Knowing what drives an application.
Cigna HK is the Hong Kong arm of Cigna, the global health services company. It sells medical, health and life insurance to individuals, families and employers in Hong Kong, with a large share of sales starting online.
Analytics only covered traffic. The business could see how many people visited, but it could not answer the question that mattered: what moves a visitor to apply for medical insurance.
Universal Analytics was being retired, so a migration to GA4 had to happen on a fixed deadline. Losing history or breaking reporting during the switch was not acceptable for an enterprise insurer.
Reporting was built by hand. Teams across several business units waited on manual reports that took time to produce and were hard to trust.
Architecture and migration plan
We designed the data architecture and migration strategy with senior stakeholders. The GA360 property structure was set to match how the business is organised, with views for each business unit and product line.
Journey mapping
We mapped the full visitor journey from landing page to quote to application for each product line. Every step became a defined event with the properties needed to explain behaviour.
dataLayer specification
We directed the development team on dataLayer specifications for custom events, including quote inputs and application stages. Clear specs meant events fired from reliable data.
GA4, GA360 and pixels
We implemented GA4, GA360 and marketing pixels through Google Tag Manager, with a server-side container for control over data sent to vendors. Universal Analytics and GA4 were run in parallel and compared before cut-over.
Audiences and taxonomy
A custom event taxonomy covered the customer journey across product lines. We built audience definitions for each segment so marketing could target and measure them.
Automated dashboards
GA360 data was exported to BigQuery and modelled with SQL. Looker Studio dashboards on top replaced the hand-built reports, with a view for every business unit.
- The move from Universal Analytics to GA4 was completed with no data loss.
- The business has a behaviour-level view from landing through quote to application.
- Manual reports were replaced by automated Looker Studio dashboards on BigQuery.
- Every business unit works from the same clean analytics setup.
- Teams have a foundation they can build on as products and campaigns change.
Related work
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