Network West Midlands & Centro

Network West Midlands & Centro

About Our Client

Network West Midlands is the name that connects all public transport in the West Midlands. Keen to get their website marketing into the dominant position where it belongs, tracking the key actions of users on their website is vital to understanding how users interact with their website and develop a robust marketing strategy.

Without this information, Network West Midlands were reliant on AdWords conversion tracking in order to gauge the success of their Google campaigns. However, issues with the conversion tracking meant that conversions were being tracked incorrectly on the website. Network West Midlands asked Global Search Marketing to analyse their tracking set up and provide more accurate tracking data and to work with Network West Midlands development team to set up ecommerce tracking on the website.

The Importance of Accurate Tracking

Here at Global Search Marketing, we understand how important it is to get the tracking for a website right. Without accurate data it is not possible to make informed marketing decisions and as a result we cannot correctly optimise marketing plans. So we were keen to get the tracking on their website correct in order to inform our marketing of the website.

Setting up tracking is often a job that goes hand in hand with website development, so working closely with Network West Midlands development teams was vital. By providing detailed instructions and being readily available for calls and discussions, we hoped to get the problems resolved swiftly and efficiently.

Strategy 1

Debug Existing Tracking

Strategy 2

Implement New Codes

Strategy 3

Monitor Performance

Checking Existing Tracking

Initially we conducted a full and detailed analysis into the existing tracking on Network West Midlands website. AdWords conversion tracking was on their website and recording a number of key actions. However, it was clear that something was amiss in the code. There was a very high repeat rate for one of the conversion actions. While not always an indicator of an issue with the code per say, the rate of repeated actions warranted further analysis. Following this it was clear that the conversion tracking code had been placed incorrectly on one of the many websites that Network West Midlands operated. Upon identifying this, we spoke to the developers and asked that this code be removed from this page in order to ensure that these numbers could be relied upon to optimise the campaigns.

Adding New Tracking

Having reviewed the existing code it was time to move onto the task of adding to the information available to Network West Midlands. One thing that they were very keen to get set up on their website was Ecommerce Tracking. While AdWords provided the conversion values necessary to check AdWords Return on Ad Spend, in order to check this against other platforms, Ecommerce Tracking was key.

As Network West Midlands had already set up Google Tag Manager on their website, it made sense to utilise this to install ecommerce tracking on the website. Google Tag Manager is an extremely flexible tool when it comes to tracking. While some coding changes can be required in order to pull some information from the website, most can be done without accessing the website code. Adding the ecommerce tracking in this way would have the added benefit of allowing these revenue figures to be used in other tracking as well, including AdWords Conversion Tracking, Bing and others. Working closely with Network West Midlands website developers, we were able to get the necessary information added to the data layer in Google Tag Manager. With this in place, we set up ecommerce tracking.

Ensuring the Tracking Is Correctly Installed

Having completed the above tasks it was vital to ensure that we took the opportunity to evaluate the performance in order to ascertain whether or not the codes had indeed been correctly installed. It’s easy to think the job has been done but as can happen sometimes there are issues and hiccups in the tracking that can lead to the problems. So following the installation of these new codes, Global Search Marketing monitored the tracking and liaised with client in order to ensure that the codes were behaving as expected and that the data coming through was correct.


The correct tracking on a website is vital to understanding the actions of potential clients and ensuring the best return on investment from advertising. By working closely with our clients like Network West Midlands, we strive to ensure that the information we’re acting on and reporting to the client is correct and actionable. As a result of the work done, Network West Midlands now have a clearer understanding of their revenue sources and how best to use their advertising budgets.

    • Categories: Analytics Case Studies