Jens Hansen
Jens Hansen, The Ringmaker, collaborated with Analyzify to clean up GA4 and Google Ads tracking, restoring trustworthy analytics and improving measurement for upcoming campaigns.
Case Studies
How Joseph & Joseph Fixed Their Analytics Setup and Improved Conversion Accuracy with Analyzify
Joseph Joseph, a London-based British brand known for its “brilliantly useful design”, partnered with Analyzify to resolve GA–Shopify data discrepancies, improve UTM configurations, and build a reliable data foundation.
With their focus on smart, long-lasting household solutions, the goal was to restore accurate reporting, proper attribution, and consistent tracking across regions."
With their focus on smart, long-lasting household solutions, the goal was to restore accurate reporting, proper attribution, and consistent tracking across regions."
Better Event Tracking
Achieved complete and stable GTM setup
Accurate Data Attribution
Restored consistency between GA4 and Shopify
GDPR-Compliant Tracking
Implemented Consent Mode and regional configurations
With a philosophy of “brilliantly useful design”, Joseph Joseph is a London-based British brand that creates innovative, problem-solving household products. Since its launch in 2003 by twin brothers, the brand has built a strong following by blending form and function to deliver smart, durable solutions across kitchen, storage, and cleaning categories.
Employees
200+
Headquarters
London, United Kingdom
Categories
Home & Kitchen
Built with
Shopify
Services Provided
Yearly Plan, Custom Development Service, Premium Support
Pia Sharma
Head of Digital Marketing CRM & Analytics
Before working with Analyzify, we faced major challenges with our analytics, data discrepancies, tracking gaps, and unreliable reporting made it hard to trust our insights. The Analyzify team quickly identified the issues, implemented best practices, and completely transformed our setup. Now our data is accurate, compliant, and truly useful for decision-making.
4.6 
300+ reviews on 
300+ reviews on 
Challenges
Unusually high “direct traffic” share causing inaccurate attribution
Overly complex regex settings leading to referral and domain misclassification
Broken integrations and missing content grouping in Google Analytics
Incomplete event tracking and unstable GTM container
Missing conversions and limited audience segmentation
GDPR alignment issues limiting reliability in EU markets
Currency inconsistencies between stores
Localization issues and poor engagement on high-traffic product pages
Over time, Joseph & Joseph’s analytics setup had become overly complicated.
Tracking inconsistencies, faulty regex, and missing integrations led to unreliable data and misattributed conversions.
To ensure they were compliant, we focused on strengthening GDPR adherence and improving localization, which also supported better performance and visibility in key markets.
Expert Note
Joseph & Joseph’s setup shows what happens when multiple fixes and tools pile up without a full rebuild. The system still “worked,” but the data quality had quietly eroded. Small issues like broken regex and half-connected integrations become big problems over time, leading to numbers that look correct on the surface but can’t be trusted for real decisions.
Alaz Ortakoy
Technical Product Manager @Analyzify
Solutions
Rebuilding Analytics Accuracy in GA4
• Refined tagging and UTM protocols to reduce inflated direct traffic ratios
• Simplified regex and redesigned referral exclusions to ensure accurate source attribution
• Repaired integrations (Search Console, content grouping) for reliable performance analysis
• Streamlined conversion tracking, created audience segments, and enabled user ID tracking for richer insights
• Simplified regex and redesigned referral exclusions to ensure accurate source attribution
• Repaired integrations (Search Console, content grouping) for reliable performance analysis
• Streamlined conversion tracking, created audience segments, and enabled user ID tracking for richer insights
Stabilizing Google Tag Manager and Event Tracking
• Fixed faulty triggers and completed event tracking for add-to-cart, site search, and other key actions
• Resolved container instability to maintain consistent and reliable data collection
• Resolved container instability to maintain consistent and reliable data collection
Optimizing Google Ads Tracking and Ensuring Compliance
• Introduced native Google Ads tracking and enhanced conversions for better campaign attribution
• Created region-specific audience segmentation to improve ad relevance
• Implemented Consent Mode for GDPR compliance and store-level Google Ads tags for non-EU markets
• Standardized currency tracking across stores for consistent and comparable data
• Created region-specific audience segmentation to improve ad relevance
• Implemented Consent Mode for GDPR compliance and store-level Google Ads tags for non-EU markets
• Standardized currency tracking across stores for consistent and comparable data
Enhancing Shopify Localization and User Experience
• Improved pricing clarity and added flexible address options for non-UK users
• Optimized shipping and payment settings to increase conversions in France and Spain
• Identified design and content issues on key product pages and provided actionable improvement recommendations
• Optimized shipping and payment settings to increase conversions in France and Spain
• Identified design and content issues on key product pages and provided actionable improvement recommendations
Results
Accurate data collection and attribution between GA and Shopify
Stable and complete event tracking in GTM
Reliable performance insights through restored integrations
Enhanced Google Ads tracking and GDPR compliance
Standardized currency and reporting across all stores
Improved regional conversions through localized UX updates
Higher engagement on key product pages
Achieved full GDPR alignment and region-appropriate localization
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