How Evolve Saved £18k in Agency Fees by Fixing GA4 Attribution with Menza

Customer

Evolve Organic Beauty is a clean beauty brand with a growing e-commerce operation and multiple marketing channels driving online revenue.

The Challenge

Evolve did not have an in-house analytics team responsible for Google Analytics 4 setup and maintenance. Over time, attribution issues accumulated due to legacy configurations, platform migrations, and handoffs between external agencies and partners.

As a result, confidence in marketing performance data declined. The team could see top-line trends but lacked clarity on whether attribution issues were skewing results, and they did not have the specialist knowledge required to diagnose GA4 setup problems independently.

Evolve needed a way to identify and fix attribution issues without relying heavily on external analytics consultants.

How Evolve Used Menza

Menza continuously analyzed Evolve’s GA4 data alongside other ecommerce and marketing sources.

Through this analysis, Menza detected inconsistencies, gaps, and anomalies in GA4 reporting that indicated underlying setup issues. Rather than simply highlighting that data was wrong, Menza surfaced specific areas where attribution was breaking down and guided the team on what needed to be changed to restore accuracy.

This allowed Evolve to take corrective action with clarity and confidence, without needing deep GA4 expertise internally.

Impact

• Identified previously unknown GA4 setup and attribution issues
• Improved accuracy and reliability of marketing performance data
• Increased confidence in reported results across channels
• Reduced reliance on external analytics specialists and audits

Customer Quote

Menza spotted GA4 setup issues we didn’t know were there and told us what to change. — Beatrice Piazza, Head of Ecommerce