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Deep Dive Into Google Analytics Account Uncovers Actionable Intel

Opportunity

Cincinnati Children’s Hospital had a goal to reach more patients. To help achieve this, it was crucial that they not only ensure the accuracy and reliability of the data from their website but also that the right type of data was collected – data that could help inform and drive business decisions and prove the value of key marketing initiatives in real time. 

While the hospital had an internal team with the skills to both manage their Google Analytics account and create tags in Google Tag Manager, they recognized gaps in their knowledge and understood that their current measurement practices weren’t providing the level of insights needed. The hospital knew having an outside group — particularly one that specializes in custom Google Analytics projects in healthcare — conduct an audit of their tracking setup would make them a much stronger organization that uses their own data to inform business decisions.

That’s why they called us. We were excited to put our deep analytics and tracking expertise to work to help the Cincinnati Children’s Hospital grow.

Solution

Before we dug in, we worked closely with the Cincinnati Children’s internal analytics team and key stakeholders on the marketing team to understand their business objectives. This informed the strategic planning phase which allowed our Decision Science team to take a deep dive into the setup of the Google Analytics account and Google Tag Manager implementation to identify any issues. 

We then provided recommendations for custom goals and events in Google Analytics that closely aligned with the hospital’s business and marketing campaigns. We also provided guidance on additional customized features in Google Analytics that weren’t effectively utilized, like content groupings and custom dimensions and metrics. 

To ensure the hospital was set up for long-term success, we provided the client with a list of recommendations for their Google Tag Manager account that would consolidate their assets and future-proof some tags and triggers, which allowed them to spend more time conducting value-driving analysis. This initiative removed existing technical debt, and ensured that the team did not accidentally create additional debt as they scaled (because the more advanced the tracking gets, the more time companies have to invest in maintaining it).

To further meet the needs of our client, our Decision Science team created an all-encompassing measurement plan that included KPIs against the hospital’s objectives. Then we provided full-scale tagging recommendations for the entire site that would allow Cincinnati Children’s to track KPIs as custom data within Google Analytics. 

We capped off the project with an Opportunity Report to give recommendations on longer-term practices they could implement for a better understanding of marketing spend and consumer behaviors.

Results

Our work empowered the internal analytics team to focus on value-adding analysis for the hospital. With our help, the client stopped spending time sifting through unnecessary data and started identifying valuable and actionable insights that, ultimately, let them reach more patients.

30
Key Google Analytics recommendations
50
Unnecessary websites removed
17
Google Tag Manager tags for removal/consolidation
  • 30 key recommendations to improve the accuracy of the Hospital’s Google Analytics and Google Tag Manager setup
  • Removal of over 50 unnecessary websites tracked in the Hospital’s Google Analytics property
  • Creation of 4 customized process documents with best practices for implementation, such as how to set up a QA process for a Google Tag Manager container
  • Identification of 5 common HIPAA & GDPR compliance concerns, including documentation of the steps the Hospital made to become GDPR-compliant (a requirement for all organizations with more than 250 employees)
  • Step-by-step instructions for dealing with complex issues, like a referral exclusion including incorrect data, when working with subdomains