In a short time, Cash Converters had grown rapidly by multiplying the available data from its analytics tool. However, our client had the feeling that his data was not reliable.
With its online platform and physical stores, Cash Converters is disrupting the second-hand market. Its business model is unique, on the one hand, it looks for individuals who want to sell their products and on the other hand for buyers. With the same online platform – where each item is unique – our client is targeting different types of audiences, the buyers and the sellers.
Cash Converters had not only grown rapidly in a short time but had also added new lines of business. In this business expansion, our client noticed that a suspiciously high percentage of traffic was being attributed to a particular source in their analytics tool. They immediately knew they were facing an attribution problem.
What was going on with their data and where was the key to resolving the issue?
In Semmántica we knew clearly what to do. We had to simplify, work all under the same umbrella and give our client the power over their data back. The digital analytics audit revealed that it was time to restructure its Google Analytics and adapt it to the new scale of business.
Cash Converters works with an extensive line of partners that promote their website, so being able to correctly tag traffic sources is crucial to the smooth running of its business.
Juan Carlos Peña
eCommerce Director Cash Converters
Semmántica has become our digital analytics partner, allowing us to have a more holistic view of the online business
They now have a structured and properly tagged measuring in Google Analytics, Google Tag Manager and Google Ads. They can attribute every action on the web and know perfectly its origin and trajectory with dozens of pixels that have been implemented. Most importantly, they can rely on the veracity of their data to make business decisions.
What started with an audit continued with multiple technical implementations not only for the detected issues but also to get a deeper measurement. We continue with the next phase of reporting and data analysis to squeeze out all the available information.
During 2023, we migrated all their websites to Google Analytics 4, including advanced measurement of enhanced e-commerce. The next challenge is an ambitious CRO project that will optimize navigation flows and take Cash Converters to the next level.
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