Portfolio

GA4 Measurement Infrastructure for Kapiva.in

End-to-end implementation of a scalable ecommerce tracking system, including a complete rebuild of the ecommerce funnel from scratch.

Overview

Kapiva, a leading D2C wellness brand, was undergoing a full website redesign and required a robust analytics setup to accurately track user behavior and ecommerce performance.

The objective was to move beyond basic tracking and implement a structured measurement system that could support marketing attribution, product insights, and business decision-making at scale.

The Challenge

Ecommerce funnel tracking was incomplete and inconsistent
Critical user interactions were not being captured reliably
No clear structure for mapping user journeys to analytics
Attribution across channels lacked clarity and consistency

This required rebuilding the entire measurement layer from the ground up, not just fixing isolated tracking issues.

Approach

Journey & Funnel Mapping

Mapped the complete user journey from product discovery to purchase, identifying all key ecommerce interactions across the funnel.

Data Layer Architecture

Designed a scalable data layer to standardize how events and parameters are captured across the platform.

Developer Collaboration

Worked closely with the engineering team to implement the data layer consistently across all pages and flows.

GTM Implementation

Configured Google Tag Manager to listen to data layer events and trigger structured GA4 events.

Multi-Property Setup

Set up multiple GA4 properties with different attribution models, including last-click and data-driven attribution.

What Was Implemented

Complete ecommerce funnel tracking (built from scratch)
Structured data layer with consistent event schema
GA4 event architecture aligned with business goals
GTM-based tracking system for flexibility and scalability
Multi-property setup for attribution analysis

Outcome

Reliable, end-to-end visibility across the ecommerce funnel
Accurate tracking of user behavior and conversion paths
Improved attribution across marketing channels
A scalable analytics foundation supporting ongoing growth

This transformed Kapiva’s measurement infrastructure into a system the team could confidently rely on for decision-making.

Engagement

Worked directly with the Director of Technology to align analytics implementation with engineering requirements and business goals.

The engagement evolved into an ongoing partnership, supporting Kapiva’s analytics and measurement systems over time.