EternityByYoni.com is a USA-based luxury jewelry e-commerce brand running on a broken analytics foundation. Data was inconsistent, events were misfiring, and marketing decisions were being made on unreliable numbers. The brief was clear — fix it, clean it, and make it trustworthy.
Audit & Diagnosis
The engagement started with a full analytics audit across GA4 and Universal Analytics. Redundant tags were identified and removed. Broken tracking scripts were traced, isolated, and eliminated. The site had multiple conflicting tracking instances causing inflated sessions and missed conversions — all resolved before any new implementation began.
Implementation
Google Tag Manager was configured as the single source of truth for all tracking. Custom event tracking was deployed for high-value actions — quote requests, newsletter sign-ups, scroll depth milestones, product views, add-to-cart events, and completed purchases. Each event was mapped directly to a business KPI, not set up generically.
Cross-domain tracking was configured end-to-end to ensure user journeys weren't broken across subdomains or third-party checkout flows. This alone recovered conversion attribution that was previously being lost.
Reporting & Handoff
A custom Google Data Studio dashboard was delivered, visualising the metrics that actually matter — traffic sources, conversion rates, funnel drop-offs, and revenue attribution. Post-implementation documentation was provided so the client's team could operate independently without needing ongoing support for day-to-day reporting.
Business Impact
With clean, reliable data now flowing through GA4, the client gained a clear view of where users drop off in the sales funnel, which traffic sources drive actual revenue, and where UX optimisations would deliver the highest return. Marketing spend decisions shifted from guesswork to evidence.
