Measurement plan and conversion tracking for Orígenes Seguros

Orígenes Seguros has its digital presence spread across five fronts: the corporate site, the product landing pages, the broker portal, the Orígenes Online self service portal and the Genes Retiro brand site.

Google Analytics measured visits, time and source, but not conversions: they knew how many people came in and not how many asked for contact, quoted or bought, which is the only thing that decides where to invest.

And views were so mixed that understanding one landing page took manual work.

• No conversions measured: no data on which product or audience generates leads.
• Mixed views: you had to filter by address to know what happened on each landing page.
• Five properties with no shared criteria: each site measured its own way, so nothing could be compared.

With thirty some product landing pages, that means having no idea which one works.

We designed and implemented a measurement plan with a single event taxonomy, so all five properties speak the same language and conversions can be compared.

It was built on Google Tag Manager, reusing the container the client already had.

A taxonomy, not loose events

• Category by audience or product: individuals, corporate, brokers, contact and login.
• Action and label by landing page, so every event places itself.
• Each event documented in a tracking sheet with its description, status and implementation date.

What got instrumented

• Product landing page views, separated from each other.
• Clicks on the calls to action to buy, quote and contact across every individual, corporate and broker page.
• Successful and failed submissions of the contact forms on the corporate site, the broker site and Genes Retiro.
• Self service portal entries, and successful and failed logins on both portals.

Measuring the failure, not just the success

• Forms are measured on success and on error, because a form that fails looks exactly like one nobody used.
• Same for logins: a failed attempt is a signal, not noise.

Architecture and technology

• Google Tag Manager on the existing container, with measurement organized for Data Studio dashboards.
• Implemented on the redesigned corporate site at the moment of its launch.

Learn more about digital marketing.

The company went from knowing how many people came in to knowing which product and which audience generate leads.

Starting point

• Analytics measuring visits, time and source, with no conversions at all.
• Mixed views, with manual filtering by address to understand each landing page.

Results

• 60 events implemented and documented between 26 and 28 January 2021.
• 5 properties measured under the same taxonomy.
• More than 30 product landing pages with their calls to action instrumented.
• Form conversions measured on success and on error, and logins measured on both portals.

Strategic impact

• The audience taxonomy makes individuals, corporate and brokers comparable with each other.
• Measuring form and login errors turns a silent failure into data.