PROBLEM:
In mid-April, the client experienced a sudden and dramatic crash in online sales. Conversion tracking from paid search stopped working entirely and overall website traffic across all sources dropped by 90%. With sales plummeting and no clear insight into what was causing the issue, the client turned to ROAR for help.
Despite the sharp decline in visible traffic and sales, backend data from their WordPress site still showed purchases were happening—some even driven by Google Ads—but none of this was reflected in Google Analytics or the Google Ads platform. With no conversion attribution available in Google Ads, this meant their campaigns lost all of their previously gathered data and could not run at their previous performance. The disconnect meant their sales performance couldn’t be tracked, measured, or optimised.
SOLUTION:
ROAR acted fast, conducting a full audit to remove the conflicting and outdated GA4 and old Universal Analytics tags, uninstalled unnecessary plugins like RankMath and Google Site Kit, and streamlined tracking into a single, clean GA4 setup using Google Tag Manager and WooCommerce. We reconnected the correct GA4 property to Google Ads to restore purchase and lead tracking, and implemented a GDPR-compliant CookieYes V2 banner to ensure proper data consent. We then reset their primary Goals in Google Ads, and set them back live.
This comprehensive fix re-established accurate data flow and attribution across platforms, allowing for sales to flow through the Google Ads account again and actually further improved sales and performance vs previous levels, by having cleaner data for Google to work from, and made for a quicker website too.
OUTCOME:
The results were immediate. As soon as the new tracking system went live, sales began flowing back in—and this time, they were visible across both GA4 and Google Ads. The business regained full insight into campaign performance, conversions, and revenue, allowing for proper optimisation and growth planning. The client an increase in sales vs previous figures to due to better set up and cleaner data for which Google to work from.
Thanks to our service, we managed to achieve the following:
- 100% Visibility for the client
- 100% Reattribution of conversions
- 100% Increase in sales
“Can’t recommend these guys highly enough! We had a major issue with our ecommerce website that caused our sales to be decimated overnight and nothing we did fixed it.
One quick call to Michael and he had his team looking into the issue straight away, they found the problem within an hour when nobody else could! Our sales are now back to the level they were before and we look forward to working with ROAR more in the future.”
John Musgrove, Director at Boldon Picture Framing
