GA4 and Conversion Tracking for RaftOne's Ocoee River Booking Brands

01// The broken state

RaftOne, a whitewater rafting and adventure operator founded by brothers Brent and Dusty Rogers with over 50 years of combined experience on the Ocoee River, needed reliable measurement of conversions, leads, and ecommerce events originating from its Rezgo booking platform. The work spanned several related booking brands (Raft1, SEE, Ocoee River Biz, and Ocoee Ziplines) and required a clean GA4 foundation plus end-to-end tracking across forms, calls to action, and bookings.

02// What we changed

1. aStructured the engagement in two phases: Implementation followed by Analysis
2. bCreated a new GA4 account and connected it to Google Tag Manager
3. cConfigured GTM event tracking for form submissions and CTA button clicks
4. dIntegrated Rezgo with GA4 so ecommerce data flowed through GTM, and excluded Rezgo from referral sources
5. eDeployed Meta (Facebook) Pixel and Google Ads conversion tracking
6. fImplemented Microsoft Clarity for session-level behavior insight
7. gMonitored data collection to confirm accuracy before reporting, then built Looker Studio reports

03// The outcome

RaftOne started with no analytics, so we built GA4 from scratch via Google Tag Manager and wired the Rezgo booking platform into GA4 for ecommerce data. Excluding Rezgo as a referral source restored clean attribution, and Looker reports with item-level analysis made bookings and form sources reportable.