How Wickey Built a Unified Analytics Foundation and Experimentation Setup with Amplitude

1. Unified Analytics Infrastructure in Amplitude

Rebuilt Wickey’s tracking foundation by shifting from mixed GA4 data to fully native Amplitude events for consistency and accuracy.

2. Funnel & KPI Framework Across the Full E-commerce Journey

Mapped discovery-to-purchase funnels and defined success metrics that align product, CRO, and marketing teams around shared goals.

3. Clean, Validated Event Schema for Reliable Insights

Developed and validated a complete event taxonomy, ensuring data accuracy and eliminating duplicates from the previous GA4 integration.

4. Experimentation-Ready Setup With Amplitude Experiment

Equipped Wickey’s team with a structured experimentation workflow and training, enabling them to run A/B tests confidently.

5. Actionable Dashboards for Faster, Insight-Driven Decisions

Designed clear dashboards that surface key behaviors, drop-offs, and opportunities for improving checkout and overall conversion performance.

‍

Before engaging with us, Wickey had a partial tracking setup where GA4 events were being sent into Amplitude, leading to inconsistent data and limited visibility into user behavior.
They faced several challenges:

• Disconnected data sources leading to duplicate or inaccurate events.
• No clearly defined funnels or KPIs to measure performance across their e-commerce journey.
• Lack of structure to support A/B testing and experimentation in Amplitude.

Wickey needed a clean, unified tracking setup that would empower their marketing and product teams to make data-driven decisions confidently.

Our engagement with Wickey focused on end-to-end implementation and preparation for advanced analytics and experimentation.

1. KPI Definition & Funnel Mapping – Collaborated with the Wickey team to define key success metrics and map the user journey across their site, from product discovery to purchase completion.
2. Amplitude Tracking Plan – Created a comprehensive tracking plan tailored to Wickey’s business goals, including detailed event definitions and properties.
3. Implementation Guidance – Guided Wickey’s development team through proper event implementation and ensured alignment between front-end tracking and business logic.
4. Event Validation – Conducted thorough validation to confirm that Amplitude events were flowing correctly and that GA4 data was decoupled, ensuring clean and consistent data.
5. Dashboard & Analysis Preparation – Designed initial dashboards to support KPI monitoring and help Wickey identify actionable insights from day one.
6. Experimentation Enablement – Hosted a dedicated session with our A/B testing specialist to help Wickey’s team set up and understand Amplitude Experiment, enabling them to run controlled experiments confidently.

While Wickey’s experimentation phase is ongoing, the implementation has already delivered key structural and operational improvements:

• Unified & Reliable Data – All key events now tracked natively in Amplitude, ensuring consistency and accuracy.
• Actionable Funnel Visibility – Clear view of user behavior across key conversion points.
• Experimentation Readiness – Marketing and product teams equipped to run A/B tests and measure results through Amplitude.
• Faster Insights – Dashboards built to surface KPIs and support decision-making across teams.