Veloretti

Attribution Gap: Data Loss Between Storefront and Checkout

The fragmentation in Veloretti's analytics infrastructure manifested in three critical areas:

• the disconnect between their storefront and checkout environment made it impossible to attribute purchases to specific marketing channels;
• the poor data quality severely limited their retargeting capabilities, particularly in their Facebook marketing efforts;
• their reliance on Segment proved both costly and complex, without delivering the promised value due to underlying attribution issues.

Rebuilding Analytics Infrastructure

Commerce-UI approached the transformation through a comprehensive rebuild of Veloretti's analytics infrastructure. The migration to Google Tag Manager (GTM) and Google Analytics 4 (GA4) represented more than a simple platform change - it marked a shift in how Veloretti approached data-driven decision making.

The implementation focused on three key dimensions:

Attribution Architecture

Commerce-UI established a unified tracking system that bridged the critical gap between storefront and checkout environments. This created a single source of truth for all customer journey data, enabling accurate attribution across all marketing channels.

Data Integration Framework

The new infrastructure seamlessly connected with META, Microsoft, and Insider platforms while maintaining data integrity. This integration eliminated the previous siloed approach to channel performance measurement.

Consent Management

A robust consent management system ensured compliance while maximizing data collection capabilities, incorporating proper cookie banners and consent modes that balanced user privacy with analytical needs.

Improvement in ROAS and Growth Operations

The implementation of the new analytics infrastructure has significant operational improvements across Veloretti's organization. Marketing teams gained the ability to make precise, data-driven decisions about budget allocation.

The elimination of inflated channel reporting initially appeared to decrease ROI metrics, but this actually represented a more accurate picture of marketing performance, enabling truly optimized spending decisions.

Team productivity saw substantial enhancement through streamlined reporting processes. The shift from manual data aggregation to a centralized analytics hub freed valuable resources for strategic initiatives. This operational efficiency enabled faster decision-making and more agile responses to market opportunities.

Forward-Looking Implementation

The success of this analytics transformation has positioned Veloretti for continued growth and market expansion. The robust foundation now supports advanced capabilities in customer journey analysis, predictive modeling, and automated optimization. More importantly, it has fostered a data-driven culture across the organization, where decisions are consistently backed by reliable insights rather than intuition.

Enhanced Growth Efficiency

The Veloretti implementation revealed several crucial insights about analytics transformation in the eCommerce space:

• the critical importance of maintaining data continuity across the entire customer journey, particularly in headless commerce environments;
• the value of simplifying complex technical infrastructure to enable more strategic focus;
• the importance of establishing a single source of truth for performance measurement, even if it initially reveals less favorable but more accurate metrics.

Through this strategic partnership, Commerce-UI has not only resolved Veloretti's immediate analytics challenges but has established a foundation for sustainable, data-driven growth in the competitive eCommerce landscape.