Enterprise-Grade eCommerce Tracking, Attribution & Sales Recovery

Project Summary

Who is UNICENTRO?

UNICENTRO is one of Paraguay’s largest retail chains, operating a powerful eCommerce presence via VTEX Headless CMS. With thousands of SKUs and high daily order volumes, they’re a national leader in fashion, lifestyle, and retail, but their data was breaking down where it mattered most.

The Problem

UNICENTRO was facing a critical attribution failure:

❌ Fragmented tracking with no visibility on micro-conversions

❌ 40–50% mismatch between actual purchases and GA4 data

❌ VTEX eCommerce data not matching front-end GA4 metrics

❌ Google Ads & Meta remarketing based on incomplete signals

❌ Thousands of products unlisted in Merchant Center

Our Solution

We deployed an end-to-end scalable data architecture that fixed the root, not just the symptoms.

Technical Execution:

1. GA4 + GTM Full Overhaul
   
   • Built robust client-side + server-side tracking across all funnel steps
     
   • Setup sGTM on Google Cloud Run for cost-optimized, scalable hosting
     
   • Implemented durable identity logic (GCLID, FBCLID, uid stitching)
     
     
2. Micro-Touchpoint Event Tracking
   
   • View Item, Add to Cart, Checkout Steps, Purchase
     
   • Internal Promotions, Site Search, Filter Clicks
     
   • Scroll depth, login/register events for funnel segmentation
     
     
3. eCommerce Accuracy Fix
   
   • Aligned all VTEX purchase events with GA4 schema
     
   • Achieved 80%–95% data accuracy in GA4 after setup
     
     
4. Google Merchant Center Cleanup
   
   • Identified & patched missing feed attributes
     
   • Reinstated over 23,000 products, previously rejected/unlisted
     
   • Set up automated supplemental feeds to maintain listing quality
     
     
5. Looker Studio Dashboards (Unified Analytics)
   
   • Integrated GA4 + Google Ads + Meta + VTEX via third-party connectors
     
   • Built executive-level and granular eCommerce performance dashboards
     
   • Enabled daily revenue/ROAS/checkout drop-off visibility
     
     

The Outcome (60 Days Post-Fix)

KPI	Before	After	Δ Impact
GA4 Purchase Tracking Accuracy	50–60%	95%+	+35–45% jump
Google Merchant Product Listings	~6,000 live SKUs	23,000+	+280% growth
Remarketing Signal Coverage	Partial, broken	100% clean signal	Full funnel syncing
eCommerce Attribution Lift	Underreported	+10% online sales	Growth from remarketing
Analytics Visibility (Ops & Exec)	Siloed reports	Unified dashboards	Real-time decisions

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Tools & Stack Used

✓ Google Tag Manager (Web + Server-side via Cloud Run)

✓ Google Analytics 4 (GA4)

✓ VTEX IO + Headless CMS architecture

✓ Google Merchant Center (Product Feed & Fixes)

✓ Consent Mode v2 (Google)

✓ Looker Studio Dashboards (with VTEX connectors)

✓ Meta CAPI Gateway + Google Ads EC

✓ Product Feed Optimization (main + supplemental feeds)

Why It Worked

We didn’t “just fix the tags.” We reverse-engineered platform expectations, re-aligned the data model with GA4/Ads/VTEX standards, and built a future-proof signal system.

Every click, touchpoint, and product interaction is now measurable, attributable, and monetizable.

“We used to guess. Now we scale with confidence.”
— UNICENTRO Internal Stakeholder

Want These Results?

If you’re running VTEX, Shopify, Magento, or a Headless CMS and facing:

• Tracking gaps
• Attribution losses
• Broken Merchant feeds
• Ads underperformance

→ Let’s talk.

Book Your Signal Audit

Outcomes