✦ Case Studies
Kelly Oysters Google Analytics Case Study
CLIENT
Kelly Oysters is a premier Irish seafood producer recognised for its commitment to quality and sustainability. Through Fáilte Ireland’s Digital that Delivers program, the company set out to modernise its digital measurement systems, enabling deeper insights into customer behaviour, improved ROI tracking, and more informed, data-driven marketing decisions.
THE CHALLENGE
Kelly Oysters struggled with key measurement gaps that impacted their ability to analyse performance and make data-driven decisions. There was no GTM integration, e-commerce tracking was missing, and the Tours booking engine wasn’t connected to GA4. Data collection was unstructured, making ROI assessment difficult, and reporting processes were slow and fragmented, delaying insights and hindering timely marketing optimisation.
SOLUTION
GA4 Implementation & Audit
Audited and configured GA4 to ensure accurate data collection, enabled enhanced e-commerce tracking, and integrated the Tours booking engine for revenue attribution.
Advanced Event Tracking
Set up detailed tracking for key conversions, including lead form submissions and online bookings, to improve visibility into user actions.
Data Warehouse & Reporting
Connected GA4 to BigQuery for scalable analysis and built custom Looker Studio dashboards to deliver real-time, actionable insights.
Handover & Training
Provided a comprehensive handover session and technical documentation to empower the internal team with ongoing analytics management.
BUSINESS IMPACT
Accurate Marketing Measurment
Improved measurement accuracy for website, ecommerce & booking engine interactions.
Deeper Insights
GA4 and BigQuery enabled advanced segmentation, ROI analysis. & segmentation.
Optimised Marketing
Data-driven insights led to more efficient targeting and higher ROAS.