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Columbus Direct Travel Insurance Enhanced e-commerce tracking



Enhanced e-commerce tracking enables precise Return On Marketing Investment calculations for Columbus Direct


In Marketing We Trust overhauls e-commerce analytics for Columbus Direct to supercharge their marketing strategy


Precise Return On Marketing Investment calculations

Stronger sales performance

Custom dimensions created to enable stronger sales performance

Stronger sales funnel

Conversion funnel strengthened by identifying blockers

Improved reporting

Enhanced and efficient reporting structure created


Columbus Direct is an international travel insurer, operating in 45 countries. The company was the first insurer to sell travel insurance direct to consumers in the UK. Furthermore, they were also the first broker to fully sell travel insurance online.

Columbus Direct’s Sydney-based team manages the Australian and New Zealand websites, as well as international websites. Catering to customers in Europe and the Middle East, In Marketing We Trust provided content, website, and Google Analytics recommendations. They needed specific help to resolve some technical tracking issues to improve their analytics data. Consequently, they needed to enhance the visibility of their e-commerce tracking and performance.






Improve SEO performance based on percentage of leads and share of market, while guiding senior management on the importance of the function.

Fix legacy issues in Google Analytics relating to browser type and correctly track visits across all relevant country domains

Provide Columbus Direct with better quality analytics data to enhance their marketing strategy

Columbus Direct approached In Marketing We Trust with a request to upgrade the configuration of their Google Analytics account. This included setting up enhanced e-commerce tracking and monitoring.

During our initial audit of their previous set-up, we discovered an issue with the tracking of visits from users on certain browsers. Because the reporting data included traffic from a large number of recognised ‘bots’, analysis of key metrics has been skewed. We also discovered that certain individual country-level domains were not being tracked accurately.

In order for In Marketing We Trust to provide Columbus Direct with a detailed optimisation and content strategy, the company’s Google Analytics configuration had to be updated first. Subsequently, this would provide a clear understanding of traffic patterns and user behaviour.


From the basement to a key sales and marketing channel: Making SEO work harder.

A comprehensive analytics audit to identify the key issues to be resolved

Fully track the user journey with robust configuration of Google Analytics and Google Tag Manager, plus implementation of a third party monitoring tool

Improving the accuracy of Columbus Direct’s data, for Australasia and EMEA, necessitates a comprehensive audit of their Google Analytics account. The process included working through our detailed checklist to ensure data quality and integrity.

While assessing the analytics implementation that Columbus Direct had in place, we discovered the browser-specific tracking issue. After that, were able to rectify it by adding filters for ‘bot’ traffic. Surprisingly, this was not the first time that our analytics specialists had encountered this type of problem. With the prevalence of these numerous and notorious bots, we had the know-how to efficiently resolve the issue.

Furthermore, our investigation led to the identification and resolution of the tracking issues across Columbus Direct’s different country domains.

We were confident that once accurate data starts flowing, we could uncover new opportunities to create value for Columbus Direct. Therefore, we also set up enhanced e-commerce tracking configurations for them to improve the visibility of their marketing performance data.

Converting a previously messy, skewed set of data points into a cleansed and enhanced reporting structure means Columbus Direct now have the clearest picture possible on how their audience moves through the funnel to become paying customers.


In Marketing We Trust’s data analysts would now put their expertise into practice to produce a clean Google Analytics profile.

At this point, traffic is already clearly identified and filtered into relevant segments.

Our GA specialists created a framework for enhanced e-commerce tracking and measurement planning.

Thereafter, they implemented the solutions after close consultation with Columbus Direct’s ANZ and EMEA marketing team.

We ensured the consistency and validity of website visitor data which resulted in identifying previous inaccuracies caused by bots and internal traffic.

Additionally, we enabled the Columbus Direct team to access more detailed data by reviewing and reconfiguring their Google Tag Manager set-up. This would lead to optimised segments, events, and goals which create a clearer, more detailed conversion funnel visualisation.

After that, we introduced new features to the client’s analytics reports via a third-party tool, which provided crucial insights on user journeys through heat mapping and session recording.


With enhanced e-commerce tracking put in place by In Marketing We Trust, Columbus Direct is now able to analyse far more data. This means they have a better understanding of their customer behaviour and the performance of their online products and promotions.

With clearer visibility of their revenue per channel – from a number of trusted affiliates and at page level value – Columbus Direct are now able to easily assign value to the effectiveness of marketing campaigns and individual channels, as well as specific products.

In Marketing We Trust have made it easy for Columbus Direct’s marketing team in Sydney to track each step of their customers’ buying process, from obtaining a quote to purchasing a policy online.

Overall, the enhanced tracking capabilities now in place for Columbus Direct provide:

• Better analysis of each marketing campaign’s effectiveness and impact on bottom line
• Better visibility on revenue per channel, affiliates
• Clear performance analysis for specific products
• Better understanding of conversion funnel for onsite optimisation
• Performance comparisons based on a number of factors

The enhanced analytics dashboards created by our experienced e-commerce specialists enable performance comparisons on a greater number of factors, which provides a better understanding of the conversion funnel. This also gives data-driven insights to inform onsite optimisation decisions.


Precise Return On Marketing Investment calculations

Stronger sales performance

Custom dimensions created to enable stronger sales performance

Stronger sales funnel

Conversion funnel strengthened by identifying blockers

Improved reporting

Enhanced and efficient reporting structure created

I worked with In Marketing We Trust on a number of very diverse projects and was impressed by the variety of skills and expertise they brought to the table. In Marketing We Trust really took the time to understand our business and our needs, and delivered some highly effective solutions as a result.

Antje LauterbachMarketing Manager International, Columbus Direct

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