Thriftify's leadership had no reliable way to read its own performance data — a structured audit and a new Acquisition–Engagement–Retention–Advocacy framework gave the CXO a monthly dashboard to run the business on.
Role Led the analytics audit and measurement strategy — root-cause diagnosis, KPI framework design, and CXO dashboard build
Thriftify needed a way for its CXO to actually analyze company performance, but core metrics were missing, mismatched, or implausible.
Critical business metrics had no measurement in place at all, leaving leadership without a baseline to manage against.
Revenue reported by the business and revenue shown in digital analytics diverged by roughly 30%, undermining confidence in both.
Without a defined approach to reading the data, the CXO had no repeatable way to evaluate how the business was performing.
Each implausible number was a symptom — the question was which configuration issue was producing it.
An ecommerce site reporting a 3% bounce rate was far below realistic benchmarks, signalling a tracking or filtering defect rather than genuine engagement.
The payment gateway was attributed 100% credit for every sale, masking the real marketing and acquisition channels driving revenue.
No view excluded internal test traffic, and conversion goals weren't configured for all conversion types — both distorting every report downstream.
The engagement combined a structured data audit with a new KPI framework and a CXO-facing dashboard suite built in Data Studio.
Audited data collection across company metrics to identify why revenue, bounce rate, and conversion numbers were wrong.Google Analytics · audit
Traced the revenue mismatch and low bounce rate to payment gateway over-attribution, missing test-data views, and incomplete goal configuration.RCA · data quality
Designed a measurement strategy around four high-level pillars — Acquisition, Engagement, Retention, and Advocacy — for evaluating company KPIs.KPI framework
Built Data Studio dashboards depicting company KPIs across analytics and Google Ads, reviewed by the CXO every month.Google Data Studio · Google Ads
Thriftify moved from mismatched, implausible metrics to a corrected data setup with a defined Acquisition–Engagement–Retention–Advocacy framework and live Data Studio dashboards the CXO reviews every month.
Fixed payment-gateway over-attribution, added test-data filtering, and completed conversion goal configuration so future reports reflect reality.
The Acquisition/Engagement/Retention/Advocacy structure gives the company a repeatable lens for evaluating new initiatives going forward.
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