ThruDark
Delivering enterprise-grade tracking accuracy and reporting confidence with Signal’s Enhanced Analytics.
Challenge
High-performance outerwear brand ThruDark was investing heavily in paid media but lacked confidence in the accuracy of its conversion tracking.
The Brand relied on paid media platform and Google Analytics 4 data to measure performance, but the data didn’t stack up and was contaminating the business intelligence system it relied on to make key business decisions.
The team needed reliable data to steer web, product and marketing strategies and to help improve paid media performance, at scale.
Enhanced Data Flow
Leaf Signal fixed ThruDark’s broken conversion tracking, ensuring every event fires correctly and critical customer actions are captured accurately.
This helps to improve campaign performance and restore the team's confidence in their numbers. It also uncovered integrity issues ThruDark didn’t know existed - from Shopify checkout limitations to broken product and customer data.
As new questions surfaced from the CEO (especially around year-on-year comparisons in GA4) it became clear a deeper calibration was needed.
Enhanced Analytics
As part of our Enterprise tier, ThruDark unlocked Enhanced Analytics - a full calibration of their Google Analytics 4 setup. This included:
A complete GA4 audit across key events and behaviours
Calibration for Google Consent Mode
Fixes to misconfigured triggers and tracking gaps (like “not set” and “unassigned” traffic)
Improvements to how GA4 captures and reports product variant data (see example below)
Education and reassurance for the team around newly accurate metrics (e.g. bounce rate)
While Signal ensures the data going into GA4 is clean and accurate, Enhanced Analytics makes sure GA4 understands and reports on that data properly.
Before Enhanced Analytics, when no size was selected on the product detail page, GA4 defaulted the item_variant to XS. This inflated view counts for that variant which distorted product performance data and limited retargeting. We fixed it by ensuring variant changes were accurately tracked and attributed.
What this means
ThruDark now has enterprise-level data intelligence.
Their tracking is solid, GA4 is reliable, and their team can make informed decisions across marketing, performance and product with confidence.
For a brand growing at speed, this level of accuracy is essential.
