A global leader in coach travel is now measuring ROI accurately (fix for missing transactions)

Ecommerce, Tour operators, Travel
CRM integration, Custom Ecommerce system, Medium and large businesses
Guided coach tour web analytics
A global leader in coach travel is now measuring ROI accurately (fix for missing transactions)
This global tour operator knew their tracked ecommerce data was off - but were surprised to hear over half of their transactions were not being recorded. We found out the reasons why and set out a plan for how to fix it. Our client can now attribute sales to marketing channels and start providing a personalised experience based on buyer attributes like family make-up, travel history and more. They are now on track to increase their return customers as a result.

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The marketing team at this successful tour operator brand wanted to take their growth to the next level. They had ambitions plans that involved:

  • growing the number of people taking up their tours,
  • establishing a loyalty programme to increase repeat customers,
  • start selling tours to businesses as a staff incentive.

At the same time, they were feeling confused about which channels were producing the biggest return on money spent and how to target their growth for maximum impact. Their Google Analytics was untrustworthy. Some key pages were excluded from tracking altogether and Ecommerce tracking was reporting less than half of their actual transactions (as we found out later).

Before getting in touch with us, they had been trying to improve their web analytics capabilities in-house. But without a sense of direction, they installed more web analytics solutions and gained no new insight. They tried to spend time and money on quick fixes. Unfortunately, no platform could report accurately on their metrics without customising it to measure their bespoke-developed website.

In the end, they decided to bring all their data into Google Analytics. And we were on hand to help with the challenge.

With our help, they now have a clear plan of action for how to fix their Enhanced Ecommerce tracking, connect their CRM data, and collect User metrics that will help their conversion rate optimisation programme.

Services delivered

Channel tracking guidelinesCRM and Google Analytics integrationCustom Ecommerce Data Layer definitionData strategyEcommerce trackingGoogle Analytics auditGoogle Tag Manager auditUser persona definition and tracking


We scoured our client's Google Analytics and Google Tag Manager accounts as well as their website code to test and log all possible tracking issues. We paid close attention to data accuracy, but also tackled data organisation and opportunities for insight.

Once done, we prioritised all issues according to: importance for correct reporting, effort to fix and marketing opportunity. This was the basis of our action plan that included guidelines for UTM and API integrations and Ecommerce data layer detailed specifications.

With each piece of work delivered, we had a run-through call with the marketing and technical team to make sure the recommendations are clear and easy-to-follow.

We got to the bottom of their missing transactions and what they can do about them.

Our client now has a clear direction for how to drive further company growth using data-driven marketing.


Discovered the impact and source of missed transactions and devised a plan to make ecommerce data accurate
Connected web, sales, campaign and CRM data that is easy to analyse in a single platform
Detailed User personas and audiences that can be segmented for personalisation, advertising and wider marketing (including selling to new audiences like HR teams)
Facilitation of a loyalty programme to increase repeat customers

Client's feedback

"Business Ahead have a breadth of experience and knowledge that made them the perfect fit for helping one of our clients gain confidence in their data.

They conducted an Analytics Audit and a Google Tag Manager Audit, and provided an implementation plan for both. These entailed an identification of whether accurate data was being collected; whether the configuration was in line with our client’s marketing objectives; and whether there were additional ways in which meaningful insight about our client’s business, marketing campaigns and customers could be gleaned.

Our client is very happy with the work and feels confident that the data issues have been identified and that there's a clear plan in place for not just resolving them, but for also gaining further insight. It was a pleasure to work with Business Ahead, who were organised and extremely professional.

We thoroughly look forward to working with them again."

Nay Jackson, Measurement & Insight Manager, SiteVisibility

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Business Ahead Ltd is registered in England and Wales. Reg. no.: 11394787.

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Business Ahead support marketing and optimisation teams with their website tracking and reporting needs – so that when you start your optimisation programme, you can achieve even better results. 

We help clients build the foundations for better website optimisation and traffic increase. We use website analytics to access and visualise data and discover new ways to improve website experiences. 

Our team of analysts are versed in Google Analytics, Google Analytics 360, Google Tag Manager and Google Data Studio. 

Based in Manchester, UK, we work with businesses all over the world. We are flexible and can act as consultants only or partners that can support your digital strategy implementation. 

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