The Problem
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 are unlisted in the 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
