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Project Summary
Who is NYSC?
New York Sports Clubs (NYSC), operated by New TSI Holdings, Inc., is one of the most recognized fitness chains in the U.S. With dozens of club locations, digital signups, and free pass options, it drives thousands of user journeys daily through its Microsoft ASP.NET-based platform yet faced a major problem
The Problem
Despite their scale and spend across 4+ paid channels (Google, Meta, etc.), NYSC had no eCommerce event tracking:
❌ No way to optimize or build remarketing based on user behavior
❌ No dataLayer present
❌ No GA4 Enhanced eCommerce events
❌ No revenue value captured anywhere
❌ Forms built on 50+ HubSpot instances with no event logic
Our Solution
We engineered a custom dynamic tracking framework — solving for both tech stack constraints and marketing requirements.
🔧 Key Implementations
- Custom Dynamic DataLayer (GA4-Compliant)
- Built from scratch across non-CMS ASP.NET pages
- Injected dataLayer.push() for every eCommerce interaction:
- View Item
- Add to Cart
- Begin Checkout
- Purchase
- Plan Select (mapped as custom event)
- Location Selection
- All values structured into GA4 item-scoped schema
Passed product/plan ID, pricing, category, and club details dynamically
Fully compatible with Meta Pixel and Google Ads via sGTM passthrough - GA4 Enhanced eCommerce Setup
- Built all GA4 tags + event triggers for subscription flow:
- “Join Now”
- “Free Pass”
- 3-Step Checkout Flow → Mapped to GA4 funnel
- Reconstructed virtual cart logic for non-standard subscriptions
- Built all GA4 tags + event triggers for subscription flow:
- HubSpot Form Tracking Framework
- Centralized form submission tracking across 50+ forms
- One dynamic event: form_submission with form name & ID auto-attached
- Enables:
- Audience segmentation by form purpose
- Ad retargeting by lead type
- GA4 + Meta CAPI conversion consistency
- Custom Interaction Tracking
- Club Filter/Selection (club-g search)
- Plan Toggle Clicks
- CTA Funnel Pathing
- All enriched via custom JavaScript pushing:
- User intent
- Location
- Device context
- Funnel stage (via hidden field mapping)
The Outcome (30 Days Post Launch)
| Metric / Feature | Before | After |
| eCommerce Event Coverage | 0% | 100% of critical flows ✅ |
| Revenue Value in GA4/Meta | Missing | Accurate + item-scoped ✅ |
| Form Conversion Attribution | Incomplete | Dynamic, form-name based ✅ |
| Remarketing Readiness (GA4/Meta) | Broken | Full-funnel audiences ✅ |
| Paid Channel Optimization Signals | Unavailable | Real-time performance passback ✅ |
Tools & Stack Used
✓ GA4 (Web) with item-scoped dimensions
✓ GTM (Web)
✓ Meta Pixel + Meta CAPI (via sGTM passthrough)
✓ Custom JavaScript + Tag Injection in ASP.NET
✓ HubSpot Forms (Auto-tagging via trigger mapping)
✓ Server-Side GTM via Cloud Run (forwarded signals)
✓ Enhanced Form & Checkout Event Design
Why It Worked
We didn’t retrofit, we reverse-built a modern eCommerce tracking model on top of a non-eCommerce tech stack.
“We were stuck with no visibility. Now we understand exactly who’s converting, what they want, and how to grow.”
— NYSC Stakeholder (Marketing)
Have a non-standard site and no revenue data?
We can architect platform-ready tracking from scratch even if you don’t use Shopify, Magento, or GA-native stacks.
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Bonus Highlight: Custom eCommerce Funnel in Looker Studio
Visualizing the Subscription Journey From Click to Club Signup
We went beyond tracking — we engineered a real-time, source-mapped conversion funnel using:
- No plugins or 3rd-party dashboard builders
- GA4 data streams (enhanced eCommerce + custom events)
- Custom funnel logic in Looker Studio