As a thriving local credit union, Oklahoma Credit Union receives tens of thousands of unique visitors per month to their website. OKCU was looking for a way to track visitor engagement with various product promotions, as well as monitor the effectiveness of their Kentico-based content personalization strategy. In addition to what is available in standard Google Analytics tracking, the institution wanted to learn more about custom analytics reporting and Google Tag Manager tracking.
Customizing an analytics tracking strategy for a credit union
ZAG implemented site-wide custom event tracking within Google Tag Manager, allowing the credit union to see which pages received the most clicks related to product engagement, and which promotional areas were the most likely to drive visitors toward conversion. The personalized content within Kentico was tagged to be trackable in Google Analytics, and custom reporting was created in Google Data Studio to show website performance for different personas. ZAG also conducted a training session with the credit union to educate them on where to find the most relevant reporting in Google Analytics, and how to create tags and triggers in the Google Tag Manager platform on their own.