How AXI Finance Used GA4 to Unify Online and Offline Data for Better Business Insights

The challenge
Access Finance faced challenges in maturing their digital capability and increasing productivity. One of their main hurdles was merging online and offline data to make data-driven decisions based on key conversion signals. They also struggled with agility in budget allocation and optimization, and data silos due to a lack of systems integration.

The approach
Our approach to help Access Finance overcome these challenges involved implementing GA4 as a centralized place for data analysis and activation. We also provided consultancy on best practices for utilizing analytics and advertising platforms, and set up the configuration of online and offline data collection. Leveraging the native BigQuery integration unlocked advanced capabilities that the client’s data science team could apply by having access to the raw GA4 data set that combines online behavior and CRM events and conversions.

Partnering with VertoDigital
Access Finance partnered with VertoDigital to help them overcome technical challenges, such as capturing and storing the online identifiers required for the measurement protocol. This allowed data from the CRM to be used to enrich the online dataset. Our engagement included installing features, integrations, API work, and providing consultation and documentation to help the client's development team fully integrate their MarTech stack.

The results
Being able to pass conversions from GA4 to Google Ads allowed the leverage of Approved card signals for smart bidding in combination with a new ML based campaign types. This resulted in 37% reduced cost per approved card and 47% increase in card rate approval. In addition to that, already merged online and offline events allowed the creation of advanced audiences in BigQuery, utilising the native raw data export.

“The convergence of online and offline data is not just a trend, it's necessity for businesses that want to succeed in a rapidly changing digital landscape. GA4 is the key to unlocking the power of this integration, providing a unified view of customer behavior and insights that drive better marketing decisions and ultimately, business growth.”
—Ivan Arnaudov, CMO