Using Google Analytics 4 (GA4) event tracking with Encompass Consumer Connect can help lenders to gain valuable insights into the effectiveness of the loan application workflows and sites. This guide walks you through the steps, from connecting your Consumer Connect site to GA4, understanding tracked events, to customizing reports and enhancing your site based on the captured data.
This blog is the second part in the series of blogs about using Google Analytics with Encompass Consumer Connect. Please follow the URL below to read the first part:
Using Google Analytics with Encompass Consumer Connect – Part I
Setting Up Your GA4 Property
Creating a GA4 Property
- Sign in to your Google Analytics account.
- Navigate to the Admin section and click “Create Property.”
- Provide a name, select industry category and business size, and click through the setup process.
- Choose business objectives for measuring site analytics and create a web stream by providing the URL.
Detailed GA4 Property Configurations
- Provide additional details for the GA4 property you created.
- Create custom dimensions for mapping data received with Consumer Connect site events.
- Create custom dimensions, including Dimension name, Scope, Description, and Event parameter.
Setting Up Conversions in GA4
Creating Conversions
- Access the Property column, click “Events,” and then “Create event.”
- Provide required details for each event, including conditions and additional parameters.
- Create conversions for application Started, Saved, and Submitted events.
- Ensure proper status settings for each event.
Adding Google Analytics Tracking to the Site
Regular Consumer Connect Site
- Open the Website Builder tool and click SEO.
- Enter the Measurement ID noted during data stream creation.
- Save, publish your site’s changes, and verify Google Analytics is working.
Embedded Borrower Widget Site
- Open Consumer Connect Admin, select the borrower widget site, and navigate to Borrower Portal.
- Enter the Measurement ID in the Google Analytics Account field.
- Save changes, and verify Google Analytics tracking on the borrower widget.
Verifying Google Analytics Event Tracking
- Sign in to your Google Analytics account.
- Navigate to Reports > Realtime to check active users and tracking status.
- Allow 24-48 hours for data to populate.
- Ensure events like loan application starts and submissions are being recorded.
Understanding Tracked Events on Consumer Connect Site
Default User Events
- Review default events like application start, save, submit, account creation, and more.
- Understand the significance of each event in evaluating user engagement.
Customizing Event Tracking
- Create custom dimensions for Encompass instance ID, Consumer Connect site ID, user role, loan GUID, and Workflow ID.
- Enhance report quality and gain deeper insights into site effectiveness and marketing campaigns.
Tips for Analyzing User Engagement
Checking Engagement Rate and Bounce Rate
- Navigate to Reports > Engagement > Pages & Screens.
- Monitor engagement rate and bounce rate to assess site performance.
- Customize reports as needed.
Tracking Workflow IDs in Encompass
- Leverage Encompass’s Workflow ID field to create reports and understand loan progress.
- Utilize the read-only Workflow ID field available in Borrower Summary – Origination and Processing.
Consider Split Testing
- Implement split testing (A/B testing) to compare different workflows and experiences.
- Utilize the Workflow ID custom dimension to track the effectiveness of loan application workflows.
Looking for more information on using Google Analytics with Encompass Consumer Connect or need help with implementing any technology solution within Encompass, leave us a message.
