Conversion Tracking and Data Layer Setup - Full Funnel

Conversion Tracking and Data Layer Setup - Full Funnel

Company
šŸ¦ Santander
Skill Area
šŸ“Š Data & Analytics
Tool Stack
Google Tag ManagerGoogle AnalyticsGoogle Ads APILooker StudioPostman (APIs)PowerBI
šŸ“‹

Overview

šŸ” Context
Implementation of end-to-end conversion tracking and event-based data layer across a complex loan application funnel, sending data to GA4 and SAS 360 via GTM, to use for conversion tracking and CRO insights
šŸ’¬ Challenges
ā€¢ Complex full funnel process, touching various architecture points (from landing page interaction to calculator to application form to KYC to signing) ā€¢ Long sales cycle - a need of a robust approach to connect user across the full long cycle, some of which could leak into offline (from offline telesales part of process) ā€¢ Key need of compliant & privacy preference-respecting approach (as sensitive financial data of customers was disclosed in these touchpoints) ā€¢ Need of coordination for requirements and validation among multiple stakeholders: development agency, paid search agency, internal IT, internal projects UAT team, internal compliance, etc.
šŸš€ Objectives
Robust set up of tracking such that it would facilitate the growth of online channels, sufficient data for paid search algorithm, and offer transparent tracking set up for external parties that relied heavily on revenue-share commissions, and as such attribution was key
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Scope & Responsibilities

  • Technical Implementation Leadership: Oversaw the end-to-end setup of conversion tracking systems connecting front-end user interactions to back-end data storage across multiple touchpoints in the loan application funnel.
  • Cross-System Data Integration: Established data connections between website analytics, CRM systems (SAS 360), and internal data warehouse to create a unified view of customer journeys for both personal loans and revolving credit products.
  • GTM Ownership: Managed Google Tag Manager as the central hub for all tracking implementations, including configuration of custom variables, triggers, and tags for both first-party and third-party tracking needs.
  • Agency Collaboration: Worked with agency partners under a revenue-sharing model to ensure proper implementation of tracking solutions that supported both parties' reporting and optimization needs.
  • Stakeholder Alignment: Coordinated between marketing & CRM, IT, external developers, and legal teams to ensure tracking implementations met the requirements while adhering to technical constraints and data privacy regulations.
  • Documentation & Governance: Maintained comprehensive documentation of data layer structure, tracking implementations, and data flow architecture to ensure knowledge transfer and system integrity.
  • CRO event tracking: Leveraged collected data to drive conversion rate optimization initiatives with CRO agency and refine marketing channel strategies based on attribution insights.
  • Overall Analytics Infra Maturity: Built foundations for advanced analytics capabilities, including hit-level data collection and processing systems to support machine learning applications (like risk scoring algorithm)
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Strategic Projects

Web 'Order ID' and GCLID Linkage Across All Systems

  • Established Order ID link between loan application form touchpoints, backend systems, and internal data warehouse, impacting multiple IT infrastructure touchpoints
  • Created critical conversion tracking framework spanning the full customer journey
  • Implemented Google Tag Manager workarounds when backend development bottlenecks occurred for new variable additions like GCLID, GBRAID, and WBRAID IDs
  • Maintained attribution data flow into SAS 360 CRM using existing data infrastructure
  • Ensured key identifiers persisted throughout platform changes as the post-submission journey evolved toward a fully digitalized portal with automated KYC
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Data Layer Implementation

  • Developed event-based analytics with enriched data points supporting both CRO initiatives and custom bidding algorithms
  • Collaborated with website CMS team to add dynamic content fields populating the data layer with user interaction data
  • Enhanced CRO experiment analysis through calculator event tracking, providing clearer insights into A/B test variant impacts
  • Uncovered specific interaction patterns throughout the conversion funnel through granular data collection

Tracking Implementations for 3rd Parties

  • Built centralized tracking framework in Google Tag Manager for all comparator and affiliate partners
  • Set up and configured tracking pixels for third-party integration
  • Extended reporting systems to incorporate lower-funnel backend data
  • Provided partners with comprehensive performance metrics while maintaining data governance using automated processes that interacted with internal SQL data warehouse in collaboration with CRM team

BigQuery Setup

  • Configured BigQuery to consume and analyze hit-level data from website and form touchpoints
  • Supported advanced analytics initiatives, including an online risk scoring algorithm that used behavioral data for accept rate optimization
  • Enabled deeper data analysis capabilities for attribution modeling and machine learning applications across the organization