What do our credit union clients want most? Tracking! Many of our credit union clients come to us because they want better tracking and reporting. They want to be able to show that their digital marketing efforts are making an impact on business, leading to submitted applications.

The tricky thing about tracking with Google Analytics is that it requires installing Google Tag Manager (GTM) code on loan/account applications to collect the most data. And not all LOS providers are willing to install the GTM code.

That said, if you are reading this and your credit union uses Meridian Link, you’re in luck! Meridian Link allows Google Analytics code on applications through the use of GTM. You can get tracking that allows you to see submitted applications by marketing campaign.

Why Credit Union Marketers Want Better Tracking

Having full tracking provides invaluable insight for digital marketers. Not only can Meridian Link users see submitted applications, but you can break them down even further to determine their source and campaign. For example, with the correct tracking in place, you can see how many auto loan applications came from a specific Google Search advertising campaign in a given time period.

Tracking installed through GTM also allows you to visualize the loan funnel and see where users are dropping off in the application. Here is what that looks like when it is built out in Datastudio, one of our favorite reporting tools:

To take this one step further, credit unions that use the latest version of Meridian Link may be able to track funded loans to determine the ROI of digital marketing efforts.

By implementing GTM on your website and sending unique, anonymous data into MeridianLink, you can export and combine campaign data and loan information. This provides the clarity to determine which campaigns are the most effective based on ROI.

Data can be displayed like this using Datastudio:

More details about this additional level of tracking can be found in this article. 

If the idea of having more visibility into the metrics that matter excites you (and it should) and your credit union uses Meridian Link, make sure tracking is set up to its fullest potential.

Tracking with Google Analytics does take an expert to install and ensure all data populates correctly. WebStrategies has successfully installed Google Analytics on Meridian Link for a number of credit union clients that now enjoy the benefits of better, clearer tracking. Let us help you take your tracking as far as it can go!

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Note: LOS providers can change their rules and regulations regarding installing GTM code on applications. At the time of publishing, Meridian Link allows the installation of GTM code for tracking.