How Pierce Achieved 100% Data Consistency with GA4 Integration
Pierce Group, a leading eCommerce retailer for motorsports and outdoor enthusiasts, operates multiple online stores including 24MX and Sledstore. As the company expanded rapidly across regions, their leadership team needed a centralized analytics solution that could deliver accurate, cross-store insights for smarter, faster decisions.
While Google Analytics 4 (GA4) offered foundational tracking, its default setup lacked the scalability, flexibility, and unified visibility required for enterprise-level analytics.
The Challenge: Fragmented Data Across Multiple Stores
Despite implementing GA4, Pierce encountered several challenges that limited data reliability and performance measurement.
1. Data Fragmentation
Each store operated independently. GA4 provided insights only at the property level, preventing the team from comparing performance across brands or regions.
2. Custom Reporting Gaps
The marketing team needed custom channel groupings aligned with business strategy, but GA4’s default setup lacked the flexibility to support this.
3. Inconsistent Metrics
Different GA4 configurations produced conflicting results, creating uncertainty among stakeholders and reducing confidence in decision-making.
Our Approach: A 360° GA4 Data Transformation
Datum Labs implemented a fully automated data pipeline to unify, standardize, and enrich GA4 data, creating a single source of truth across all stores.
100% Automated Data Integration
- Extracted GA4 data using Airbyte, ensuring continuous and reliable synchronization.
- Loaded data into BigQuery, establishing a scalable data warehouse for multi-store analytics.
99% Data Accuracy with dbt
- Leveraged dbt (Data Build Tool) to clean, transform, and standardize GA4 metrics.
- Ensured consistent naming conventions, definitions, and business logic for reliable reporting.
40+ Custom Reporting Views
- Created tailored marketing channel groupings that matched Pierce’s internal strategy.
- Delivered modular data models optimized for Power BI and Looker dashboards.
Real-Time Multi-Store Comparisons
- Built a centralized analytics interface that mirrored GA4’s functionality but added unified visibility across all stores.
Key KPIs and Insights Unlocked
| Metric |
Result |
Impact |
| Store Performance Benchmarking |
Unified 360° view across all stores |
Enabled comparative insights and faster decision-making |
| Marketing Efficiency |
20% improvement |
Optimized marketing attribution and budget allocation |
| Customer Behavior Tracking |
Advanced engagement analytics |
Improved personalization and retention strategies |
| Revenue Optimization |
15% increase |
Enhanced understanding of cross-channel sales impact |
Business Impact: Faster, Smarter, and More Profitable Decisions
100% Standardized Metrics: Unified GA4 analytics for consistent, reliable performance tracking.
4x Faster Decision-Making: Automated reporting eliminated manual data wrangling.
Zero Data Discrepancies: Trusted GA4-aligned reporting, eliminating inconsistencies.
Future-Proof Analytics: Built a scalable, centralized system ready to support continued business growth.
Tech Stack That Powered the Transformation
- BigQuery – Centralized data storage for scalability and reliability.
- dbt (Data Build Tool) – Data transformation for structured, standardized reporting.
- Airbyte – Automated data extraction and integration from GA4.
- GA4 – Core analytics platform for tracking multi-store performance.
Datum Labs Turn Data Chaos into Clarity
With Datum Labs’ GA4 BigQuery integration and data engineering expertise, Pierce achieved total data consistency, real-time insights, and business-wide visibility. The company now makes faster, data-driven decisions and continues to scale confidently with a future-proof analytics ecosystem.
Frequently Asked Questions
What is GA4 BigQuery integration?
GA4 BigQuery integration allows you to export raw event data from Google Analytics 4 into BigQuery for advanced, cross-property analytics and deeper business insights.
How do GA4 data streams work and why are they important?
GA4 data streams collect data from your websites or apps (web, iOS, Android) into a single GA4 property. They enable unified user tracking across platforms and more accurate reporting.
What is the GA4 Data API and when should I use it?
The GA4 Data API lets you programmatically query event-level data from GA4 in real time. You’d use it when building dashboards, automations, or custom reports needing live data beyond the UI.
What does a data analytics consulting company do?
A data analytics consulting company helps businesses collect, analyze, and act on data. They build analytics architectures, define strategies, implement tools, and guide organizations to become data-driven.
How do I choose the best data analytics consulting companies?
Compare on experience, case studies, technology stack specialization, domain fit, and ability to scale. Look at their previous results in your industry or with similar use cases.
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