CURiO Brands

E-Commerce2024 - Present

Overview

Analytics Data Layer

Data was being collected everywhere, but clarity was missing. Events were inconsistent, funnels incomplete, and decisions were made on partial truths. I rebuilt the analytics layer to reflect how customers actually move through the experience.

Architected a structured GA4 data layer to track user journeys end to end — from product interaction to conversion — and translated raw events into insight teams could act on.

Impact

Scale: Cross-brand analytics infrastructure
Outcome: Complete user journey visibility

GA4
GTM
JavaScript
Data Layer Architecture
GA4
GTM
JavaScript
Data Layer Architecture