The client didn't have any CMS, just a self-written system. There was also integration with an external ticketing service. But due to incorrectly configured integration with Google Analytics, the data was not collected properly, and some pages on the website were not indexed.
We started to work on terms of reference that would take into account all the nuances of the settings and the problems already present on the website. Further, in the terms of reference, we wrote a data transfer using Measurement Protocol along with the Client ID and other parameters on ticket purchases (ticket price, travel direction, etc.). We also spelled out in the parameters the sources that are transmitted to Google Analytics.
Once the programmers had finished and implemented the terms of reference, we collected the amount of data we needed and chose the most appropriate attribution model for YVR Skylynx - the linear model. We have built customised reporting for the client, based on which they were able to make decisions.