How Xerago TrueMeasure Traced $150K in Wasted Spend to a Signal That Was Captured but Never Used
A Valuable Signal No One Acted On
A leading telco was capturing out-of-stock status across its product catalogue. The tag fired every time an item went out of stock. But that signal never reached Adobe Analytics. So while the data existed, it was invisible to the teams running campaigns and cart completion offers kept going out for products customers couldn't buy.
A Valuable Signal No One Acted On
A leading telco was capturing out-of-stock status across its product catalogue. The tag fired every time an item went out of stock. But that signal never reached Adobe Analytics. So while the data existed, it was invisible to the teams running campaigns and cart completion offers kept going out for products customers couldn't buy.
A Valuable Signal No One Acted On
A leading telco was capturing out-of-stock status across its product catalogue. The tag fired every time an item went out of stock. But that signal never reached Adobe Analytics. So while the data existed, it was invisible to the teams running campaigns and cart completion offers kept going out for products customers couldn't buy.
Key Highlights:
- Surfaced an out-of-stock signal that was being captured in Tealium but never flowing into Adobe Analytics
- Connected the missing signal to $150K in campaign spend targeting products customers couldn't purchase
- Unlocked existing data to give campaign teams visibility they didn't know they were missing
- Established continuous monitoring to ensure captured signals are always available where decisions are made
Challenge
The telco wasn't missing data. It was missing the connection between data that existed and the teams who needed it.
- Out-of-stock status was being captured accurately across the product catalogue every time an item became unavailable
- But that signal never made it into Adobe Analytics, leaving campaign teams with no visibility into which products customers couldn't buy
- Cart completion campaigns kept running against out-of-stock items, sending offers for products that couldn't be fulfilled
- $150K in campaign spend was being directed at conversions that were structurally impossible
- Understand why cart completion campaigns were generating zero returns on certain product lines
- Determine whether the issue was audience, creative, or product availability
- Connect stock status data to campaign decision-making in real time
Solution
Xerago TrueMeasure audited the telco's full tag implementation and identified the break in the signal chain, working seamlessly within the existing Tealium and Adobe Analytics environment, with no changes to live systems.
Surfacing the Gap in the Signal Chain
TrueMeasure mapped every data signal being captured in Tealium against what was actually flowing into Adobe Analytics. The out-of-stock status tag was firing correctly but the signal was never being passed through to analytics, leaving it dormant and unused.
Connecting the Dormant Signal to Campaign Waste
With the unutilized signal identified, TrueMeasure pulled campaign performance data from Adobe Analytics to calculate the impact. Cart completion campaigns had been running against out-of-stock products with $150K in spend allocated to conversions that were never possible.
Activating the Signal and Fixing the Flow.
The duplicate firing condition was resolved directly through GTM. No campaigns were paused. No tracking was taken offline. From the next submission onwards, every conversion registered once, and Adobe Analytics finally reflected what was actually happening.
Keeping Every Signal Connected
Xerago TrueMeasure established continuous monitoring across the Tealium implementation, ensuring that future tags, signals, or data points would be validated end-to-end before campaigns were built on top of them.
The Outcome
With the out-of-stock signal now flowing into Adobe Analytics in real time, the telco's campaign teams had what they needed; accurate product availability data informing every campaign decision before spend was committed.
Key benefits included:
Unutilized data doesn't look like a problem because the tag is firing and nothing appears broken. Xerago TrueMeasure goes beyond tag presence to verify that every captured signal is actually reaching the people and systems that need it.
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