Case Study - Raft1/ SEE/ Ocoee riverbiz/ Ocoee ziplines

AUDIT

Client Overview

RaftOne is the vision of Brent and Dusty Rogers, two brothers with a passion for delivering the ultimate adventure-filled experience to their customers. With over 50 years of combined experience on the Ocoee River, the Rogers brothers have seen every aspect of owning and operating a whitewater rafting company. Their extensive experience includes working with various whitewater rafting companies across the country.

Summary

Our client requested aid in tracking conversions, leads, and eCommerce events from their booking platform, Rezgo. We structured the project into two phases: ‘Implementation’ and ‘Analysis’.

Here is a brief overview of how we helped our client keep track of their business with a well-structured plan:

Starting from scratch with a new account and implementation of GA4 on the website
Tracking conversions via form submissions and lead generation analytics
Tracking events by compiling data from CTA button clicks and forms
Implementation of Facebook pixel
Tracking conversations from Google Ads
Implementing Microsoft Clarity
GTM implementation of Rezgo for tracking all ecommercial events
Conducting monthly audits to ensure GA4 is seamlessly integrated
Creating looker reports

Implementation Phase

We kicked off our Implementation Phase by creating a new Google Analytics 4 (GA4) account for RaftOne and integrated it with Google Tag Manager (GTM). Within GTM, we configured events to track form submissions and CTA button clicks.

In addition to this, we integrated their booking platform, Rezgo, with GA4 which allowed eCommerce event data to flow seamlessly into GA4. To ensure accurate marketing attribution, we excluded Rezgo as a referral source.

Finally, we implemented Facebook Pixel and Google Ads conversion tracking to ensure comprehensive tracking of user interactions and conversions across these platforms.

Analysis Phase

After the implementation, we transitioned to our 2nd stage – Analysis Phase. We monitored the collected data for a few weeks before moving on to create a Looker report. This report provided insights into all the tracked events, including a marketing attribution report that offered valuable insights.

For eCommerce events, we focused on item-level analysis. To determine where the form submissions originated, we included page path as a key dimension. We also analyzed Microsoft Clarity, reviewing session recordings to gain insights into user behavior on the site. This helped us understand how users interacted with the platform and identify any potential areas for improvement.