Setting up Google Analytics for the Victoria Lado (Shop Express) website + integration with social media

Setting up Google Analytics for the Victoria Lado website (Shop Express) + integration with social networks

Project goal

To set up Google Analytics (GA4) for the Victoria Lado website (Shop Express platform) with full integration with social networks (Instagram, Facebook, TikTok).

Task — to obtain complete analytics:

    ◦    where visitors come from,

    ◦    how they interact with the website,

    ◦    which advertising campaigns and posts generate conversions into orders,

    ◦    what the average check is and the effectiveness of different channels.

Tasks 

    1    Setting up Google Analytics 4

    ▪    Create a GA4 account for the Victoria Lado brand.

    ▪    Integrate GA4 with the Shop Express website (via Google Tag Manager or other available methods).

    ▪    Set up basic events (page_view, scroll, outbound_click).

    ▪    Add e-commerce events (add to cart, checkout, purchase).

    2    UTM tags and social networks

    ▪    Set up the structure of UTM tags for Instagram, Facebook, TikTok (organic + advertising).

    ▪    Check traffic display in GA4 by campaigns and sources.

    ▪    Create a short guide on how to properly add UTM to posts and ads.

    3    Integration with advertising accounts

    ▪    Connect Meta Ads (Facebook + Instagram) to GA4.

    ▪    Connect TikTok Ads to GA4.

    ▪    Check the accuracy of the data: clicks, impressions, conversions.

    4    Dashboard

    ▪    Build a basic dashboard in Google Looker Studio, where the following will be shown:

    ▪    visits from each channel,

    ▪    the number of orders and conversions,

    ▪    average check,

    ▪    effectiveness of advertising campaigns.

    5    Documentation

    ▪    Provide a short guide for the team:

    ▪    how to check data in GA4,

    ▪    how to read reports in Looker Studio,

    ▪    how to add UTM tags.

What is currently available

    ◦    Website on the Shop Express platform (under development).

    ◦    Active social networks: Instagram, Facebook, TikTok.

    ◦    Advertising is launched on Instagram/Facebook and TikTok.

    ◦    Orders are currently processed through social networks+CRM as the website is under development.

Work result

    ◦    Google Analytics 4 fully connected to the website.

    ◦    Event and sales tracking is in place.

    ◦    There is a connection with Instagram, Facebook, TikTok Ads.

    ◦    There is a dashboard in Google Looker Studio with key metrics.

    ◦    There is a guide for further use.