How Woop shaped their analytics to suit their unique business model.

From a tracking and measurements point of view, Woop's on-site user journey is nothing like any standard e-commerce journey (which typically comprises of a ‘catalog > product page > add to cart > checkout > purchase’ flow) Which means the tracking strategy needed to be purpose built from the ground up.

To fulfil the unique tracking needs, the OD team built a ‘dataLayer’ specification from the ground up that was tuned specifically for the user interactions expected on the food subscription journey. This dataLayer was then utilised in a Tag Management system (Google Tag Manager) to orchestrate the tracking flows across all downstream platforms that required that data. i.e the data was processed not only into Google Analytics, but to marketing platforms such as Facebook and Google Ads, amongst others. This allowed the business to track everything that was required, while ensuring that the work is ‘done once’ and leveraged across the data landscape, rather than repeating the set-up for every marketing platform.

While a customer's initial sign up to a food box plan happens on the website, all future transactions happen in the back end, as recurring subscription orders are processed on a weekly basis, with customers having the ability to pause, add, amend, and unsubscribe as required. Which means transactional / revenue data cannot even be measured from the client-side tracking.

To address this the OD team leveraged the ‘Google Analytics 4 Measurement Protocol’ (while still in Beta) to send all future transaction events from the ‘server-side’. This allowed for tracking of all recurring subscription orders, inclusive of all the rich data points described above.

Apart from measuring this unique user journey & transactional data, it is also necessary to answer deeper questions for a business that’s all about food! e.g : Which proteins do our customers prefer the most? What are the most popular meal plans selected? How many nights do they order our boxes for? Standard tracking in any Web Analytics platform isn’t quite tuned to track such data points out of the box.

OD leveraged the power of GA custom dimensions to track all unique data points that were relevant to Woop's business. This allowed the business to gain valuable insights into customer behaviour, preferences, and engagement, and make data-driven decisions to improve the customer experience.