What do our credit union clients want most? Tracking! Many of our credit union clients come to us because they want better tracking and reporting. They want to be able to show that their digital marketing efforts are making an impact on business, leading to submitted applications.
The tricky thing about tracking with Google Analytics is that it requires installing Google Tag Manager (GTM) code on loan/account applications to collect the most data. And not all LOS providers are willing to install the GTM code.
That said, if you are reading this and your credit union uses Bottomline, you’re in luck! Bottomline allows Google Analytics code on applications through the use of GTM. You can get tracking that allows you to see submitted applications by marketing campaign.
Why Credit Union Marketers Want Better Tracking
Having full tracking provides invaluable insight for digital marketers. Not only can Bottomline users see submitted applications, but you can break them down even further to determine their source and campaign. For example, with the correct tracking in place, you can see how many auto loan applications came from a specific Google Search advertising campaign in a given time period.
Tracking installed through GTM also allows you to visualize the loan funnel and see where users are dropping off in the application. Here is what that looks like when it is built out in Datastudio, one of our favorite reporting tools:
If the idea of having more visibility into the metrics that matter excites you (and it should) and your credit union uses Bottomline, make sure tracking is set up to its fullest potential.
Tracking with Google Analytics does take an expert to install and ensure all data populates correctly. WebStrategies has successfully installed Google Analytics for a number of credit union clients that now enjoy the benefits of better, clearer tracking. Let us help you take your tracking as far as it can go!
Note: LOS providers can change their rules and regulations regarding installing GTM code on applications. At the time of publishing, Bottomline allows the installation of GTM code for tracking.