Rent-A-Center GA4 Data Layer for Customized Rental Checkout

A custom GA360/GA4 data layer that made a non-standard rental checkout fully measurable.

The challenge

Rent-A-Center, one of North America's largest rent-to-own retailers, runs a non-standard rental checkout on SAP Hybris that doesn't map to conventional ecommerce events. Off-the-shelf tracking couldn't model the lease funnel, so the business had no reliable way to measure how customers moved from browse to agreement across furniture, electronics and appliances.

The solution

Designed a bespoke GA360/GA4 data layer that modelled the full rental journey end to end, with a custom-dimension architecture capturing the lease-specific attributes the standard schema ignores. Deployed and governed the tagging through GTM with structured QA, giving the team dependable, funnel-level visibility into a previously opaque checkout.