IntelligenceBank asked Intrepid Digital to migrate their UA tracking into GA4. We audited their site and tracking through a technical lens and a business lens, improving page performance and tracking based on business logic. This led to 3 new lead conversion events, 2 new dimensions for segmentation, and more.
IntelligenceBank approached Intrepid Digital in late 2022 to migrate their Google Universal Analytics (UA) tracking into a new GA4 platform. IntelligenceBank had previously not been utilizing the UA property for lead attribution because their form submissions were not being tracked in Google Analytics, and only had visibility into what was being submitted through Pardot, the webform tool embedded on the website.
To start the migration from UA to GA4, we audited the entire website and existing tracking to identify what events were outdated, irrelevant, or neglected. In the technical pass, we looked for sub-optimal page performance, where plugins needed to be updated, and where redundant and outdated tracking tags could be consolidated or eliminated.
In the business-results pass, we looked at the website from IntelligenceBank's perspective and wrote out the business logic for why we should track some events, but not others. The audit culminated in a tracking plan, reviewed closely with our stakeholder to ensure it fit their needs for attributing leads to marketing campaigns and analyzing lead quality within GA4. We then demonstrated how to use GA4 to conduct different analyses on their web traffic and marketing performance.
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