Why Tracking Members vs. Non-Members Matters

Many credit unions wonder, "Are most of our website visitors already members?" The answer depends on your particular credit union. Knowing this is powerful for setting and measuring performance goals for your marketing campaigns.

So, how can you tell how many site visitors are members or not? Many credit unions rely on the "new and returning visitors" distinction to assess this. However, this method has major flaws.

A better method is to track logins and non-logins as a baseline. Then, add behavioral insights to improve the analysis.

Why “New vs. Returning Visitors” is a Flawed Metric

Many credit unions try to compare members and non-members using the new vs. returning visitor metric in Google Analytics. However, this can be misleading for a few reasons:

• Cookies and browser settings impact tracking. A visitor is seen as “new” if they clear cookies, use another device, browse incognito, or have tracking blockers on.
• Cross-device tracking can be unreliable. For example, if a member logs in on their phone one day and then on their laptop the next, the system might see them as two different users.
• Session expiration resets visitor status. Google Analytics 4 (GA4) lets Admins change the Session Timeout Duration. The default is 30 minutes, but it can be extended to 7 hours and 55 minutes.
• Returning visitors aren’t necessarily members. A non-member researching credit union services may return multiple times but never open an account.

GA4 added a "New vs. Established Users" dimension. This shows users who engaged for the first time in the last seven days and those who have been active longer. However, this metric isn’t widely used in Google’s default reports, meaning many credit unions may not be leveraging it effectively.

Simply put, a “new” visitor according to Google Analytics isn’t necessarily new to you. It just means that the tool doesn’t recognize them from a previous visit for a variety of reasons.

Because of these limitations, relying on "new vs. returning visitors" creates an inaccurate picture of actual member and non-member activity. A better approach begins with tracking logins vs. non-logins.

Why Logins vs. Non-Logins is a Stronger Baseline

Tracking online banking logins is a better way to tell members apart from non-members. Here’s why:

1. Logins show verified members. Unlike tracking through a browser, logging into online banking proves a visitor is a member.
2. Clear audience separation. A logged-in visitor is a member. A visitor who isn’t logged in might be a non-member or a member looking at non-banking content.
3. Tracks trends over time. A drop in logged-in users could mean more non-members using the site or less interest in digital banking.
4. Sets the stage for deeper analysis. Tracking logins isn’t perfect, but it helps us better understand site visitors.

Our data shows a big difference between 'new vs. returning' visitors and 'logged in vs. not logged in' visitors. One client showed a close correlation, with 30% of visitors being returning and 33% of users logging in.

However, we've also seen cases where 70% of users were classified as 'new,' yet 67% of visitors logged in to online banking.

This variation is largely influenced by factors such as the credit union's market, the demographics of its membership, and the user experience of its mobile banking app.

Nuances: Why The Logged In Metric Isn’t Perfect, Either

While online banking logins are a strong indicator of membership, many existing members use the credit union’s website for reasons other than banking. This means that simply counting non-logins as non-members doesn’t provide the full picture. Instead, credit unions should take a more strategic approach that considers their specific marketing goals.

Refining the Approach: Identifying Potential Members

To get a more precise view of non-member activity, credit unions can also track behaviors that suggest someone is considering membership. These include:

• Viewing “Join Us” or “Membership Eligibility” pages.
• Clicking on “Apply Now” buttons for loans, accounts, or credit cards.
• Spending time on product and service pages without logging in.
• Navigating to FAQs about membership requirements.
• Engaging with live chat or support about opening an account.

Segmenting visitors by their behaviors helps credit unions distinguish between current members browsing the site without logging in and potential members checking out services.

A Multi-Layered Approach to Tracking Member vs. Non-Member Activity

At the end of the day, while it's true that most of your website visitors are already members, that’s not inherently a bad thing. Financial institutions have special websites. They attract new members and help current ones. These sites are marketing tools and utilities for online banking and account services.

The key is ensuring the website does more than serve current members. It should also attract new members and help them convert.

The best approach combines many data points rather than relying on a single metric.

1. Online banking logins vs. non-logins – Establishes a baseline for member engagement.
2. Behavioral segmentation – Identifies members engaging in non-banking activities.
3. LOS Tracking – Monitors clicks on key pages like “Join Now” and application forms.
4. UTM tracking for acquisition campaigns – tracks traffic sources for prospective members.
5. HubSpot integration (or your favorite CRM) links visitor actions to known contacts.
6. Session depth and duration analysis helps us tell quick info seekers apart from those who are exploring services in depth.

With this tracking strategy, credit unions can improve their goals for acquisition campaigns. They can focus on boosting not just site traffic, but the right type of traffic.

How HubSpot Recognizes Website Visitors

HubSpot offers helpful tracking to identify website visitors as members or non-members. However, there are important differences to note. The ability to recognize a visitor depends on whether they are already a contact in HubSpot.

If a visitor interacts with the credit union, it creates a contact record. This can happen by filling out a form, signing up for an email, engaging with a chatflow, or being added through an import. Then, HubSpot can track their website activity and link it to their contact profile. This includes logging page views, session duration, and return visits.

If the visitor isn't an existing contact in HubSpot, we can track their behavior anonymously. We can see page views and session data, but we can't tell if they are a member or a non-member just from this information.

How HubSpot Tracks Known Contacts

For contacts already in HubSpot, tracking works by assigning a unique tracking ID when they submit a form or engage in a conversion event. This enables HubSpot to recognize them when they return to the website, even if they don’t log in to online banking.

For example:

• A member clicks a link in an email about auto loan refinancing. HubSpot tracks that click and ties it back to their contact record, allowing the credit union to see how they engage with content.
• A prospective member clicks an ad for a high-yield savings account and fills out a step-zero form (e.g., entering their name and email but not completing an application). Since their contact is now in HubSpot, they can be nurtured with marketing campaigns.
• A visitor spends time on membership-related pages but hasn’t applied yet. If they have already been captured as a contact, HubSpot can segment them into a high-intent prospect list for follow-up. If they are not yet a known contact, their behavior is still tracked anonymously, but without direct attribution to a member/non-member status.

Using HubSpot to Track Members vs. Non-Member Activity

Credit unions can gain better insights into visitor behavior by setting up custom properties, workflows, and reporting dashboards.

• Segment contacts as members or non-members based on CRM data, form submissions, and interactions.
• Analyze behavioral trends, such as which pages are most frequently visited by prospective members.
• Create custom reports that filter website traffic by non-members vs. members, helping marketing teams adjust strategies.
• Measure conversion rates from key touchpoints—like email campaigns leading to loan applications or membership sign-ups.
• Set parameters for high-intent visitors. Look at engagement signals. Check for repeated visits to product pages, last activity dates, and email engagement metrics.

Prioritizing high-intent visitors with automation

HubSpot’s automation tools help find and nurture visitors who show strong interest. You can set clear criteria for their engagement. Credit unions can:

• Define what qualifies as a high-intent visitor, such as a contact who has visited a product page multiple times within a set period.
• Use workflows to adjust lead status, prioritizing visitors who show repeated engagement with key pages or emails.
• Run A/B tests in email campaigns to refine messaging and optimize conversions based on engagement data.

HubSpot is a powerful tool for understanding how members and potential members engage with a credit union’s website—but it works best when contacts have already been identified through a form submission or another conversion event.

By integrating email engagement, web activity, CRM data, and automation workflows, credit unions can build a data-driven marketing strategy that not only tracks visitors but also guides high-intent prospects toward conversion.

Final Thoughts: A Smarter Approach to Member vs. Non-Member Tracking

Understanding the difference between members and non-members on your credit union’s website is essential for optimizing marketing strategies. While traditional analytics metrics like "new vs. returning visitors" can be misleading, a more accurate approach starts with tracking online banking logins. From there, layering in behavioral insights—such as engagement with membership pages, loan applications, and marketing campaigns—provides a clearer picture of visitor intent.

By leveraging tools like HubSpot, credit unions can go beyond basic website analytics, using CRM data and automation to track, segment, and nurture high-intent visitors. The ultimate goal isn’t just more traffic—it’s attracting the right kind of traffic and guiding prospective members through their journey.

With a multi-layered tracking strategy, credit unions can make smarter decisions, refine their acquisition efforts, and create a website that serves both current and future members effectively.