UNICENTRO was facing a critical attribution failure:
❌ Fragmented tracking with no visibility on micro-conversions
❌ 40–50% mismatch between actual purchases and GA4 data
❌ VTEX eCommerce data not matching front-end GA4 metrics
❌ Google Ads & Meta remarketing based on incomplete signals
❌ Thousands of products unlisted in Merchant Center
Our Solution
We deployed an end-to-end scalable data architecture that fixed the root, not just the symptoms.
Technical Execution:
GA4 + GTM Full Overhaul
Built robust client-side + server-side tracking across all funnel steps
Setup sGTM on Google Cloud Run for cost-optimized, scalable hosting
Implemented durable identity logic (GCLID, FBCLID, uid stitching)
Micro-Touchpoint Event Tracking
View Item, Add to Cart, Checkout Steps, Purchase
Internal Promotions, Site Search, Filter Clicks
Scroll depth, login/register events for funnel segmentation
eCommerce Accuracy Fix
Aligned all VTEX purchase events with GA4 schema
Achieved 80%–95% data accuracy in GA4 after setup
Google Merchant Center Cleanup
Identified & patched missing feed attributes
Reinstated over 23,000 products, previously rejected/unlisted
Set up automated supplemental feeds to maintain listing quality
Looker Studio Dashboards (Unified Analytics)
Integrated GA4 + Google Ads + Meta + VTEX via third-party connectors
Built executive-level and granular eCommerce performance dashboards
Enabled daily revenue/ROAS/checkout drop-off visibility
