As a large North Carolina credit union, Coastal Credit Union receives an average of hundreds of thousands of unique website visitors per month. The credit union was looking for a way to quantitatively track engagement after their website redesign, including the usage of their new life stage-based solutions finder. The institution also wanted to track all third-party applications in one Google Analytics property, which were previously tracked separately.
Implementing a custom analytics strategy
ZAG used Google Tag Manager to add triggers to all major website touchpoints, including the website’s new solutions finder tool. Interactions with these touchpoints were tracked in Google Analytics as individual events. ZAG also provided reference documentation for the credit union to better understand their reporting.
Tracking activity on third-party application sites
By enabling cross-domain tracking settings in Google Tag Manager and working with the credit union’s vendors to implement their tracking code, ZAG was able to connect website sessions and clicks from the institution’s website to third-party applications. This allows for Coastal Credit Union’s marketing team to track campaign conversions from specific tactics – like paid keywords and social campaigns - through the application funnel, to better monitor ROI.