A large national aftermarket automotive distributor needed to understand how customers used their B2B ordering platform. Their invite-only portal offered extensive filtering and search capabilities, but users consistently struggled to locate inventory — a problem invisible without proper instrumentation.
We developed a detailed data layer specification extending well beyond standard GA4 Enhanced eCommerce scope. Dozens of custom dimensions and metrics were defined at both product and user levels. At the product level, inventory counts from local, regional, and national warehouses were appended to each interaction at the SKU level.
The implementation surfaced previously invisible demand signals — most notably, search queries returning zero results, ranked by frequency and updated in real-time via Looker dashboards. This gave the business its first clear view of products customers wanted but couldn’t purchase.