Fixing the measurement behind a fast-scaling oral care brand.

Clinically proven oral care, sold worldwide.

Spotlight Oral Care is a leading oral health brand, built on clinically proven products and sold to customers around the world.

With significant monthly paid media spend across Google and Meta, the brand wanted to get more out of every channel - by improving data collection, attribution, and the quality of its campaign insight.

Spend was scaling. The data underneath was not keeping up.

Spotlight Oral Care needed a robust web analytics setup - one that addressed data-collection issues, ensured accurate tracking, and resolved the attribution problems clouding the picture.

With a focus on improving paid media efficiency and scaling growth, the brief was to build a comprehensive tracking framework that genuinely aligned with the brand’s marketing objectives.

Three phases, from the plumbing up.

We rebuilt the measurement in deliberate stages:

• Phase 1 - centralise and comply. Replaced on-site tracking scripts with Google Tag Manager to centralise data collection, and fixed Consent Mode issues on the UK and Ireland sites for clean GDPR compliance.
• Phase 2 - ecommerce tracking, done right. Implemented custom events in Shopify to capture the full ecommerce funnel - product views, adds to cart, purchases - and replaced legacy scripts with event-based GTM tracking, debugged and tested.
• Phase 3 - attribution and server-side. Resolved attribution breakage caused by the language selector with persistent tracking, and configured server-side tracking through GTM server containers for the EU and UK sites.

The measurement framework.

The framework was built to be reliable, compliant, and resilient to cookie loss.

Measurement the leadership team can act on.

The rebuild delivered for Spotlight: misattributed traffic down 40%, a quarter of previously lost conversions recovered through Consent Mode v2 and conversion modelling, attribution accuracy up 35%, and paid media ROI up 28% across Google and Meta.

With accurate, actionable data, the leadership team could make more informed decisions, align marketing with commercial goals, and scale growth with confidence.