ThruDark
Delivering enterprise-grade tracking accuracy and reporting confidence with Signal’s Enhanced Analytics.
The challenge
High-performance outerwear brand ThruDark was investing heavily in paid media but lacked confidence in the accuracy of its conversion tracking.
Thrudark relied on paid media platform and Google Analytics 4 data to drive and measure performance, but the data didn’t stack up and was contaminating the business intelligence system it relied on to make key business decisions.
Their team needed reliable data to steer web, product and marketing strategies and to help improve paid media performance, at scale.
Tracking upgrade
Leaf Signal fixed compliance issues with Google Analytics 4 and Google Consent Mode, recalibrated some of ThruDark’s mid-funnel events (View Content, Add to Cart) to fire accurately, and enhanced the flow of customer data through improvements in Google's Enhanced Conversions and Meta CAPI implementation.
Mid-funnel events are important for feeding smart-bidding algorithms on campaigns such as Google's PMAX and Meta's Advantage+ campaigns. These events can help campaigns learn faster and handle budget at scale, especially for higher AOV products. They're also crucial for ensuring accurate and personalised retargeting.
Maximising the flow of privacy-respecting first-party customer data improves event match rates and campaign attribution, which in turn drives better paid media performance and profitability.
As new questions surfaced from ThruDark around year-on-year comparisons in Google Analytics 4, it became clear that 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 all settings, key events and behaviours.
Customisation of event triggers - improvements to how GA4 captures and reports key events against product variant interactions e.g. how add-to-cart events behave as customers change the size and colour of products on the product detail page. (see example below)
Calibration of traffic sources and groupings to reduce the amount of “not set” and “unassigned” traffic.
Education around newly accurate metrics e.g. engaged sessions, bounce rate, key event rate etc.
Whilst Signal guarantees the data going into GA4 is accurate, Enhanced Analytics ensures that GA4 is set up properly and that the data is captured in a tailored way, that makes sense for, and empowers better measurement and decision-making for the brand.
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 affected retargeting.
Real world impact
ThruDark's data flow is now more accurate, abundant and rich, helping to deliver better paid media and web performance at scale.
Leaf Signal's AI monitoring ensures ongoing tracking reliability and our Enhanced Analytics service provides tailored support and decision-making confidence.
For a brand growing at speed, this gold-standard level of tracking accuracy and expertise is essential.
