Attribution for a long decision cycle.
The client is a US online marketplace where shoppers can lease electronics, furniture, appliances and other brand-name goods with weekly payments and a path to ownership. It serves customers who may not qualify for traditional credit and is a publicly listed company. Shoppers browse, get approved for a spending limit and then choose items to lease.
Buying on a lease-to-own basis takes time. Customers browse, compare, apply for approval, come back later and then complete a lease. That journey often stretches across several visits and devices.
Standard ecommerce tracking only sees a basket and a purchase. It missed the approval step and the gap between consideration and lease, so reporting did not reflect how customers converted.
Marketing needed to know which channels started journeys that ended in a lease, so budget went to the campaigns that produced real customers.
Measurement plan
We defined the events and conversions that matter across both the shop and the leasing flow. That included product views, approval started, approval granted, lease started and lease completed. Each event had documented parameters for product, category and approval status.
GA4 implementation
We set up GA4 event and conversion tracking across the ecommerce and leasing funnel. Key milestones were marked as conversions so the team could report on each stage, and ecommerce data was structured to match GA4 standards.
Tag Manager deployment
Everything was deployed through Google Tag Manager with a clean container structure, clear naming and version notes. A dataLayer specification was given to engineering so events fired from reliable page and application data.
Attribution modelling
We built attribution around the path from consideration to lease. It credits the channels that bring shoppers in early as well as those that close the lease, which fits a journey that spans several visits.
QA and reporting
Every tag and conversion was tested in debug mode and against backend records before reporting was built. Funnel reports then showed stage-by-stage movement and the channels behind completed leases.
- GA4 tracks the whole shopping and leasing funnel with purpose-built events.
- Attribution now reflects how customers move from consideration to lease.
- Reporting follows the real multi-stage journey.
- Marketing can see which channels start journeys that end in a lease.
- The approach drew on proven lease-to-own measurement work, adapted to this business.
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