Altowayan
A store operating with no analytics or conversion tracking, and a product catalog with structural issues affecting both UX and SEO.
altowayan.com ↗Context
Altowayan had been running without any measurement infrastructure — decisions about the store were being made without data to validate or guide them.
The Problem
No analytics, no conversion tracking, and a fragmented product catalog causing both UX friction and SEO inefficiency.
Responsibility
Built the store's measurement infrastructure from scratch and led the catalog restructuring alongside it.
What Was Done
- Set up GA4 with full e-commerce tracking.
- Built a GTM container with event triggers covering add-to-cart, checkout steps, and purchase confirmation.
- Integrated Search Console for organic-search visibility.
- Restructured the product catalog to address crawlability and indexation issues.
Result
The store moved from having no usable conversion data to complete funnel tracking across the purchase journey, surfacing UX issues within the first week that could then be addressed with evidence.
Figure carried over from prior reporting — pending re-verification before publication.
How It Was Measured
Verified through GA4 exploration and funnel reports once the new tracking setup went live.
What It Showed
Measurement infrastructure needs to come before optimization work, not after it — otherwise every recommendation is a guess.