GA4 Measurement Infrastructure for Kapiva.in.

Rebuilt Kapiva's ecommerce measurement layer from the ground up, designing a scalable data layer and GA4 event architecture to provide reliable end-to-end visibility across the customer journey.

Overview

Kapiva, a 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 supporting marketing attribution, product insights, and business decision-making at scale.

The Challenge

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

This required rebuilding the measurement layer from the ground up, rather than fixing isolated events.

Approach

Journey and funnel mapping

Mapped the complete user journey from product discovery to purchase and identified 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 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 We Implemented

• Complete ecommerce funnel tracking built from scratch
• Structured data layer with a consistent event schema
• GA4 event architecture aligned with business goals
• GTM-based tracking system for flexibility and scale
• 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 analysis across marketing channels
• A scalable analytics foundation supporting ongoing growth

The project transformed Kapiva's measurement infrastructure into a system the team could confidently use for decision-making.

Engagement

We 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.