RYBKO / ANALYTICS

Analytics e-commerce Rybko.pl

Analytics for e-commerce

Rybko.pl analytics connects WooCommerce e-commerce measurement with separate tracking of contact and forms. GTM uses dataLayer data and routes relevant signals to GA4, Google Ads and Microsoft Clarity.

Performance and visibility

Client: ZPR Mieszko
Market: Poland

00 / Starting situation

Rybko is a brand of Mieszko Fish Processing Plant in Darłowo. The producer is developing its own online sales channel alongside retail-chain cooperation and foodservice sales. Measurement needed to distinguish purchase actions from contact and forms rather than reduce them to one conversion type.

01 / SCOPE

A store needs more than a purchase counter

We built Rybko.pl's measurement model in Google Tag Manager using WooCommerce data passed to the dataLayer. The configuration connected Google Analytics 4, Google Ads and Microsoft Clarity.

The scope covered three distinct groups of user actions: purchase behavior, direct contact and forms. Each has a different business meaning, so they were not reduced to one generic conversion signal.

02 / MAIN CHALLENGE

Clients' behaviour is more important than purchases themselves

Rybko is developing the producer's own online store, but the website does not end at checkout. A user may buy a product, move to direct contact or use a form. Counting all of these actions simply as “conversions” does not show what actually happened on the website.

Measurement needed to preserve the distinction between the purchase path and contact actions while operating within one GTM environment and passing the right information to different tools.

03 / Process

Three signals, three different meanings

Purchase

E-commerce data comes from WooCommerce and is passed to the dataLayer. This allows purchase behavior to be described as product and order actions rather than only as successive page views.

Contact

Moving to direct contact is a separate signal of interest. It is treated neither as a purchase nor as a submitted form.

Forms

Form interactions have their own measurement layer. This separates actions leading to an enquiry from behavior typical of the store.

04 / EXPERTISE

Using the dataLayer instead of guessing from URLs

We based the e-commerce layer on data passed from WooCommerce to the dataLayer. GTM uses it as contextual input for purchase events, so measurement does not have to reconstruct the order journey solely from visited URLs.

Within the same container, we separated purchase, contact and form actions. Relevant signals are then passed to GA4, Google Ads and Microsoft Clarity according to the role of each tool.

This architecture preserves the difference between interest in the offer, moving to contact and acting within the purchase path. That matters especially for a producer's website that is neither only a catalogue nor only a store.

REBRANDY / ANALYTICS

Does your store sell and collect enquiries?

We design measurement so purchase, contact and forms do not end up in the same bucket. Data should show different user intents and preserve their meaning in reporting.

Talk about analytics

06 / RESULT

Each action keeps its own context

Rybko received an analytics configuration that combines e-commerce data with contact and form measurement in one GTM model.

Instead of one aggregated “conversion” signal, the setup provides separate information on whether a user moved through the purchase path, chose direct contact or used a form. This creates a foundation for further analysis of behavior in the producer's own sales channel.

See each service as a separate decision and outcome.

ZPR Mieszko

SEO e-commerce Rybko

We are building SEO for rybko.pl from the ground up, developing a direct online sales channel for Zakład Przetwórstwa Ryb Mieszko. The producer, already present in major retail chains, also needed to reach people looking for specific fish and seafood who were not yet familiar with its store.

Performance and visibility

Scope of work

Performance and visibility

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Google Ads for e-commerce Rybko

For Rybko, a brand of fish processor Zakład Przetwórstwa Ryb Mieszko, we managed a Google Shopping product advertising campaign (PLA) from launch. The producer was developing its own online store alongside its work with retail chains. The ads were intended to bring its offer into the process of choosing fish and seafood and direct people to the producer’s store.

Performance and visibility