Case Study: Analytics + Global Manufacturer
Untangling tracking complexity to help this manufacturer understand audience behavior across subdomains
A global B2B manufacturer wanted to better engage their end-client by introducing educational content on their product-focused website. They reached out to us to track how users engaged with that content throughout their website.
To track clicks on the various calls to action across the website, we turned to Google Tag Manager. We needed to be able to calculate each asset’s relative CTR and 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.
We worked with the client’s web development team to set up Google Tag Manager to track events within the main Google Analytics property. Simultaneously, we updated Marketo with the main Google Analytics tracker. Before, coding referenced the root domain. Now, first-party cookies could pass across the subdomains!
These changes empowered our client to better understand their customer. Armed with clear and comprehensive data, they can make smarter business decisions.