I was unable to get access to GA & GTM accounts due to legal so had a Zoom call to dissect it. OMG for a global e-com brand their GA & GTM was horrendously shocking. I would not want to be the person trying to use the data to provide the business to make insights from. So bad

When I saw there were multiple views for one market. There could be a valid reason but there’s no one global view for all market data and no raw view at all. In the market views there were inconsistencies in how it was setup what data was in each view. It was a so bad

Then you look at the GTM setup this is where it gets interesting. No tags are paused, looking at key platform tags each of the conversions have different triggers then you dissect the triggers they are all setup differently. It’s a total mess