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Fidelity came to us with the request to audit their Google Analytics for issues with the overall installation and to help them implement some complex custom variables that would provide additional layers of visibility within their reports.
Jellyfish carried out a full audit of Fidelity's existing Google Analytics set up. The audit revealed a number of issues we helped resolve including finding many pages missing analytics tracking code (and therefore missing revenue).
We also helped the client to obtain a level of detail previously not available through implementation of some additional custom variables. These provided the ability to segment conversion data by customer types including ‘new investors’, ‘return investors’ and customers topping up existing investments shown as ‘buy top up’ in Google Analytics.
These custom segments were further developed to show whether the conversion came from specific channels like ‘direct’ or ‘advisor’.
Once complete, marketing efforts (specifically the PPC campaign), could be tailored more accurately towards achieving more conversions from the specific high value customer types that were desired by the company.
These custom segments were further developed to show whether the conversion came from specific channels like ‘direct’ or ‘advisor’.
In addition, a variety of event tracking was implemented to help Fidelity gather information on what actions users were taking. Not all conversions could be directly tracked online (for example someone prints off an ISA application form, then fills it and posts it off). By the addition of events some of the previously untracked actions became more visible and greater value could be attributed to the activity that drove them.
Once complete, the new more granular information was added to dashboards making it easy for all stake holders within the business to view. The marketing efforts (specifically the PPC campaign), was able to be tailored more accurately towards achieving more conversions from the specific high value customer types that were desired by the company.
