Making decisions based on data is no longer just a trend, but a necessity. But incorrect data leads to erroneous conclusions and reckless decisions. So the analyst should work perfectly: without duplicates, without inaccuracies and without errors. In this case, the CEO of the newage. digital agency Olexander Rolskyi will tell us how we streamlined the bank’s customer analytics using Google Analytics 4.
Our client is a large bank in Kazakhstan, which will remain anonymous throughout the article.
It approached us with the need to bring order to user analytics. The bank has offline branches, a web version, and applications for iOS and Andriod. All interactions with clients were tracked separately: offline conversions in branches were entered into CRM by employees; the site transmitted information there through Universal Analytics, and applications — through Firebase.
Each system had its own settings, data was duplicated and not tagged with each other. If the user from advertising went to a site where he looked at several pages, and then downloaded the application and did the conversion there, then for the bank it was two different things: the user of the site who just browsed the pages and the user of the app, who came from nowhere.
Accordingly, our challenge was to set up end-to-end cross-platform analytics that would take into account all client conversions and all events that occur with it.
We chose Google Analytics 4 as the basic platform for analytics, which we integrated with the client’s available CRM, Universal Analytics and Firebase using Google Tag Manager. Thus, GA4 transmitted data on all customer contacts with the bank.
This integration allowed cross-device conversions to be linked. That is, if a user browsed services in the application and then ordered them from web banking, the analytics system portrayed him as one user, not two separate ones.
As a result, the client saw the actual number of users, was able to track the user’s path to conversion and got an objective picture of the effectiveness of communications.
Goals and Events Setting Up
Our next step was developing a conversion map. We analyzed the bank’s key products and formulated goals for the analytics system that would meet the bank’s goals in each of the areas.
- General. This group includes general marketing goals: the number of visitors and unique visitors, the number of users who saw a CTA on the site.
- Credits and online cards. This took into account all consecutive actions of the user from clicking the “Fill in the application” button to agreeing on a specific loan amount (to be transferred to GA4) or receiving a refusal.
- Banking for business. The purpose of B2B campaigns was to involve companies in creating business accounts. This is a complex process with several stages of verification, so each subsequent step had to be recorded as an achieved goal. The analyst received data on completed forms, confirmation of the company’s phone number, its tax data, etc.
- Deposits. For this section, we suggested counting deposit views, viewing individual products, and opening relevant accounts.
In general, the development and configuration of such a system allowed to classify the entire pool of conversions that were previously transmitted separately to Universal Analytics and Firebase.
Establishing the Value of Goals
The next step should be to assign value to each goal. Thus, advertising systems could focus on the value of conversions with automatic bid optimization and attract new users who would be most useful to the bank.
We have developed a system that calculates the cost of conversions within the entire movement of the user sales funnels. However, due to the lack of access to the client’s systems, we were not able to implement the development on our own, so we prepared a vehicle for the in-house team.
As a result, the bank received a configured Google Analytics 4 account, which collects data from CRM, site and apps. Targeted actions of customers are distributed according to the map of events, which allows you to track the interaction of each customer with the bank.
The growth point for the client remains the enhanced integration of CRM and Google Analytics 4, which will specify the value of each conversion and create even more optimized marketing activities. The bank has a vehicle from our specialists for this purpose.