asks, not template dashboards stuffed with metrics nobody opens. Hierarchy that surfaces what matters first.
05
Documentation and handover
Every event documented, every tag explained, every dashboard’s data source mapped. The kind of handover doc the team can actually use to onboard the next agency or hire.
03 — How the engagement runs
Fixed-price project. Four-week engagement covering audit, configuration, dashboard build, and handover. Light optional retainer afterward for adjustments and new metric requests as the brand’s marketing needs evolve. The day-to-day analytics work sits with the in-house team.
04 — What changed
“
The GTM container is documented and understood rather than mysterious. Dashboards reflect business questions instead of GA4 defaults. The team can answer “how did the campaign perform” without two days of data archaeology.
Foundational analytics work doesn’t generate dramatic before/after numbers — the change is that the team can now ask better questions, get cleaner answers, and make decisions with less noise. Quietly valuable, hard to overstate, and the kind of work that compounds across every campaign and content cycle that follows.