Skin Society: Tracking the Customer Journey From Visit to Purchase
Skin Society needed a clearer way to understand how customers move through its online store and how its advertising contributes to sales. Digitalhive implemented a complete e-commerce tracking setup for the Shopify store, connecting Google Analytics 4, Google Ads and Meta across the full journey, from product views and cart activity to checkout and purchase.
Challenge
Skin Society was using several platforms to understand website and advertising performance. The team needed the same customer actions to be tracked consistently across each platform so it could compare results with more confidence. Tracking that depends only on the customer's browser is also becoming less reliable because of privacy restrictions, ad blockers and changes to cookies. The setup needed to capture the full shopping journey while creating a stronger base for future measurement.
Solution
Digitalhive built a custom tracking setup inside Shopify and connected it with Google Tag Manager, Google Analytics 4, Google Ads and Meta. This gives each platform a consistent source of information about what customers do on the store. The setup tracks 11 important actions: page views, product views, category views, searches, add to cart, view cart, remove from cart, begin checkout, shipping details, payment details and purchases. Google Ads also receives the actual value of each order, helping the team measure campaign return more accurately. The main website tracking is live. Digitalhive also built and tested a server-side tracking setup, which is ready to be activated once the required hosting is enabled. This additional setup can improve reliability when browser tracking is restricted.
Impact
Meta Event Match Quality
During testing, the Meta Purchase event achieved a 9.2 out of 10 Event Match Quality score, improving how accurately purchases could be matched with advertising activity.
Customer actions tracked
Eleven key actions are now tracked across the shopping journey, from page and product views through to checkout and purchase.
