Adopting GA4 and enhancing audience marketing for a global footwear brand

DRIVING MARKETING PERFORMANCE WITH GA4 AUDIENCE DATA

Our client, a global manufacturer and retailer of casual footwear, needed an advanced technology solution to better understand their audiences, produce targeted ads and improve marketing performance metrics.

OUR BOLD AMBITION

Marketing competition is increasing in the footwear industry. To generate growth and optimize marketing ROIs, brands must reach the right audiences with the right ads at the right time. We developed deep insights about our client’s e-commerce audiences and used targeted audience data to deliver relevant ads to current and potential customers.

OUR SOLUTION

We partnered with our client to implement Google Analytics 4, with Google Ads integrated into the platform. We analyzed spend performance at a SKU level and made data insights actionable by leveraging GA4’s ability to validate metrics and connect performance to targeted media audiences.

Our approach included:

• Implementing data architecture and onboarding the client’s team
• Broadening data collection and event measurement with Google Ads
• Monitoring performance of Google Ads with Analytics reporting
• Re-marketing Google Ads to Analytics audiences
• Developing strategies for audience acquisition and activation

OUR RESULTS

By integrating GA4 and Google Ads, we created a unified platform for performance analysis and retargeting. Our client can now access richer data insights through triggered custom events and enhanced product details — and re-engage customers with individually tailored ads. We enabled our client to boost their marketing performance using targeted audience data, which facilitated effective new approaches to audience acquisition and activation.