How Centrum Air restored revenue accuracy in GA4 for multi-currency sales

Service: GA4 eCommerce Tracking

Niche: Travel & Tourism

Region: Uzbekistan

Mariia Morozova

Senior Global Client Partner, GMP & Google Ads

The client

Centrum Air — Uzbekistan’s leading private airline, operating a modern fleet of 15 aircraft to 40+ global destinations.

The challenge

Centrum Air is actively scaling international sales and developing a digital ecosystem for customers across different markets. At this stage, it was important for the company to strengthen e-commerce analytics in GA4 and establish a unified data transmission standard for all purchases — with accurate currency, order value, and unique transaction_id. The goal of the project was to improve revenue measurement accuracy, simplify order reconciliation with the CMS, and create a more reliable foundation for further optimization of marketing investments.

The decision

Together with the Centrum Air team, the e-commerce data transmission architecture was enhanced. An extended dataLayer specification was implemented, enabling systematic passing of key purchase parameters: transaction currency, order value, and transaction_id. Following the implementation on the client side, GTM was updated to correctly read and forward this data to Google Analytics 4.

The results

Centrum Air gained scalable e-commerce analytics in GA4: revenue is now reported in the correct currency, and purchases are transmitted with a transaction_id, ensuring 100% order reconciliation accuracy with the CMS and more reliable evaluation of traffic channel performance.

100%

of purchase revenue now reported in correct currency

100%

of purchase events now include transaction_id

100%

of purchase revenue now reported in correct currency

100%

of purchase events now include transaction_id

Tatiana Larina

Digital Marketing

In e-commerce analytics, it is critical for us to see correct revenue, transaction currency, and a unique transaction_id for every purchase. Following the updates, GA4 has become a more reliable foundation for reconciling orders, analyzing channels, and making marketing decisions.