Phase 1: An active e-commerce, but flying blind
Angelini Arredamenti is a furniture store based in Fasano, Puglia, with a PrestaShop e-commerce that had been live for a few years but never properly optimized. Traffic was entirely organic — no Google Shopping presence, no reliable e-commerce event tracking.
The main challenge wasn't the product: the range was solid, the brand had local credibility. The problem was digital visibility and the inability to make data-driven decisions. GA4 was installed but configured roughly: no custom events, no funnels tracked, no distinction between quality traffic and bounce traffic.
The project was born within Studio Polvo, with the goal of transforming the site from a digital showcase into a real acquisition channel.
Phase 2: Foundations before campaigns
I handled the technical side of the project, working in parallel with Virginia Mastronuzzi, who took care of brand strategy, social content and blog strategy. The technical activities I managed:
- Full GA4 implementation with custom events for product views, add to cart, checkout, and conversions (WhatsApp and contact form)
- Google Tag Manager setup with PrestaShop dataLayer: complete data flow debugging and configuration of all relevant triggers
- Google Merchant Center setup and Google Shopping launch via optimized product feed — channel started from zero in March 2025
- Setup and implementation of the Meta Pixel with custom events
- Product page optimization: URL structure, loading speed, structured data (Schema.org) for rich search snippets
- Abandoned Cart module creation and configuration for automatic recovery of abandoned carts via email
Phase 3: The numbers after 9 months
Results were measured between March and December 2025, compared to the equivalent period in the previous year. The period does not include Google Ads spend on brand or display campaigns.
| Metric | Value | Detail |
|---|---|---|
| Total users | +90.6% | from 10,386 to 19,796 in 9 months |
| Total sessions | +61.7% | consistent month-over-month growth |
| Google Shopping | 6,432 clicks | channel started from zero in March 2025 |
| Organic traffic | +35.3% | 11,737 users from organic search |
| Social traffic | +95% | significant growth on social channel |
| Product views | 27,062 | recorded by GA4 post-setup |
| Recovered carts | 75 | via abandoned cart module (from zero) |
These results are the product of coordinated work between the technical side (my responsibility) and the social and blog strategy carried out by Virginia Mastronuzzi. E-commerce event data was recorded correctly only after the setup was completed. Prior data was partial due to previous tracking limitations.
The results: The groundwork is the most impactful part
This project confirms something I see often: an e-commerce doesn't grow just by increasing the ad budget. It grows when data is reliable, when products are findable on Google Shopping, and when product pages are built to convince — not just to list.
The technical work — correct tracking, optimized product feed, SEO of product pages — is often more impactful than any campaign. It's the invisible work that makes everything else possible. And it's rarely done well.
The results weren't the outcome of a single isolated activity, but of coordinated work. The technical foundation I built — correct tracking, product feed, page optimization — made it possible to measure and amplify the social strategy and blog content work done by Virginia Mastronuzzi.
Without reliable data, editorial and social activities remain hard to evaluate. Without content and strategy, technical traffic remains sterile.
It's in this balance that the project worked: solid foundations and consistent content, working as a single team within Studio Polvo.