The Challenge
Carve Designs, a swimwear and activewear brand known for its functional yet stylish apparel, was at a crossroads with its digital strategy. Despite having Google Analytics 4 (GA4) installed, the company struggled with inaccurate data, missing key insights into shopper behavior, and the absence of a cohesive strategy to inform their marketing efforts. The leadership team wasn’t able to leverage the data to guide decisions on product merchandising or marketing strategy, resulting in fragmented initiatives and missed opportunities.
Solution: Building a Data-Driven Culture with Clickvoyant
Clickvoyant, an AI-powered analytics firm, was brought in to help Carve Designs unlock the true potential of their data and integrate a holistic approach to analytics at every level of the organization.
- GA4 Audit & Data Enhancement
Clickvoyant began the engagement with a comprehensive audit of Carve’s GA4 setup. The audit identified several critical misconfigurations, including bot traffic inflating metrics and incomplete event tracking, which was causing gaps in eCommerce and UX insights. To address this, Clickvoyant developed a tagging taxonomy and a prioritization schema to capture all necessary custom events related to shopper behavior, such as:
- Product clicks
- Add-to-cart events
- Purchase funnel interactions
- Abandonment behavior
This enhanced tracking blueprint was designed to fit within the limitations of Carve’s custom Shopify theme, ensuring smooth integration and scalability.
- Advanced E-commerce Tracking & Tag Management
To maximize Carve’s eCommerce capabilities, Clickvoyant implemented advanced tracking via Google Tag Manager (GTM), allowing the brand to capture detailed information on key shopper segments and their actions on the website. This setup also included the creation of custom audiences within GA4 for more nuanced segmentation analysis. For the first time, Carve Designs could drill down into specific user journeys to understand how different segments interacted with the site.
- Creating a Culture of Data Literacy
Megan Porteous, Head of Digital at Carve Designs, described the impact as transformative: “I didn’t even know that you could do that in Google. It’s like a DMP. And now we’re talking about data regularly and eCommerce shopper behavior all the time at the leadership level.”
Clickvoyant’s engagement with Carve Designs was more than just a technical implementation—it was about creating a culture of data literacy and empowering a brand to find its voice in a crowded eCommerce landscape. Today, Carve Designs is a brand that confidently uses its data to connect with its customers, optimize its product offerings, and make informed business decisions that drive growth.
For other eCommerce brands facing similar challenges, Clickvoyant is a partner who not only fixes your data but also helps you transform it into your biggest strategic asset.
