Jack & Jones Türkiye:
Jack & Jones Turkey: Reduced Cart Abandonment by 28%
We reduced cart abandonment and clarified revenue tracking with GA4 e-commerce setup and checkout funnel optimization.
Jack & Jones Turkey was struggling with high cart abandonment rates and insufficient GA4 data on their e-commerce site. It was unknown where exactly the losses occurred during the checkout process.
The Problem
The existing GA4 setup only tracked page views. Purchase events were missing, product data was incorrect, and checkout steps were not measured at all.
Google Ads conversions were manually defined and their reliability was questionable. The marketing team could no longer determine which ad groups were driving actual sales.
Work Done
GTM Data Layer Architecture Setup
We added data layer events to all product pages, cart, and checkout steps using WooCommerce plugins and custom code snippets.
GA4 E-commerce Tracking Setup
We configured view_item, add_to_cart, begin_checkout, add_payment_info, and purchase events with item parameters.
Checkout Funnel Analysis
We analyzed checkout steps with GA4 Funnel Exploration. We identified that the biggest loss occurred at the payment info step.
Google Ads Enhanced Conversions
We set up Enhanced Conversions via GTM, matching purchase conversions with hashed user data.
Looker Studio Sales Dashboard
We created a custom dashboard with daily auto-updating, product-level revenue, checkout conversion rates, and channel comparison metrics.
Results
The payment step loss point was shared with the UX team and a simplified payment form was tested. This change alone reduced cart abandonment by 28%. GA4 data accuracy reached 98%.
“Before working with Anatomi.io, we didn't know what we were looking at in GA4. Now the dashboard we open every morning tells us exactly what's working.”
— E-commerce Manager, Jack & Jones Turkey
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