One of the largest equity crowdfunding platforms in the U.S., StartEngine sought a scalable and efficient way to help their customers track the performance of their campaigns.
Prior to Avatria's involvement, StartEngine was sending behavioral data from their website directly to their startup customers' (known as issuers) Google Analytics properties. To do so, they had a unique Google Tag Manager container for each issuer’s campaign page, creating numerous scalability issues, including:
Their Google Tag Manager account featured hundreds of containers
The containers weren’t centrally managed; each issuer had an account manager responsible for configuring tags, triggers, and variables, which created serious data consistency errors from issuer to issuer
When a new site-wide feature or trackable event was added, it needed to be propagated across all containers one at a time
Each container required individualized testing & troubleshooting
There was little consistency in the 3rd-party tracking pixels supported, or how they were implemented
- Data consistency issuers - A single set of tags, triggers, and variables was created for all issuers.
- Streamlined process for adding new issuers - Rather than creating a new container (and recreating all required tags, triggers, and variables), a single row would need to be added to a set of lookup tables in the existing container. This took an hours long process and ensured it could be completed in a matter of minutes.
- Simplified process for adding new tracking features or pixels - Development would only need to occur once, and it could be rolled out to all issuers at the same time
- More efficient testing & troubleshooting
- Centrally managed support process
