Case Study: GA4 Migration & Enhanced eCommerce Analytics for Wet For Her
– Fixed broken eCommerce tracking across Magento 2
– Reduced (not set) revenue attribution to just 0.33%
– Achieved accurate attribution on 99.37% of landing pages
Task
To transform Wet For Her’s fragmented GA4 setup into a streamlined, insights-driven analytics engine. The objective was to audit and rebuild their eCommerce tracking on Magento 2—so the brand could confidently scale with reliable, conversion-focused data.
Wet For Her is a leading LGBTQ+ intimacy brand that designs inclusive, body-safe products tailored for women, nonbinary, and transgender individuals. Known for challenging industry norms, the brand has earned a loyal global following by prioritizing authenticity, comfort, and representation in everything they do—from product design to customer experience. As their digital presence grew, they needed an analytics setup that could match their momentum.
Wet For Her had taken the initial steps toward GA4 migration, but their setup was incomplete and inconsistent:
- Multiple gtag instances were conflicting
- Core eCommerce events like checkout, add_shipping_info, and session_start were broken
- Key metrics were misfiring due to misconfigured custom metrics and a flawed dataLayer
- Reporting gaps made performance tracking for blogs, search, campaigns, and product funnels unreliable
They needed a high-performance partner to clean up the mess, realign tracking with business goals, and deliver powerful, usable insights.
At AssistLabs.ai, we approached the project with our signature 6-step process, led by Sid and a team of expert analysts and devs.
Step 1: In-Depth Audit
We dissected both Universal Analytics (UA) and the partial GA4 setup. The audit revealed multiple tracking flaws, improper event structuring, and non-standard eCommerce tagging via Magefan’s GTM module.
Step 2: Implementation Plan
We developed a tailored GA4 migration blueprint, covering:
- A complete eCommerce event map
- Custom event tracking (e.g., loyalty page views, blog scroll depth)
- Internal attribution for banners, promotions, and CTAs
- DataLayer restructuring for clean and accurate event values
Step 3: GA4 + GTM Implementation
We collaborated with Wet For Her’s development team to:
- Fix and deploy a custom dataLayer on Magento 2
- Rebuild all enhanced eCommerce events (view_item, select_item, add_to_cart, purchase, etc.)
- Remove conflicting tags and streamline configuration
Step 4: QA, Testing & Launch
Rigorous testing ensured every data point reflected true customer behavior.
We deployed fixes for:
- Duplicate tags
- Over-triggered form events
- Misfiring product interactions
Step 5: Looker Studio Dashboard
We wrapped it up with a clean, actionable Looker dashboard, empowering the Wet For Her team to track conversions, funnel drop-offs, campaign ROAS, and blog engagement — all in one place.
- Reduced revenue attribution to (not set) from ambiguity to just 0.33% — delivering near-complete clarity on where sales are coming from
- Achieved accurate attribution on 99.37% of landing pages, eliminating blind spots in top-of-funnel analysis
- Unified all eCommerce event tracking with GA4 best practices, ensuring every step from product view to purchase is measurable and actionable
- Empowered the Wet For Her team with a Looker dashboard that visualizes product performance, funnel drop-offs, blog engagement, and campaign ROAS — all in real time