Better data, faster decisions: enhancing GA4 pipelines and attribution for a major global telecom
Trusted
GA4 data downstream
Fewer incidents
Engineering overhead cut
Faster
Insight to decisions
The challengeA large telecom provider's GA4 data products had quality, sequencing and attribution issues that required specialist support to resolve.
Service lines
Digital DataData Engineering
The outcomeHigher data trust, faster decisions, and lower engineering overhead, with attribution models and pipelines significantly improved.
Client Situation
- Downstream teams had stopped trusting the numbers. Event sequencing and attribution issues in the client's GA4 pipelines were feeding errors into reporting and decision-making across the business, and the data engineering team was spending unplanned hours firefighting rather than building.
Our Contribution
- Audited the existing pipelines and recommended improvements to the ingestion of GA4 feeds (events, daily fresh, intraday, user).
- Designed data transformations to resolve issues inherent in GA4 data, such as event sequencing.
- Developed attribution models to correct misattribution introduced by Google's defaults.
- Designed UTM structure and syntax across owned and paid channels, and the integration between GA4 and Content Square.
- Troubleshot BigQuery dataset bugs and fed findings directly back to Google.
Results
- Trusted, high-quality data, downstream users rely on the GA4 data products again.
- Faster insight to decisions, through improved pipeline latency and data quality.
- Lower engineering and operational overhead, fewer unplanned hours lost to GA4 pitfalls.
"
Loop Horizon's support has been invaluable to us. Their expertise delivered results we couldn't have achieved on our own.Digital Data Engineering Lead