Case Study: Google Analytics to understand traffic and behaviour activity
An active asset management firm work to deliver excellent, long-term, performance – responsibly to cater to individual and professional investors across various regions.
They sought to correctly implement Google Analytics to understand traffic activity and behaviour of prospects and existing clients. They also wanted to reduce the cost of paid acquisition and improve engagement.
After a business requirements workshop, a KPI framework was created based on their business and digital objectives.
We found that the clients implementation of Google Analytics used the same tags on both their CMS and plug-ins, which consequently inflated their figures. To rectify this, we correctly implemented Google Analytics and Google Tag Manager.
We also implemented custom tracking to capture micro conversions, breakdown the audience and capture region specific details.
The client has started to benefit by understanding actual activity of their audience. The metrics presented across the business were aligned to their specific digital and business objectives.
The integration of AdWords and Google Analytics is helping the client understand ROI of paid media. Business stakeholders are benefiting from accurate audience figures by segmented views presented via Google Analytics profiles.