Building a Unified E-commerce Reporting Layer for Nustone in GA4

01// The broken state

Nustone, a UK e-commerce retailer of paving, flooring, and walling products, wanted a deeper, structured view of its e-commerce journey. The brief called for a single reporting interface spanning overview, sales performance, customer insights, marketing and traffic, order details, and product performance, with an hourly revenue breakdown for granular analysis. Reliable reporting also depended on accurate event tracking across the site's single-page application.

02// What we changed

1. aBuilt a comprehensive e-commerce report organized into overview, sales performance, customer insights, marketing and traffic, order details, and product performance views
2. bConfigured GA4 page_view tracking for the single-page application and used the History Change trigger in GTM for related tags
3. cCoordinated with Nustone's development team on the dataLayer implementation, providing detailed documentation and hands-on support
4. dSurfaced hourly revenue and average order value, segmented by device category, country, source/medium, and hour
5. eAdded eight scorecards covering total users, total purchasers, total revenue, purchase conversion rate, average revenue per user, average purchase revenue, transactions per purchaser, and views per user
6. fVisualized revenue patterns with a bar chart of total revenue per hour and two pie charts breaking down average purchase revenue by device category and city
7. gIncluded four scorecards tracking the user purchase journey

03// The outcome

An audit of Nustone's GA4 e-commerce setup surfaced a tracking discrepancy: more items were added to the cart than viewed. We implemented a History Change trigger so page_view tracked correctly on their single-page application, supported the development team in rebuilding the dataLayer, and built Looker Studio dashboards covering hourly revenue, AOV, and the purchase journey.