Despite their scale and spend across 4+ paid channels (Google, Meta, etc.), NYSC had no eCommerce event tracking:
❌ No way to optimize or build remarketing based on user behavior
❌ No dataLayer present
❌ No GA4 Enhanced eCommerce events
❌ No revenue value captured anywhere
❌ Forms built on 50+ HubSpot instances with no event logic
Our Solution
We engineered a custom dynamic tracking framework - solving for both tech stack constraints and marketing requirements.
🔧 Key Implementations
- Custom Dynamic DataLayer (GA4-Compliant)
- Built from scratch across non-CMS ASP.NET pages
- Injected dataLayer.push() for every eCommerce interaction:
- View Item
- Add to Cart
- Begin Checkout
- Purchase
- Plan Select (mapped as custom event)
- Location Selection
- All values structured into GA4 item-scoped schema
- Passed product/plan ID, pricing, category, and club details dynamically
- Fully compatible with Meta Pixel and Google Ads via sGTM passthrough
GA4 Enhanced eCommerce Setup
- Built all GA4 tags + event triggers for subscription flow:
- “Join Now”
- “Free Pass”
- 3-Step Checkout Flow → Mapped to GA4 funnel
- Reconstructed virtual cart logic for non-standard subscriptions
HubSpot Form Tracking Framework
- Centralized form submission tracking across 50+ forms
- One dynamic event: form_submission with form name & ID auto-attached
- Enables:
- Audience segmentation by form purpose
- Ad retargeting by lead type
- GA4 + Meta CAPI conversion consistency
Custom Interaction Tracking
- Club Filter/Selection (club-g search)
- Plan Toggle Clicks
- CTA Funnel Pathing
- All enriched via custom JavaScript pushing:
- User intent
- Location
- Device context
- Funnel stage (via hidden field mapping)
