Analytics & Data Pipeline Engineering

GE: Unified analytics pipeline across 5 business units

General Electric needed a single source of truth for digital performance across appliances, lighting, and industrial product lines. Fortify Commerce engineered a server-side analytics pipeline that consolidated GA4, Adobe, and warehouse event streams into one governance-friendly model.

Industry: Industrial / EnterpriseScope: Analytics & Data Pipeline Engineering
100%
Reporting parity across BUs
−42%
CPA after CAPI rebuild
5→1
Pipelines consolidated
Challenge

The problem

Five business units, three CDPs, fragmented GA4 properties, and no shared definition of 'qualified session.' Marketing reporting drifted from finance reporting by 18–32% month over month, blocking attribution and paid-media decisions.

Stack
GA4BigQuerydbtSnowplowServer-side GTMMeta CAPILooker
Approach

What we shipped

  • +Designed a vendor-neutral event schema (server-side GTM + Snowplow) shipped to BigQuery with deterministic user stitching
  • +Built ELT models in dbt with documented metric definitions reviewed jointly by marketing and finance
  • +Rebuilt GA4 properties with consistent event taxonomy, custom dimensions, and consent-mode v2
  • +Wired Meta CAPI, LinkedIn CAPI, and Google Enhanced Conversions off the same first-party stream
  • +Delivered Looker dashboards with row-level access for each business unit and an executive rollup
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