Building a Best-Practice GA4 Analytics Solution Across Two Wealth Management Brands
Analytics
Finance
- Google Analytics 4 Implementation for Web and App
- Data Layer Design and Specification
- TealiumIQ Tag Management Consolidation
- Looker Studio and Google Explorations Dashboards
- Cookie Management, Privacy Compliance and GA4 Training
2 brands
one measurement framework across the group
3 platforms
two new websites and a new mobile app
Full-funnel visibility
registrations to deposits, measured end to end
Evelyn Partners is the UK’s leading integrated wealth management and professional services group. Appointed as its analytics partner in early 2022, Koios led the move to a best-practice Google Analytics 4 solution across the group’s two main brands — Evelyn Partners and Bestinvest — covering two new websites and a new mobile application, and consolidating measurement into a single governed setup.
Shortly after the appointment, the client launched new websites for both brands. Essential data visibility had to be live on launch day, while the longer build towards a full best-practice analytics solution ran in parallel — with a new Bestinvest mobile application already on the roadmap behind it.
The existing estate added its own complexity. Two tag management systems, Tealium and Google Tag Manager, were running side by side and needed rationalising into one. Without that, every future measurement change would have had to be implemented twice, and reporting across the two brands would never have reconciled.
Stakeholder sessions across marketing, UX, product and analytics teams established the must-have data requirements for the core journeys — registrations, account opens, deposits and transfers. These were implemented in TealiumIQ and configured in Google Analytics in time for the website launches, giving the business immediate visibility of the journeys that mattered most.
In parallel, a digital data health check combined Tealium and Google Analytics audits with workshops comparing the client’s data ambitions against current visibility. That produced the plan for the full GA4 solution across web and app, starting with a data layer specification covering every data point the identified requirements demanded. Koios briefed and supported both partner and internal development teams through the build, testing cyclically against each release and feeding findings back into the specification.
With the data layer in place, implementation ran through TealiumIQ and was configured in GA4, integrated with the wider marketing technology stack, and surfaced through dashboards and scheduled reports in Google Explorations and Looker Studio. Koios also advised on and implemented cookie management and privacy law requirements, and delivered GA4 training to internal stakeholders alongside a collaborative process for handling future journey updates. The engagement continues as ongoing analyst and technical support, working as an extension of the client’s insights and digital analytics team.
- Best-practice GA4 solution across both brands Evelyn Partners and Bestinvest now run on a single, governed GA4 implementation spanning two websites and a mobile app.
- Launch-day data visibility Core journey tracking went live with the new websites, so no launch period passed without measurement of registrations, account opens, deposits and transfers.
- Tag management consolidated into one system Tagging moved onto TealiumIQ alone, removing the duplication and reconciliation problems of running two tag managers in parallel.
- Full visibility of channels and customer journeys Marketing channel performance and end-to-end customer journeys are now measurable across both brands, including e-commerce journeys and conversion goals.
- Self-serve reporting for business stakeholders Looker Studio dashboards and scheduled reports put performance metrics directly in front of the teams that act on them, without an analyst in the loop.
- Insight driving journey optimisation The insights generated are pinpointing where journeys can be optimised and customer experience improved, informing ongoing development priorities.
- Privacy compliance and internal capability Cookie management and privacy requirements were implemented alongside GA4 training, leaving internal stakeholders able to work in the platform directly.
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