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.