A User-Led GA4 Measurement Framework for Kingdom Bank

The Brief

Kingdom Bank approached us with a simple but important goal: they wanted to understand how their website visitors were behaving. From first-time visitors to potential customers ready to open a bank account. However, internally they wanted a sense check if the data they were analysing was accurate.

Without foundations, wrong decisions will be made.

Our Approach

Building Trust with Data

Before diving into insights or optimisations, we started by educating Kingdom Bank on the importance of having accurate, reliable data. An audit of their existing Google Analytics 4 setup revealed significant issues with incorrect data collection, which was leading to unreliable reporting.

To fix this, we completely reconfigured their tracking setup, focusing on three key steps:

Step 1: Understanding Goals and Objectives

We kicked things off by sitting down with the Kingdom Bank team to understand their goals. What did they want to achieve? What behaviours did they want to measure? These discussions led to the creation of a Measurement Framework – a framework that tied their business objectives to measurable metrics across the entire user journey.

Step 2: Translating the Framework into tracking technical solutions

With the framework ready, we translated it into a technical plan for Google Analytics 4. We worked closely with Kingdom Bank’s Dev agency to translate the key goals and objectives into technical solutions. This included:

• Google Tag Manager Setup: Configuring the GTM container to handle all tracking needs ensuring we are following best practices and custom set ups that works for Kingdom Bank
• GA4 Configuration: Setting up Google Analytics platform to ensure accurate and useful data collection whilst adhering to Kingdom Banks governance regulations
• DataLayer Briefing: Writing detailed instructions for developers to implement the necessary tracking code – DataLayers are a great way to fully personalise the tracking to work for what we want to collect.

Step 3: Visualising the Data for Future Insights

Finally, we focused on making the data easy to use. We created a custom Looker Studio dashboard, fully tailored to Kingdom Bank’s goals and stakeholder needs.

• This dashboard gave the team a clear view of how the website is performing and helps them share insights across the organisation.
• To support future-proofing, we also provided technical documentation that ensures their team can maintain and build on the setup.

The Results

By putting in place a user-led Measurement Framework, Kingdom Bank now has greater visibility of how people interact with their website.

The accurate data collection allows their team to confidently identify user behaviour patterns and explore deeper insights for improving the user experience.

This project has fueled us to work with Kingdom Bank in an Optimisation opportunity spotting project. combining the new data colleciton with user research, to help Kingdom Bank identify new opportunities for website optimisation.