CASE STUDY
Correcting Cross-Property Tracking and Building Actionable Reporting for Z10
SEO and analytics support across a multi-business portfolio, including the correction of inaccurate cross-property data and customized performance reporting for TP Freight.
Client
Z10
Industry
Multi-Business Portfolio
Featured Reporting Engagement
TP Freight
Project Type
SEO, Analytics & Reporting Support
Focus Areas
SEO · GA4 · Looker Studio · Google Search Console · Cross-Property Data Integrity · Performance Interpretation
Overview
Z10 manages a portfolio of businesses with separate websites, audiences, and marketing priorities. Driftwood Digital initially provided SEO support across multiple properties, adapting the work as the organization’s priorities and active business needs changed.
During the engagement, analytics data from one business website was found to be flowing into another company’s reporting property. Correcting the cross-property tracking issue helped separate the data and restore a more accurate view of each website’s activity.
As the engagement narrowed, ongoing support focused on TP Freight. Driftwood built custom Looker Studio dashboards around the metrics the team considered most important and provided monthly reports that explained what the data showed, what it suggested about user behavior and search performance, and which next steps could support better visibility, engagement, and measurement.
The Challenge
Z10 managed multiple business websites, each with its own audience, services, and marketing needs. However, the organization did not have a consistent SEO and analytics foundation across the portfolio, making it difficult to evaluate performance accurately or determine where improvement efforts should be focused.
One of the most significant issues was that website activity from one business was being recorded within another company’s analytics property. This cross-property data made reporting unreliable and created uncertainty around which users, traffic sources, and actions belonged to each website.
The project focused on addressing several key issues:
- Analytics was connected, but duplicate URL paths and inaccurate data streams created inconsistent reporting and made it difficult to rely on the performance data.
- The existing website content provided a solid foundation but had not yet been strengthened through competitor research, targeted keywords and phrases, or clear alignment with user search intent.
- The site lacked top-of-funnel content designed to answer early-stage questions and reach prospective customers before they were ready to request a quote or contact the company.
- Z10 needed a clearer measurement and reporting structure to identify performance concerns, evaluate progress, and guide ongoing digital strategy.
The Approach
Driftwood Digital began with a portfolio-wide review to establish a clearer understanding of each website’s technical condition, search opportunities, competitive landscape, and content needs.
In-depth technical audits, keyword research, competitor analysis, and broader SEO reviews were completed across the business websites. The findings were then used to guide site improvements, including rewrites of existing pages, stronger service and product messaging, and the addition of blogs and other supporting content designed around user needs and search intent.
Analytics were reviewed alongside the SEO work. GA4 configurations were examined, cross-property data issues and other tracking problems were identified and corrected, and custom Looker Studio dashboards were created to give management a clearer view of the metrics most relevant to each business.
The approach included:
- Completing technical SEO audits across the portfolio
- Identifying and consolidating duplicate URL paths and canonical inconsistencies
- Conducting keyword, competitor, and search-intent research
- Rewriting and expanding website copy
- Adding blogs and other supporting content
- Reviewing and correcting GA4 tracking and data-flow issues
- Building custom Looker Studio dashboards around management’s reporting priorities
- Providing ongoing interpretation and recommendations based on the data
The Work Completed
The engagement combined portfolio-wide SEO research and implementation with analytics corrections and focused performance reporting for TP Freight.
Portfolio-Wide SEO Analysis and Implementation
In-depth technical audits, keyword research, competitor analysis, and SEO reviews were completed across Z10’s business websites. The findings were used to identify technical concerns, content gaps, search opportunities, and areas where website messaging did not fully align with user needs.
Existing page content was rewritten and expanded, while new blogs and supporting content were added to strengthen search relevance, clarify individual business offerings, and provide more useful information for prospective customers.
Technical cleanup also included identifying and consolidating duplicate URL paths, including page versions that differed only by a trailing slash. Creating a more consistent URL structure reduced duplicate page entries in reporting and helped ensure users and search engines were directed to the intended version of each page.
Analytics Review and Cross-Property Data Correction
GA4 configurations were examined across the portfolio to determine whether each business was collecting accurate, properly separated data.
During the review, Driftwood identified that activity from one business website was being recorded within another company’s analytics property. The data-stream configuration was corrected so website activity could be attributed more accurately and future reporting could provide a clearer picture of each business’s performance.
Custom Looker Studio Reporting for TP Freight
A custom Looker Studio dashboard was built around the website and search metrics TP Freight’s management team considered most important.
The dashboard brought together data from GA4 and Google Search Console to provide clearer visibility into:
- Website users and sessions
- Engagement and bounce-rate trends
- Page-level performance
- Traffic sources and attribution
- Organic search clicks, impressions, click-through rate, and average position
- Tracked user actions and conversion activity
Performance Analysis and Measurement Recommendations
Reporting went beyond presenting dashboard metrics. Page-level engagement, bounce-rate patterns, traffic attribution, search visibility, and user actions were reviewed to distinguish genuine performance concerns from expected behavior.
For example, analysis of the shipment-tracking page helped separate a potential engagement problem from normal behavior on a page designed primarily to direct visitors to an external tracking platform.
Additional recommendations included:
- Creating separate outbound-click tracking for shipment-tracking options
- Applying consistent UTM standards to external marketing links
- Improving traffic-source attribution
- Monitoring URL and canonical consistency following duplicate-path cleanup
- Identifying where stronger calls to action or clearer conversion paths could help users move forward
Monthly Reporting and Strategic Direction
Monthly reports translated the data into plain-language findings, explaining what had changed, what the patterns suggested about user behavior and search performance, and which next steps were most relevant.
This helped management move beyond simply reviewing metrics and toward understanding where attention, optimization, or additional measurement could produce the greatest value.
The Result
Z10 gained a more accurate and useful foundation for measuring performance across its business portfolio.
Correcting the cross-property analytics issue helped separate website activity that had previously been attributed to the wrong business, giving management greater confidence in the data used for reporting and decision-making.
The portfolio-wide SEO work also provided each website with a clearer strategic direction. Technical findings, keyword and competitor research, revised page copy, and new supporting content helped strengthen search relevance and better align the websites with what prospective customers were looking for.
Six Months of Measurable Growth for TP Freight
Between January and June 2026, TP Freight experienced substantial growth in website traffic and organic search visibility. During the same period, Driftwood continued improving the site’s technical and measurement foundations, including consolidating duplicate URL versions and monitoring performance through Google Analytics and Google Search Console.
Total Users
January: 1,214
June: 2,004
65% increase
Website Sessions
January: 1,956
June: 3,555
82% increase
Organic Search Clicks
January: 652
June: 1,370
110% increase
Search Impressions
January: 9,186
June: 13,893
51% increase
| Metric | January 2026 | June 2026 |
|---|---|---|
| Search CTR | 7.10% | 9.86% |
| Average Position | 17.99 | 13.72 |
| Engagement Rate | 78.07% | 78.65% |
Search visibility and click-through performance improved while website engagement remained strong as traffic increased. Avergage position improved by 4.27 positions.
Comparison period: January 1–31, 2026, and June 1–30, 2026. Website performance data was measured through Google Analytics, with organic search data provided by Google Search Console.
For TP Freight, the custom Looker Studio dashboard brought important website and search data into a single, more accessible view.
Monthly analysis added context to the numbers, helping management better understand:
- How visitors were finding the website
- Which pages and content attracted interest
- Where users disengaged or moved to external tools
- Which search queries supported visibility
- Where tracking, content, or conversion paths needed improvement
The engagement replaced fragmented and sometimes unreliable reporting with a clearer system for understanding user behavior, evaluating marketing performance, and identifying practical next steps.
Z10 was left with stronger SEO and measurement foundations that could continue supporting future content, optimization, and business decisions as priorities evolved.
Client Feedback
The key reporting information that Driftwood Digital delivers gives us clear insights into website traffic, lead generation, customer engagement, and marketing performance. Instead of guessing what’s working, we now have real data that helps us make informed business decisions and focus our efforts where they generate the best results.
Daniel, Project Manager, Z10 Group
Related Services
This project included support across several areas of Driftwood Digital’s analytics and strategy work, including:
- Technical SEO Audits
- Keyword and Competitor Research
- Website Copy and Content Development
- Google Analytics Review and Configuration
- Cross-Property Tracking Correction
- Conversion and Event Tracking
- URL Consolidation and Canonical Cleanup
- Custom Looker Studio Dashboards
- Google Search Console Reporting
- Monthly Performance Analysis and Recommendations
Need reporting that answers real business questions?
Driftwood Digital helps businesses correct tracking issues, build more useful analytics and reporting systems, understand what their data is showing, and connect those insights with practical SEO and marketing decisions.