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Safety Supply

Compliance Safety - Ads Overhaul

Built dataLayer, Enhanced Conversions, and GA4 custom dimensions for a safety supply company with Google Ads campaigns optimizing blindly.

IndustrySafety Supply
ServiceConversion Tracking
ResultActive Form Tracking
The Challenge

Operating in the Dark

The client's Google Ads campaigns had no visibility into form submissions. Campaigns were optimizing without any conversion data, leading to wasted ad spend.

Google Ads campaigns optimizing blindly
No form submission tracking
Missing custom dimensions in GA4
The Solution

Analytics Implementation Strategy

I built a comprehensive dataLayer architecture, implemented Enhanced Conversions for Google Ads, and set up custom dimensions in GA4 for detailed reporting.

DataLayer Architecture

  • Form submission events
  • User interaction tracking
  • Custom event parameters
  • E-commerce data layer

Conversion Setup

  • Enhanced Conversions
  • GA4 custom dimensions
  • Cross-domain tracking
  • Conversion value tracking
The Results

Key Discoveries & Impact

ActiveForm Tracking
CustomGA4 Metrics

Strategic Business Outcomes

Form Visibility

All form submissions now tracked and attributed

Smart Bidding

Google Ads optimizing with real conversion data

Custom Reports

GA4 custom dimensions for detailed analysis

Data Foundation

Solid dataLayer for future enhancements

Technologies Used

Tools & Implementation

Google AdsGoogle Ads
Google Analytics 4Google Analytics 4
Google Tag ManagerGoogle Tag Manager

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