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Energizer sells automotive batteries through select retailers in Europe, the Middle-East, Africa, and Oceania. Their website serves three main purposes.
They needed to see what actions people were taking on the site, what retailers they were going to, and what batteries they were looking for.
They also needed to see how people were getting to the site, and what traffic sources and keywords were the most valuable.
The first thing we did was set up the Google Search Console account. We did this to get immediate insights on the keywords that are driving traffic to Energizer. We also needed to make sure all pages were properly indexed, the site was crawlable, and there were no penalties on the site.
Google Analytics 4 (GA4) was my best friend through this process. When installed GA4 through GTM and immediately started collecting data on the traffic sources.
Tracking was set up for the different products viewed, the battery finder searches, and the retail finder searches. There was also tracking set up to monitor which retailers were clicked on.
Additionally, we needed to see engagement with form submissions.
Funnels, reports, and explorations were created to see what traffic sources converted into sales.
Additionally, we linked the GA4 account with the GSC account so we could see which searches were high intent and drove engagement.
Dashboards were created for business and marketing. The dashboards show month-over-month growth and provide insights to the marketing team on what they should focus their efforts on. All key metrics that were being tracked through GA4 and GSC were reported on including battery finder engagement, top keywords, conversion reports, and retailers located.