Case study - Just T-Shirt Quilts

DASHBOARD

About the Client

Just T-Shirt Quilts is a U.S.-based company specializing in creating high-quality t-shirt quilts. They offer a range of creative options for memorable gifts, corporate presents, unique wall decor, and also complete unfinished family quilts. They turn everyday t-shirts into cozy quilts or eye-catching wall art, giving these items a fresh and meaningful purpose. This transformation not only makes for cherished keepsakes but also keeps reusable items out of landfills.

Purpose of Audit

Just T-Shirt Quilts was struggling with an incorrect configuration of Google Analytics, which resulted in inaccurate and missing data in their reports.

They sought a thorough audit of the platform to identify the causes of these discrepancies.

The ultimate goal was to leverage our professional expertise to fine-tune their analytics capabilities, enabling them to make strategic and informed decisions with ease.

Audit findings

With the help of the extensive audit, we were able to identify several issues with their current implementation at that time:

The audit revealed a session timeout issue on the website, set to 30 minutes, which resulted in numerous ‘not set’ values on the landing page. This intervened with accurate data representation and analysis.
Google Signals, which offers valuable data such as Gender, Age, and Interests, was disabled. Without this information, it became challenging to understand the audience and tailor marketing strategies effectively.
Data retention was found to be set at only 2 months. This was significantly shorter than the recommended 14-month period.

Additionally, the reporting identity is currently configured as blended, but there are two inactive methods within this setting. After activating Google Signals, it is recommended to change the reporting identity to device-based for more accurate and comprehensive reporting.

Without tracking conversion events, insights into user engagement and conversion actions were severely limited. This gap in data made it almost impossible to make informed business decisions.

Recommendations

Here’s how we set out to resolve the issues identified in the audit:

We recommended adjusting the session timeout to 7 hours and 30 minutes and extending data retention to 14 months to effectively reduce ‘not set’ values.
Implementing Google Tag Manager could allow for comprehensive tracking of key business events, including form submissions, CTA clicks, and outbound links. This capability will provide valuable insights into user engagement and conversion actions, supporting data-driven decisions to boost performance.
It is also recommended to set up events as conversions to improve the quality of insights. This will give a clearer view of user interactions and help tailor marketing strategies more effectively.
Encouraged remarketing by targeting ‘Contact Form Submitters’—those who have filled out the ‘Contact Us’ form. This specific group presents ideal candidates for customized follow-up campaigns tailored to their interactions.

Conclusion

The project resulted in a detailed audit report that pinpointed key issues in Just T-Shirt Quilts’ Google Analytics and Google Tag Manager configurations. It went one step ahead by not just identifying issues in the client’s setups but also providing clear, actionable steps to enhance their tracking and data management. This partnership paved the way for a more precise and streamlined approach to data analysis and decision-making.