In the competitive world of e-commerce, it is essential to have tailored data measurement strategies that enable informed decision making. Known Online successfully implemented GA4 and its native Android and iOS apps for Pharmacys, the leading Ecuadorian pharmacy chain with more than 17 years in the market.
Implementation of Pharmacys’ GA4 and its native Android and iOS apps.
Pharmacys, part of the prestigious DIFARE Group, is known for providing the best shopping experience in its more than 100 pharmacies distributed in 15 locations nationwide. Its broad portfolio and leadership in pharmaceutical distribution in Ecuador support its outstanding position in the market.
The need to measure data on your website and apps to improve profitability
In order to improve the profitability of its projects, Pharmacys was looking to capture relevant information about user navigation on its web platform and native Android and iOS apps. Known Online took on the challenge of implementing GA4 on the web and its native apps to achieve accurate and detailed measurement.
Measurement strategies and implementations
Known Online took a detailed approach to the implementation of GA4 for Pharmacys. The following key tasks were performed:
- General Checkout Review: A comprehensive review of the payment process was conducted to identify specific customizations. This ensured accurate measurement of critical events, such as checkout processing, aggregation of payment and shipping data, purchases and refunds.
- Unified measurement: web and app measurements were integrated to comprehensively measure the entire purchasing process.
- Google Signals configuration: Enabling Google Signals allowed unifying data from users browsing from different devices, providing a comprehensive view of customer behavior.
- Exclusion of internal traffic: Traffic generated by DIFARE Group users was identified and excluded, ensuring that this data would not affect general reporting.
- Integration with BigQuery: the data flow to BigQuery was configured along with the assembly of the main business queries to be able to access the data without the need to use the Google Analytics interface.
- 14-month Data Retention: Data retention has been configured for 14 months, extending the duration of cookies and identifying data. This facilitates more effective tracking of users with recurring purchases.
Results obtained
The implementation of GA4 and its native apps made it possible to measure a variety of critical events on Pharmacys’ website and mobile applications. Among the achievements were:
- Accurate measurement of impressions and clicks on product listings.
- Detailed tracking of shopping cart actions, from adding products to making refunds.
- Effective display of promotions and associated clicks.
- Complete monitoring of the purchase process, from the opening of the mini-cart to the completion of the checkout.
- Capture of relevant data such as login, registration and search actions within the site.
Known Online’s work provided the pharmacy chain with the ability to make strategic decisions based on solid data. The successful implementation of GA4 enabled a deep understanding of user behavior, paving the way for continuous improvements and a significant increase in project profitability.
This example highlights the importance of advanced analytics in the ecommerce environment and highlights Known Online’s ability to deliver tailored solutions that enhance its clients’ success.
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