Case Study: How Swanky Implemented a New Ecommerce Tracking System

In the world of ecommerce, data is foundational to strategy, marketing and sustainable growth. When data systems fail, the consequences can affect every aspect of an organisation’s operations.

A leading supplement brand came to Swanky looking for support with its data tracking systems. Having experienced a data tracking outage that highlighted vulnerabilities in its setup, the brand was looking for a robust and scalable solution.

This case study explores how Swanky’s data team delivered a comprehensive data package that transformed the brand’s approach to data management.

The challenge

The brand was facing three core challenges:

• Lack of visibility: A data outage affected this brand’s Meta advertising channel, leaving it unable to plan or optimise campaigns effectively. This lack of visibility on paid marketing channels was negatively impacting revenue, resulting in a decline in Return on Ad Spend (ROAS) and an increase in customer acquisition costs (CAC).

• Unreliable tracking: The brand no longer trusted its tracking setup as a result of the outage. It was experiencing inconsistent data collection, with critical conversion events failing to register properly. This made it nearly impossible to accurately measure campaign effectiveness or make data-driven decisions. The break in tracking particularly affected Meta’s algorithm-based campaigns.

• Technical debt: The brand was using data tools such as Stape, Google Tag Manager (GTM), and Server-side Google Tag Manager (sGTM) – but these were becoming more of a hindrance than a help. The system these tools created was complex, difficult to configure and hard to maintain. A high level of resource and technical expertise was required to get the most out of this – something not always possible for ecommerce brands.

These challenges all pointed to an underperforming, resource-intensive data system that no longer served its original purpose.

The brand came to Swanky looking to create a solution that would not only restore data integrity, but also empower the team to leverage data for strategic advantage.

Swanky’s solution: A data-driven transformation

Swanky’s team of ecommerce data analysts worked to create and implement a holistic transformation of the brand’s data strategy; a robust and scalable solution that would grow with the brand. Here’s an outline of our approach:

1. Data & tracking audit

We began by conducting a comprehensive audit, meticulously examining the brand’s existing data and tracking setup. This wasn’t just about identifying problems; it was about understanding the nuances of our client’s data ecosystem.

The audit revealed that while the core data quality was good, the key areas in need of optimisation were Google Ads and the brand’s Consent Management Platform (CMP). In addition, the organisation’s reliance on self-hosted solutions, which caused the original outage, wasn’t a good fit for its current ecommerce team.

2. Tech stack implementation

With the current tool limitations in mind, Swanky recommended implementing Elevar. This change of platform upgraded the data tech stack to a more robust, flexible, and user-friendly solution. The tool also allowed us to configure critical data destinations – GA4, Google Ads, Meta, and Klaviyo – to ensure a seamless and unified data flow.

3. Data optimisation

Beyond implementing high-quality tooling, we optimised the brand’s key platforms to maximise data accuracy and usability. This focused on the following channels:

• GA4: Swanky’s data team addressed the issue of missing custom definitions and UserIDs, providing the brand with a complete and accurate view of user behaviour and unlocking better reporting identity. We also advised on keeping GA4 free of any offline activity, such as recurring subscription orders and draft purchases. Whilst these purchase events do align overall revenue between Shopify and GA4, they do not add insight into acquisition and user behaviours.

• Google Ads: Product IDs were corrected to enhance feed-related campaigns. Previously these weren’t being provided. As Swanky has expertise with configuring product data feeds, we are also able to support in providing correct cart data and key points in the shopping journey. Swanky also activated essential custom events and transitioned the conversion event tracking to a more reliable Shopify webhook-triggered, server-side event.

• Meta: Swanky confirmed the Q1 2025 data outage and tackled the problem of low event quality scores (External ID and Click ID) on critical events like purchases, ensuring more accurate attribution and campaign optimisation. We leveraged Elevar’s server-side tracking to provide additional events, creating a clear distinction between new and returning customer purchases.

The results: From firefighting to strategic forecasting

1. Zero downtime & increased confidence

Since deployment, tracking has been robust and uninterrupted. This gave the team peace of mind and the confidence to trust their analytics again. It eliminated firefighting mode and replaced it with a steady rhythm of analysis and action – creating a foundation for data-led growth.

2. Faster decision-making

With enriched datasets and resolved reporting gaps, key stakeholders could access the insights they needed, when they needed them. New event layers – like distinguishing between new and returning customers – helped prioritise high-value segments and allocate spend more effectively. This agility in decision-making reduced bottlenecks and unlocked new campaign opportunities.

3. Cross-channel clarity

By aligning event data across Meta, Google, GA4, and Klaviyo, Swanky created a cohesive, end-to-end view of customer behaviour. This improved targeting and sequencing across campaigns and channels – strengthening engagement, enhancing customer experience, and improving lifetime value.

4. Internal empowerment

The brand’s internal team gained the knowledge and confidence to manage their tracking ecosystem independently. They no longer relied on external contractors for every change. This reduced time-to-action, cut costs, and fostered a greater sense of control and ownership within the marketing function.

Looking for support with your ecommerce data tracking?

Have you experienced a data outage? Swanky’s data services are designed to help ambitious ecommerce brands turn messy, siloed, or unreliable data into a strategic growth asset. With services covering audits, event tracking, server-side implementation, data warehouse design, reporting dashboards, and analytics tooling, we help brands:

• understand their customers more deeply;
• attribute performance accurately; and
• make decisions faster, with confidence.

Reach out to our solutions team to discuss your ecommerce data needs.