Case studies from a selection of our clients
Google Analytics audit
Fresh Egg carried out a comprehensive Google Analytics audit to ensure the accuracy of data to be used as the basis of conversion optimisation hypotheses and performance measurement for Eurostar.
Eurostar is the only high-speed train that directly links the UK to France and Belgium via the Channel Tunnel. Since 1994, Eurostar has carried over 130 million passengers. As such, the Eurostar site must cater for international users in various languages, and it is vital that that all aspects of user behaviour are tracked accurately.
In order to ensure accurate reporting for performance measurement and that conversion optimisation hypotheses are based on accurate data, Fresh Egg was required to complete a full and detailed audit of the Google Analytics configuration of Eurostar.com.
Held stakeholder interviews to define detailed tracking and reporting requirements
Reviewed the integrity and accuracy of data
Inspected and validated installed tracking code
Identified and corrected profile configuration issues
Evaluated basic and advanced platform feature use
Ensured that individual and rollup views for different market/language versions were reporting correctly and in the most meaningful way
Introduced enhanced booking process tracking in GA to closely monitor funnel abandonment at the most granular level
Defined the best approach to channel and website tracking, performance reporting and international requirements
Provided additional recommendations to enhance tracking beyond the standard GA implementation and identification of areas for future development and investigation
Comprehensive report delivered, outlining all issues identified
Tracking and implementation errors were corrected
The project outcome has given Eurostar confidence in the integrity and accuracy of its data
This in turn has paved the way for a detailed conversion optimisation strategy and testing plan to be developed and executed