With pages dynamically generated based on search requirements, user submitted ads and more, Trader Corp was torn between purchasing expensive tag-management solutions or missing large chunks of data. Our Google Analytics Audit revealed a solution: a custom tag-management system that enabled new ways to analyze their data while incorporating a familiar interface.
Tag management is a serious issue for companies with large, dynamic sites. Trader Corporation, whose sites are founded around complex page structures (customizable by data such as car colors, years, models) wanted to understand how users’ search patterns, advertising viewership, and willingness to buy are linked. Given their various advertising methods and the extent of both their search and site options, Trader had hundreds of thousands of URLs. So many that the cost of paid options would be sky-high, and free solutions such as Google Analytics – their chosen platform – would be unable to analyze the sheer amount of data.
Normally, one might look at an expensive tag management solution or complex, hard to use analytics suites. Instead, they approached Cardinal Path.
We worked with Trader Corp to create a customized tag management solution for Google Analytics using virtual pageviews. Our web analytics team set out to create a customized “virtual page structure” which classified pages by categories such as ad details, advanced search and keyword search, and grouped them into sets – the loading of which would trigger a virtual page view.
Trader received a completely new way to think about their data, with analysis options far beyond what would be available using a standard pageview model. Using this revised analysis model, Trader was able to see more than just ad conversions from a page. They gained knowledge about their users, including the impact of photos, videos, keywords and number of viewed ads – all without sacrificing accuracy, depth of detail, or platform familiarity. In short, the result was an increased depth of insight and analysis.
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