GA4 Migration and Enhanced Ecommerce Analytics for Wet For Her

01// The broken state

Wet For Her is an LGBTQ+ intimacy brand designing inclusive, body-safe products for women, nonbinary and transgender customers, and its digital growth had outrun its measurement. The move to GA4 had been started but never finished: multiple gtag instances were conflicting with each other, core ecommerce events including checkout, add_shipping_info and session_start were broken, misconfigured custom metrics and a flawed dataLayer made key numbers misfire, and ecommerce tagging ran through Magefan's GTM module in a non-standard shape. The gaps left blog, site-search, campaign and product-funnel performance unreliable, and revenue was landing against (not set) instead of a real source.

02// What we changed

1. aAudited both the Universal Analytics property and the partial GA4 setup, which surfaced multiple tracking flaws, improperly structured events, and the non-standard ecommerce tagging coming from Magefan's GTM module
2. bWrote a GA4 migration blueprint: a complete ecommerce event map, custom events for loyalty page views and blog scroll depth, internal attribution for banners, promotions and CTAs, and a dataLayer restructure so every event carried clean values
3. cWorked with Wet For Her's development team to deploy the custom dataLayer on Magento 2, rebuild every enhanced ecommerce event (view_item, select_item, add_to_cart, purchase and the rest), and strip out the conflicting tags
4. dQA'd the whole implementation before launch, fixing duplicate tags, over-triggered form events and misfiring product interactions
5. eBuilt a Looker Studio dashboard covering conversions, funnel drop-offs, campaign ROAS and blog engagement in one place

03// The outcome

With the dataLayer rebuilt and the conflicting tags removed, (not set) revenue attribution came down to just 0.33%, giving near-complete clarity on where sales are coming from, and 99.37% of landing pages now attribute accurately, eliminating the blind spots at the top of the funnel. Every step from product view to purchase is measurable on GA4's own ecommerce spec, and the team reads product performance, funnel drop-offs, blog engagement and campaign ROAS from a single Looker Studio dashboard.