Pet Circle
We helped Pet Circle turn fragmented tracking into a high-precision data engine — improving Meta performance, reliability, and conversions.
About the Brand:
Pet Circle is one of Australia’s leading online pet retailers, offering everything from premium food and medication to toys and accessories — backed by vet advice, a price-beat guarantee, and exceptional customer support.
The Challenge
Pet Circle’s Meta Pixel setup was missing most of its Advanced Matching parameters, capturing only 1 out of 9 critical user identifiers. This caused low Event Match Quality (EMQ) scores (average 4.7/10), failed event deduplication, and unreliable data from inconsistent Single Page Application (SPA) timing.
Our Solution
We engineered a privacy-first event tracking system in Google Tag Manager (GTM) to capture and transmit all essential user data with full accuracy and compliance.
9 Universal GTM Variables — Custom JavaScript variables were built for each key user parameter (email, phone, name, address, etc.).
Priority-Based Extraction — Smart logic ensured every variable could dynamically retrieve data from multiple sources (checkout, profile, form inputs) in order of reliability.
On-the-Fly Hashing — All PII was SHA256 hashed inside GTM before transmission for privacy compliance.
Managed Triggers for SPA — Timing conflicts were solved by adjusting the GA4 Config trigger to fire post–
customer_identifieddataLayer push, ensuring complete, deduplicated user capture.
The Results
Event Match Quality improved from 4.7 → 9.2
Purchase conversions increased by 23%
Clean, deduplicated data pipeline — powering more accurate audience targeting and performance optimisation
