The challenge
Are you getting what you need from Google Analytics since the switch to GA4? That was the challenge facing the team at IoIC when Layercake started working with them. They needed to understand how their content was performing and where members were dropping off — but without the right tracking in GA4, the insight wasn’t there.
What we did
Layercake’s consultant Tom Fox worked side by side with the IoIC team to get them up and running in GA4 — from setting up event tracking and link tagging, to documenting the process and training the team as he went. The goal wasn’t just to deliver a working setup; it was to help IoIC build its own confidence and skills, so the team could keep learning and iterating long after the project ended.
Results
IoIC can now see how its content is performing and where members drop off — the acquisition-funnel and content-impact visibility that had been missing since the GA4 switch, owned and run by the IoIC team itself rather than handed back to an agency each time a question comes up.
What is next
For membership bodies like IoIC, tracking the right metrics is essential — and it’s a gap many other associations share since the same platform change. IoIC continues to extend its own tracking as new questions come up, with Layercake on hand where a heavier lift is needed.