Client Background:

Avoya Travel, a renowned name in the travel industry, sought to enhance its digital analytics capabilities to keep up with the ever-evolving online landscape. The company, known for its user-friendly travel booking site and network site, faced challenges in accurately tracking conversions, leads, and user engagement across their digital platforms.

The Challenge:

Avoya Travel’s primary hurdle was in tracking and aligning their key conversion metrics with Google Analytics 4 (GA4). They struggled with specific issues like ‘2min-engagement-event’ tracking and a ‘generate_lead’ event on their network site. The data alignment with their old Universal Analytics goals was off, posing a challenge in understanding user interactions and the effectiveness of their digital marketing efforts.

Almund’s Approach:

Almund took a tailored approach to address Avoya Travel’s specific needs. Our team focused on implementing a reliable and effective measurement system using GA4. The process involved developing custom codes and integrating them seamlessly with Avoya Travel’s existing systems, ensuring minimal disruption to their ongoing operations.

  • Custom Code Development and Integration: Almund developed and implemented custom codes for tracking ‘2min-engagement-event’ and ‘generate_lead’ events. These were carefully crafted to align closely with the company’s pre-existing goals in Universal Analytics.
  • Testing and Alignment: Through rigorous testing, Almund ensured that these new events were approximately 86-89% aligned with Avoya Travel’s old goals, marking a significant improvement in data accuracy.
  • Streamlining GA4 Implementation: Almund efficiently resolved the challenges with GA4 implementation, avoiding the need for Avoya Travel to start over with a fresh manual migration. This approach saved valuable time and resources.
  • Collaboration and Feedback: The process involved close collaboration with Avoya Travel’s internal team. Almund’s expertise was acknowledged and well-received, as evidenced by the positive feedback from Avoya’s developers.
The Outcome:

Almund’s solution brought about a substantial improvement in Avoya Travel’s ability to track and analyze crucial user engagement metrics. The new ‘2min-engagement-event’ and ‘generate_lead’ tracking capabilities in GA4 provided Avoya with more accurate, actionable data. This alignment with their historical data allowed for a smoother transition to GA4 and more reliable marketing insights.