“This was a foundational piece of work. Central Park Conservancy now has a clear, accurate view of what’s happening across their visitor and ecommerce funnel. That unlocks better decisions to support the park.”
Central Park Conservancy is the nonprofit organisation responsible for the day-to-day care of Central Park in New York City. Its ecommerce store, shop.centralparknyc.org, plays a key role in fundraising, offering merchandise and gifts that support the park’s ongoing stewardship.
The store was in the process of being moved from Adobe Commerce to Shopify, with previous reporting being done through Adobe Analytics. This meant that the Conservancy’s marketing and ecommerce teams lacked detailed visibility into user behaviour, conversion flows, and campaign performance. Their analytics setup couldn’t fully support data-driven decisions across ecommerce, fundraising, and digital marketing channels.
The ask: a seamless and robust integration between Shopify and Adobe Analytics to track key ecommerce metrics, support better reporting, and align measurement across the organisation.
The requirements were to deliver a tagging plan for their new website, implement the tracking through Adobe Analytics and deliver a dashboard that will provide relevant views and data for decision making.
Working together with data analysts from our sister agency, Brandwidth, we delivered a fully validated Adobe Analytics integration across their Shopify store.
Key features and deliverables included:
2024
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