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Projects Summary
Client Overview:
Avoya Travel, a leading online travel platform, needed to understand high-intent user behavior better and simplify performance reporting. The Y77 team built a custom tracking system to identify users who spent more than 160 seconds on the platform, helping Avoya Travel segment and retarget these visitors more accurately. In parallel, the team improved Google Analytics 4 configurations and created automated dashboards that reduced manual reporting efforts and closed the data gap between GA4 and ad platforms.
Challenges
The Avoya team needed to differentiate high-intent users, particularly those spending over 160 seconds on-site, from casual visitors. They also faced difficulties comparing Google Analytics 4 data with ad platform metrics, which created inconsistencies in reporting and reduced campaign clarity.
Key Takeaways
Y77 developed a custom session tracking method to identify high-engagement users. This was paired with an updated GA4 structure and tailored dashboards to help the marketing team align platform data with ad performance. The improvements supported better retargeting and clearer performance insights.