We have a website www.paws-tails.eu, which has several tools installed for tracking data and marketing activities:
-Google Tag Manager (GTM) for tag management.
-Google Analytics for visit and conversion analytics.
-Facebook Pixel for tracking data from Facebook.
-Google Ads tracker for monitoring advertising campaigns in Google Ads.
-CAPI through Stape.io for integration with Facebook.
-The site also uses the Alteg.io platform, where the main actions related to conversions (such as purchases, registrations, etc.) take place.
Problems:
Google Analytics:
Google Analytics does not transmit the actual conversion rate. This means that the data on how many users actually completed target actions (such as purchases) may be inaccurate.
Incorrect categorization of traffic. For example, traffic from Facebook may be displayed as Referral (traffic from other sites) instead of being marked as Paid Social (paid advertising on social media), which affects the accuracy of reporting.
Google Ads:
Conversion issues. Since conversions are linked to Google Analytics, and Google Analytics cannot transmit accurate conversion data, this hinders accurate tracking of advertising effectiveness in Google Ads. As a result, advertising campaigns may show incorrect results.
Google Tag Manager (GTM):
Each agency that works with the site sets up its own tags and events. This leads to many events being irrelevant and unhelpful. It is also difficult to understand how exactly CAPI (Facebook Conversion API) is configured through GTM.
Alteg.io and widgets on the site:
When an Alteg.io widget (for example, an embed code) is installed on the site, some trackers are lost or stop working correctly. As a result, the data collected by these trackers becomes incomplete or distorted (for example, turning into "mush").
What needs to be done:
-Optimize the integration between all these tools so that they all transmit data correctly and do not conflict with each other.
-Check the settings of CAPI and Google Analytics to ensure that conversion data is accurate and correctly reflected.
-Standardize the approach to settings in GTM to avoid duplication and unnecessary events.
-Check the settings of Alteg.io to avoid data loss when using widgets.
Thus, an audit of the current setup of tools and their interaction needs to be conducted to eliminate the main problems.