website analytics drives smarter decisions

As the UK’s leading motor specialist, Halfords Autocentres required a trustworthy digital analytics suite. Having relied on a basic implementation of Google Analytics for several years, Halfords asked Salmon, a Google Analytics Certified Partner, to help them make the most out of Google’s powerful ecommerce features.

Working closely with the client team, Salmon produced a measurement strategy that identified the key reporting requirements and existing data gaps. From this, a comprehensive website datalayer was developed to ensure the necessary information was readily available for use by Google Analytics – which enabled us to properly look under the bonnet, excusing the pun.

Salmon used Google Tag Manager to simplify data capture and tag management, which successfully managed analytics and marketing tags from a single system to deliver time and cost efficiencies to the business.

Following the launch of the new account by the Salmon Digital Intelligence team, the Halfords Autocentre team had immediate access to Google Analytics Enhanced Ecommerce reporting, providing practical insight into product list performance, product page interactions and checkout funnels. It also enabled Halfords to segment visitor behaviour using several custom dimensions, such as vehicle type and manufacturer. A 15% increase in data accuracy was recorded following the use of Google Tag Manager and a comprehensive data layer – so, Halfords could trust their data and decisions based on it.

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