Rebuilding analytics infrastructure and restoring tracking accuracy across global stores

Joseph Joseph is a London-based brand with 200+ employees, selling across multiple regions through Shopify. Over time, their analytics infrastructure had accumulated layers of partial fixes, conflicting configurations, and disconnected integrations. The system still ran but the data could not be trusted.

Direct traffic was inflated, masking the true source of conversions. Regex configurations were overly complex and misclassifying referral traffic. The GTM container was unstable. Key events including add-to-cart and site search were either missing or firing inconsistently. GA4 and Shopify reported different conversion numbers with no clear explanation. GDPR alignment was incomplete, limiting reliable data collection in EU markets.

Solverhood conducted a full audit of Joseph Joseph’s tracking setup and rebuilt it from the ground up. UTM protocols were refined to reduce inflated direct traffic. Referral exclusions were redesigned with simplified regex. Search Console and content grouping integrations were restored. Conversion tracking was rebuilt cleanly, audience segments were created, and user ID tracking was enabled.

Faulty GTM triggers were identified and corrected. Event tracking was completed for all key commerce actions: add-to-cart, site search, checkout steps, and others. Native Google Ads tracking and enhanced conversions were introduced for accurate campaign attribution. Consent Mode was implemented for GDPR compliance across EU markets. Currency tracking was standardized across all stores.

Pricing clarity was improved for non-UK users. Address options and shipping and payment settings were optimized for France and Spain. High-traffic product pages were audited for engagement issues, with specific improvement recommendations provided.

Joseph Joseph’s analytics setup now produces data that the team can act on. Attribution is accurate between GA4 and Shopify. The GTM container is stable. All key commerce events fire consistently. GDPR compliance is in place across EU markets. Reporting is standardized across stores regardless of currency.

The engagement improvements on key product pages and the localization changes for France and Spain translated into measurable conversion gains in those markets.