The client's starting goal
Garage equipment e-commerce store with nearly 30,000 orders synced to the CRM. Google Ads optimized on web purchases without knowing which ones were canceled, and without being able to tie a CRM order back to the campaign it came from.
Key actions
We audited the full chain, from click to order in the CRM, then rebuilt the container, set up consent correctly and specified how real sales flow back into Google Ads.
- Audit of the click, site, CRM journey: IDs, sources, cancellations
- Container rebuilt, Consent Mode and funnel tracking validated in testing
- Click ID capture specified all the way to the CRM
- Conversion adjustments for canceled orders in Google Ads, then offline conversions
The impact
None of the 36,935 CRM contacts carried a click ID. 10.4% of orders were canceled, with an average order value 3.4 times higher than paid orders: Google Ads was counting as sales orders that never were. 95.5% of these cancellations happen within 55 days, so they can be corrected in Google Ads.
The rebuilt container is validated in testing, and the roadmap is set: adjustments, then offline conversions.
