West Hollywood, CA
WordPress & React App, Google Analytics, Google Tag Manager, Google Ads
One of the largest equity crowdfunding platforms in the U.S., StartEngine approached Avatria for assistance establishing a scalable and efficient tag management architecture.
To help their startup customers (known as issuers) track the performance of their crowdfunding campaigns, StartEngine was sending behavioral data from their website directly to the issuer’s Google Analytics property. To do so, they had a unique Google Tag Manager container for each issuer’s page, which created a number of scalability issues:
As the number of issuers was constantly growing and contracting, StartEngine sought Avatria’s help to find a solution and process that was more scalable, more consistent, and easier to maintain.
Additionally, StartEngine was using GTM and GA to tracking website behavior internally, but had a number of significant gaps in the data available to them.
For starters, Avatria proposed a massively simplified tagging architecture. Rather than maintaining a unique GTM container for each issuer, we would create a single container to manage all issuer data connections. This offered the following benefits:
Beyond these scalability enhancements, we also implemented best-in-class tracking from the ground up. This work included:
Avatria’s streamlining of the client’s tagging architecture enabled the elimination of 99% of their GTM containers. This significantly improved performance and time spent on maintenance.
Our improvement of their data collection practices increased the accuracy of the reporting for StartEngine’s internal use and for all of the 300+ startups leveraging their platform. This has resulted in a massive decrease in the number of technical issues reported, and a corresponding decrease in the client’s support burden.