About Shukhi Life
Shukhi Life is a fast-growing Bangladeshi health and wellness eCommerce brand offering natural supplements and wellness essentials. It needed accurate tracking of revenue, conversions and engagement to scale performance marketing efficiently.
Project overview
Sales were growing, but the data was not keeping up. Shukhi Life lacked accurate Enhanced eCommerce tracking and consistent conversion data, its Google Ads campaigns had no reliable purchase attribution, and GA4 event measurement was incomplete.
I implemented a fully structured GA4 + GTM + Google Ads ecosystem to track sales, product interactions, funnel behavior and campaign performance precisely.
Goals
- Implement accurate GA4 Enhanced eCommerce tracking
- Track all product and funnel events: view → cart → checkout → purchase
- Enable full Google Ads conversion attribution
- Capture WhatsApp clicks, scroll events and form submissions
- Create a data-driven reporting system for revenue and ROAS
Challenges
- No enhanced eCommerce event tracking existed
- The purchase event did not capture dynamic product data
- Google Ads could not measure actual conversions
- Scroll, WhatsApp and other micro-interactions were untracked
- No unified GTM tracking architecture
- No real-time data for revenue and funnel insights
Strategy
I designed a full-funnel tracking solution with GTM as the central hub: structured GA4 event groups, a complete GA4 enhanced ecommerce measurement system and Google Ads conversion tracking integrated on top. The focus was on conversion accuracy, engagement tracking, funnel visibility and campaign attribution.
What I implemented
Trigger configuration
- Form submissions
- CTA clicks
- Phone clicks
- Email clicks
- Scroll depth
- WhatsApp interactions
Custom parameters
- page_category
- service_type
- lead_type
- form_location
GA4 configuration
- Enabled GA4 enhanced measurement for baseline site interactions
- Mapped high-intent actions as GA4 conversions
Google Ads integration
- Synced GA4 with Google Ads for conversion tracking and audience creation
Validation
- GA4 DebugView
- Tag Assistant
- Cross-device testing
Tools used
Results
- Google Ads conversions added for purchases and for the Bengali “Order now” buttons on product pages
- Purchase tracking: from inaccurate and inconsistent to 100% accurate purchase tracking
- Revenue attribution: from missing or partial data to complete product and revenue attribution
- Google Ads measurement: from no reliable conversion data to real purchase conversions measured
- Audience & retargeting: from limited engagement signals to better retargeting with scroll and WhatsApp events
- Decision-making: from guesswork to ROAS-driven decisions
