One view across every business line.
A member-owned credit union headquartered in Colorado Springs and one of the largest credit unions in the United States. It serves a very large membership across Colorado with checking, savings, credit cards, auto loans and mortgages, and its roots go back to serving the military community. Members can open accounts and apply for most products online, each through its own application funnel.
The credit union had no enterprise analytics accounts built to support several business lines under one reporting structure. Each product team saw its own slice of data, and none of it lined up.
Every product had a separate online application funnel, and those funnels were tracked inconsistently or not at all. Leadership could not tell which marketing was driving applications and new members.
Multi-property GA4 architecture
We designed a GA4 account and property hierarchy that mirrors how the organisation is structured, with distinct properties for its business lines and a roll-up view above them. Access, data retention and custom dimensions were set up to match how each team works.
Application funnel mapping
We mapped the online application journeys for the key products, from checking and savings accounts through to loans and mortgages. Each step was defined in a tracking plan with shared event names, so funnels can be compared across products.
Consistent tracking in GTM
We implemented the tracking plan in Google Tag Manager with a shared container structure and naming conventions across products. Every release was tested in preview and debug views and checked against the plan before it went live.
Unified cross-unit reporting
We built Looker Studio dashboards on top of GA4 and SQL, one set per team and a combined view for leadership. Each dashboard was designed around the decisions that team makes, from campaign spend to funnel drop-off.
Documentation and training
We documented the architecture, tracking plan and reporting logic, then trained the internal teams to run it. They can now add tracking and build reports without outside help.
- Enterprise analytics now runs across every business line under one structure.
- Unified reporting replaced the siloed data each team used to keep.
- Leadership can see which marketing drives applications and new members.
- Application funnels are tracked the same way across products, so they can be compared.
- The internal team manages the setup on its own.
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