How Hamilton Beach Achieved 99% Data Accuracy Across GA4, Meta, and Google Ads Tracking
Before partnering with PenPath, Hamilton Beach, a global leader in small kitchen appliances, was running paid media across five brands: Hamilton Beach, Proctor Silex, Wolf Gourmet, Clorox Home Appliances, and Weston with no single source of truth. Their tracking was inconsistent. The data was unreliable and reports didn’t match the revenue.
PenPath rebuilt their data foundation, unified all e-commerce and paid media reporting, and restored trust in analytics. Hamilton Beach reached 99% data accuracy across every brand, which later helped contribute to a +661% lift in ROAS once their team began optimizing with clean, trusted data.
The Challenge
In short, they needed reporting they could trust. Their ModX setup couldn’t provide accurate e-commerce analytics, and the team had no visibility into what was actually driving revenue.
- GA4, Meta, Google Ads, and Amazon reporting didn’t match. Without clear segmentation between Amazon-driven traffic and DTC performance, the team couldn’t pinpoint ROAS or understand where sales were really coming from.
- Leadership struggled to make confident decisions about budgets, creative performance, and channel prioritization.
- Meetings were spent fixing data instead of finding opportunities to scale.
- The issue wasn’t effort, it was a lack of visibility, consistency, and confidence in analytics
- Without accurate cross-channel visibility (Google, Meta, Amazon, email, affiliates), the team was flying blind.
PenPath gave them the clarity ModX lacked and then bridged that same accuracy into BigCommerce after their migration.
What Was Blocking Growth
INACCURATE TRACKING
ModX simply couldn’t provide the level of accuracy Hamilton Beach needed. GA4, Meta, Google Ads, and backend order data all showed different numbers, and core revenue fields weren’t tracked consistently. PenPath rebuilt the entire analytics setup to deliver accurate reporting, then bridged that same level of visibility into BigCommerce after the migration.
SILOED SYSTEMS
The leadership team needed one clear report showing how all Hamilton Beach brands were performing together. But with some brands on BigCommerce and others still running on ModX, analytics were completely isolated. There was no shared full-funnel or omnichannel reporting across the e-commerce brands.
BROKEN ATTRIBUTION
UTM inconsistencies and missing source data created gaps in dynamic attribution modeling, limiting confidence in campaign performance.
TRACKING CONVERSIONS
Cookie configuration issues left them exposed to fines while not accurately counting purchases.
PRIVACY IMPACTS
Cookie consent, GDPR, and policy changes broke attribution. Missing configurations in Privacy and Compliance tools (like Consent Mode, GDPR compliance, and cookie policy optimization) caused major data loss.
TEAM OVERLOAD
Without automation, marketing managers were stuck in spreadsheets instead of strategy, missing the benefits of marketing automation.
”I'm so happy with how quickly PenPath helped turn things around. Not only did they perform, but their data-first approach gave us the confidence and clarity we needed. They're like partners and truly an extension of my team.
Sunny TreadwayMarketing Manager, Rent One Home Furnishings
The Solution: Proven Growth System
PenPath used its data-led growth system to clarity, compliance, and scale.
Step 1: Rebuild the Analytics Stack
PenPath repaired the analytics stack from the ground up.
- Re-engineered GA4, GTM, and ModX integrations for complete transaction visibility and clean data flow.
- Standardized all campaign tracking using PenPath’s UTM Cheat Sheet, improving attribution accuracy across Google, Meta, Pinterest, and Amazon.
- Built data reconciliation dashboards to ensure audit-level accuracy.
- Connected Shopify and BigCommerce ecosystems for analytics for multi-store Shopify/BigCommerce brands.
- Integrated Klaviyo, Meta Ads, Google Ads, Pinterest, and Amazon for unified campaign reporting.
- Centralized all data in a scalable data warehouse, enabling live cross-channel visibility and real-time insights.
Result: 99% verified data accuracy across all brands.
Step 2: Centralizing Reporting
With accurate data in place, PenPath centralized reporting.
- Launched unified e-commerce and paid media dashboards with full-funnel and omnichannel reporting.
- Combined paid, organic, and email performance for a single source of truth.
- Built an Email Performance Dashboard integrating Klaviyo + GA4 attribution data.
- Automated weekly executive reports and marketing summaries through marketing automation workflows.
Result: Complete cross-brand visibility, no more silos.
Step 3: Empower and Scale
Once visibility was achieved, PenPath focused on enablement and sustainable growth.
- Activated Consent Mode and enhanced GDPR compliance to ensure privacy-safe, accurate tracking.
- Implemented UTM governance and standardized campaign naming for clean attribution.
- Trained marketing and analytics teams via PenPath’s Profit Acceleration Program (PAP) to read and act on data insights.
- Introduced media mix optimization frameworks to rebalance ad spend based on verified ROI.
- Established continuous QA processes to ensure data reliability and dynamic attribution modeling precision.
Result: Teams shifted from reporting to optimizing and began making faster, data-backed decisions.
The Results: Measurable Clarity and Control
PenPath’s system didn’t just fix data; it gave Hamilton Beach complete confidence in their marketing performance. With reliable data and dynamic attribution modeling, Hamilton Beach reallocated media spend with confidence, fueling product launches and expanding into new retail markets.
| KPI | Before | After | Delta |
|---|---|---|---|
| Data Accuracy | 60–70% of sales tracked | 99% verified across five brands | +41% Improvement |
| Paid Media ROAS | 0.02x (Q4 2022) | 0.67x avg across brands | +661% Lift YoY |
| Cross-Brand Reporting | Fragmented | Unified, automated dashboards | Fully Consolidated |
| Reporting Time | Manual, multi-hour process | Automated reports | 80% Faster |
Why It Worked
Data as the Foundation for Growth
By fixing tracking at the source, every optimization and spend decision was based on truth, not estimates.
By fixing tracking at the source, every optimization and spend decision was based on truth, not estimates.
Strategy + Execution
Analytics, marketing, and IT aligned under one integrated roadmap.
Technical Depth + Business Understanding
PenPath combined data engineering, privacy and compliance, and marketing strategy into one cohesive system that scaled with the business.
Relentless Optimization
Constant validation and dynamic attribution modeling ensured dashboards became more accurate and actionable over time.
Partnership Over Vendor
PenPath worked as an embedded partner, helping Hamilton Beach’s teams adopt marketing automation and media mix optimization practices for long-term success.
What’s Next for Hamilton Beach
Hamilton Beach is leveraging its new data infrastructure to expand globally and launch new connected appliances with confidence.
With cross-channel visibility (Google, Meta, Amazon, email, affiliates) and media mix optimization, every marketing dollar now drives measurable growth.
Their success serves as a blueprint for multi-store Shopify/BigCommerce brands pursuing privacy-compliant, data-led growth through dynamic attribution modeling and marketing automation.
With data accuracy at its core, Hamilton Beach continues scaling smarter and faster across all markets.
If you'd like to get similar results, get in touch with PenPath today.
3X More
ROAS Lift
27% Savings
in Paid Media Spending
Data Clarity
So you can feel empowered and be in control
Peace of Mind
A partner that’s with you every step of the way
Leading Brands Trust PenPath With Their Data-Driven Growth
