We implemented a solution based on Google Analytics 4 that enables near real-time detection of anomalies in e-shops – from payment gateway outages to incorrectly entered prices.

Thanks to this, the client reduced errors and operating costs and can now respond to issues within minutes instead of days.

Assignment

The client needed a system capable of detecting technical issues in their e-shop in real time. Large e-shops often face errors caused by payment gateway outages, page crashes, or pricing and invoicing mistakes from suppliers. These errors can result in products being sold at incorrect prices, withdrawn and returned items, or reduced completed orders – all leading to lost revenue and dissatisfied customers.

Our Solution

We deployed a solution based on Google Analytics 4 (GA4) that processes data with minimal delay. From GA4 data, we built a framework for anomaly detection that:

• identified relevant metrics and patterns of customer behavior,
• used multiple methods to detect both technical and business issues (e.g., pricing errors, payment gateway outages, unusual customer activity),
• automatically alerts e-shop administrators about emerging problems to minimize losses.

Result

Thanks to this solution, error rates and operational costs were significantly reduced. The e-shop can now react to problems within minutes instead of days, minimizing financial losses and customer dissatisfaction. The solution is particularly suitable for large e-shops with high order volumes, where even minor technical issues can lead to major losses.

Notino is the largest online beauty retailer in Europe, operating in 28 countries and serving 20 million customers.
https://www.notino.com