Customer Overview
Industry
Retail
Region
India
Company Size
1K-5K Employees
Featured Solution
Adobe Analytics Tracking & Attribution
About the Customer
The customer is a leading premium online clothing brand in India, recognized for blending modern fashion with quality, comfort, and everyday utility. With a reputation for craftsmanship and trend-forward collections, the brand offers thoughtfully designed pieces that resonate with customers who value both style and practicality.
Inconsistent Marketing Data Impacting Adobe Analytics Reporting
The brand’s Adobe Analytics setup was falling short due to inconsistent and incomplete tracking across multiple channels, including Facebook/Meta, Programmatic, Affiliate, and MoEngage. This led to:
- A high volume of “Unspecified” data and missing orders, creating attribution gaps.
- Channel-specific anomalies, making it hard to assess true marketing performance.
- Missing event-level details in some integrations, limiting visibility into customer journeys.
Business Implications of Tracking Inconsistencies
Unreliable Reporting
Inaccurate channel data reduced confidence in analytics-driven decisions.
Attribution Gaps
Unspecified entries and untracked orders led to incomplete customer journey mapping.
Missed Sales Potential
Attribution issues risked missing revenue from underreported channels.
Limited Performance Insights
Inconsistent tracking limited the ability to evaluate and optimize campaigns.
The Solution: Data Validation and Tracking Optimization to Strengthen Marketing Analytics
To ensure accurate attribution and dependable reporting, the customer needed a streamlined process for auditing, validating, and optimizing marketing data in Adobe Analytics and integrated platforms.
Grazitti implemented a targeted optimization plan to reduce data discrepancies, improve tracking accuracy, and deliver clear, actionable insights across Facebook, Programmatic, Affiliate, and Wishlink channels.
What Our Experts Delivered:
- Detailed Channel Audits
Reviewed and validated marketing data for Facebook, Programmatic, and Affiliate channels to detect and correct inconsistencies.
- Attribution Data Refinement
Minimized “Unspecified” entries to strengthen attribution accuracy and reporting dependability.
- Enhanced Affiliate Order Tracking
Optimized campaign filters and order visibility in Adobe Analytics to ensure complete and accurate affiliate sales reporting.
- Wishlink Mapping Optimization
Streamlined data mapping for Wishlink to precisely capture marketing performance and improve attribution clarity.
Measurable Impact Delivered
The tracking optimization framework improved channel data accuracy and enhanced attribution precision across Facebook, Programmatic, Affiliate, and Wishlink. “Unspecified” entries were reduced, affiliate order tracking was strengthened, and Wishlink data mapping was streamlined, resulting in clearer visibility into marketing performance. With compliance fixes in place and a manual action warning lifted, the customer regained confidence in Adobe Analytics reporting to guide decision-making and growth.
Highlights
95%
Accuracy in Data Reporting
18%
Increase in Tracked Affiliate Orders
9%
Reduction in “Unspecified” Data
13%
Improvement in Attribution Clarity
Conclusion
By auditing and optimizing their Adobe Analytics setup, the brand improved reporting accuracy, reduced attribution gaps, and gained a clearer picture of marketing performance. Fixes to affiliate tracking, Wishlink mapping, and “Unspecified” entries paved the way for continuous optimization and better campaign decisions.
“We now have clearer visibility into channel performance, more accurate attribution, and stronger confidence in the decisions we make using our analytics data.”
Our Resources
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