Analytics: Insight into user behaviour
UK Coaching – The UK’s leading charity supporting sports and fitness coaches. Delivering support, tools, learning and research to assist coaches to be great and inspiring the next generation of sport and fitness coaches in the UK.
- User Research
- Enhanced reporting
- Able to monitor business performance
Gaining insight into user behaviour
There were several key challenges that we needed to resolve; The existing Google Analytics setup was limited in the information it delivered, the team needed support liaising with development resource to translate requirements and support development implementation and testing and finally, key data structures such as registration events and ecommerce purchases needed to be specified and implemented.
to empower business
Working with the team at UK Coaching we established the events needed to be tracked. We established a future proof strategy, utilising Google Tag Manager and a data layer to support implementation of registration events to help capture the various journeys on the website as well as an ecommerce information for enhanced ecommerce tracking.
By leveraging Google Tag Manager we were able to determine which registration form on the website was completed by the user, allowing us to split out the key journeys on the website and deliver valuable insights into users registration and product journeys.
Working closely with the client’s development team we implemented the data layer required to capture purchase information and implemented enhanced ecommerce capabilities in Google Analytics through Google Tag Manager. By implementing these events our clients at UK Coaching now have enhanced reporting options to measure success of the website and monitor business performance.