Honda Racing
Ecommerce analytics and reporting for the Honda Racing store
Shop.honda.racing was running on partial data. A complete GA4, GTM, dataLayer and Looker Studio system now gives Honda Racing a validated view of what drives sales, run by its own team.
Data & AnalyticsMarketing Strategy
IndustryMotorsport
Timeline4 months, then ongoing · 2025
The Challenge
Partial data, and no clear view of what was driving sales.
Honda Racing runs on a custom ecommerce platform, so the plug-and-play analytics most stores rely on do not fit. Its GA4 setup showed only part of the picture, missing the event depth, the attribution and the commercial context needed to see what was driving revenue, which channels and placements were working, and where sales were being lost. Tracking was fragmented, there was no one set of numbers everyone trusted, and decisions across sales, merchandising, design and marketing were being made without the data to back them.
The Outcome
Every order, channel and placement, measured and trusted.
Shop.honda.racing went from partial visibility to a full, validated view of its commercial performance: what sells, which channels and placements drive it, and where it loses sales. The dashboards drive decisions across sales, merchandising, design and marketing from one common set of numbers, and Honda's team runs the reporting itself, day to day, without waiting on anyone. The foundation is built to scale as the store adds countries, currencies and channels.
The Results
From partial data to a view Honda can trust.
Shop.honda.racing went from fragmented tracking to a complete, validated measurement system: every ecommerce event, every channel and placement, in dashboards the team runs itself.
The Solution
We built the measurement system from the data up.
We built a complete measurement foundation for the store. Because it is a custom platform, every event had to be defined and wired by hand rather than pulled from a plugin. We started with the dataLayer and a validated GTM container, then a GA4 property configured with every ecommerce event and the dimensions to slice them by channel, campaign and placement. On top of that, a suite of Looker Studio dashboards and automated weekly KPI emails, so the numbers reach the team without anyone pulling a report by hand. We set the naming conventions, UTM governance and QA that keep the data clean as the store grows into new countries and currencies, and documented the lot so Honda's own team can run reporting day to day.