Analytics Case Study

Reduced Google Analytics Complexity + Tag Manager helped this B2B client better understand audience behavior across subdomains

Global-Security-Company

Global B2B Manufacturer

Analytics-services

Analytics Services

SITUATION

A global B2B manufacturer wanted to better engage with their end-client by introducing educational content on their predominately product-focused website. We were asked to track engagement with these content pieces throughout the main website.

CHALLENGE

This new educational content was located on a subdomain and leveraged Marketo to house the lead generation landing pages and forms. This subdomain was tracked by a completely separate Google Analytics property – independent from their core website visitor data. This meant that every time a person clicked on a call to action their current web session ended and a new one began in a different Google Analytics property. This “break” was keeping the client from collecting the insight they needed.

SOLUTION

To solve this obstacle, we turned to Google Tag Manager to track clicks on the various calls to action sprinkled throughout the main website. We needed to be able to calculate each asset’s relative click through rate, and ultimately, analyze its conversion rate based on its location on the website. This way our client could know - based on site analytics and not just opinion! - if they were providing their audience with the most compelling content.

ACTION

We worked with the client’s web development team to ensure Google Tag Manager was deployed to track events within their main Google Analytics property. Simultaneously, we updated Marketo’s template with the main Google Analytics tracker. This tracker had been coded to reference the company’s root domain, now allowing for first-party cookies to be shared across the subdomains.

RESULT

  • Improved accuracy for site session activity as our implementation of Cross Subdomain tracking reduced the inflation of “visitor data” caused when first-party cookies cannot be shared across all of the web properties owned by a single company. One person could be counted several times depending on how they navigate. This code change ensured that a person’s session remained intact.
  • Increased clarity into where site traffic is coming from. Historically, everyone coming from organic clicks on search results or other channels was grouped together and looked as though any and all leads were a result of “referral” traffic - from the client’s website! Now data can be collected to indicate the originating channel for all leads generated to allow for better-informed decisions on where to focus spend.
  • Increased clarity of top performing promotions. Complex data calculations simplified the story so that the client could quickly see what promotion compelled the most click activity while people read about a product or solution.