Blauer HT: the GA4 tracking case study

Blauer HT, developed by FGF Industry SPA, is a helmet brand known for its unique mix of technology and urban style.

Blauer HT aims to capture the attention of a broader yet targeted audience. For them, we activated a tracking strategy using Google Analytics 4 (GA4) to understand user behavior on the site and create targeted audiences to optimize advertising campaigns and increase the number of qualified visits to the site.

The challenge

How can a showcase site contribute to generating offline sales? Our main focus was the implementation of detailed tracking on GA4 for events on the Blauer HT site to identify conversions aligned with the objective.

To achieve this, we needed to migrate the tracking from Universal Analytics to GA4, refining the measurement of events generated by user behavior on the site. This targeted approach was designed to obtain particularly deep insights, serving as a valuable compass to guide marketing and advertising actions precisely.

Detailed Tracking and Showcase Site

We decided to operate on GA4, implementing a tracking system that allowed us to measure more specific events than the generic page_view and identify detailed conversions to optimize advertising campaigns.

Through tracking, it was crucial to gain a deep understanding of online user behavior on the showcase site. This site, lacking eCommerce functionality, played a fundamental role in the brand's awareness strategy, pushing users to look for the nearest store through the store locator to purchase HT products.

Accurate monitoring of conversion actions, such as clicking on "Find a Store" and the search bar in the store locator, highlighted user interest and the decision-making path on the showcase site, demonstrating significant user engagement even without online purchasing options.

What was done?

Previously, the client tracked only the following events:

• Page_view
• Session start
• First visit
• Search Store (conversion event)

The RichClicks tracking strategy included monitoring additional events such as:

• Scroll
• Find a store (conversion event)
• View Catalogue (conversion event)
• Product Store

By creating specific conversions like clicks on "Find a Store" and other elements, we could create conversion campaigns on Google Ads and Meta. Unlike awareness and traffic campaigns, these allowed us to qualify the target audience and optimize the campaigns.

These campaigns, based on more specific conversions, identified the right target, achieving significant results in terms of users interested in finding the nearest Blauer HT store.

The Approach

Aiming to support offline sales, one of the objectives was to push and track users to search for the nearest store to buy HT products.

Thanks to detailed tracking on GA4, we understood user movements within the web pages, refining the trend of campaigns based on the quality and quantity of traffic generated on both Google Ads and Meta.

Among the main conversion actions tracked, we can cite:

Tracking the "Find a Store" button on the top right of the homepage

Tracking the click on this specific CTA allowed us to understand the quality (and quantity) of users coming from the lower part of the funnel, already close to making a purchase. Users, in other words, looking for the style sold by Blauer HT.

This call to action worked well because it led directly to the store locator, where users could find the nearest store with a single click.

Thanks to the implemented event, we noticed that a large portion of users landing on the landing page clicked directly on the "find a store" CTA, showing strong interest in the product. Additionally, the user was in an advanced stage of the purchasing decision process, not just analyzing the catalog or product pages.

This gave us a crucial insight: in terms of awareness, the business was more advanced than we thought: about 50% of users landing on the Blauer HT site already knew the business and immediately looked for the nearest store via the store locator.

With this tracking structure, boosted by paid advertising, we grew from about 90 users (in 90 days) interested in finding a Blauer HT retailer to 1590, resulting in a 1600% increase.

This data shows the significant market share we would have missed if we hadn't intervened by granularly tracking the web page and completing the work with a solid advertising structure on Google Ads and Meta.

Tracking the search bar on the store locator page: "Search Store"‍

This refers to the "main" conversion, i.e., the ultimate goal of directing the user to the physical store.

Therefore, the use of the search bar was tracked. Tracking this type of click is essential as it allows us to understand the quantity and quality of user traffic that reached the store locator to find a store. In this case, the increase was significant, rising from about 64 engaged users in 90 days to a total of 1320.

Tracking the "Find Store" button after viewing the product page‍

In this case, tracking is necessary because it helps us understand to what extent the product is validated by targeted users and the number of users who proceed to use the store locator search bar or leave the site. We did not overlook this strategic tracking because it gave us a business perspective if we wanted to upgrade this "online showcase" to a true eCommerce site.

This choice was crucial as, in the 90 days analyzed, of the 1320 users who reached the store locator search bar, 113 first analyzed the product they preferred before reaching the final stage of finding the retailer through the product.

In the case of an eCommerce site, many of these users, already in an advanced purchase decision stage, could certainly have converted to online purchases in just 90 days. Both tracking number 1 (call to action on the homepage) and tracking number 3 (call to action in the product section) gave us a global view of product affinity with targeted users, despite a market dominated by giants specializing exclusively in helmets or road safety equipment.

Tracking "Download Catalog"

‍This type of tracked event allowed us to have an overview of how many and which users were not yet ready to purchase or go to the store.

These users were still in the consideration phase of buying a helmet and could later be retargeted through remarketing campaigns.

Results

In the first 90 days, we recorded a significant increase in organic traffic, with a 2000% increase in new users and sessions on the showcase site. These data indicate a positive response in terms of newly acquired and qualified traffic.

Google Ads and Meta campaigns: results showed a 60% increase in clicks and a 46% increase in conversions on Google Ads. The Display campaign surprisingly generated direct conversions to store searches, confirming the effectiveness of the strategy on the showcase site.

The detailed tracking provided crucial insights into the showcase site, and the strategy on Google Ads and Meta prepared users for in-store conversion, suggesting ongoing growth opportunities for Blauer HT in the market.