Alcivia
Alcivia is a member-owned agricultural cooperative that serves farmers and rural businesses across the Midwest. Focused on a B2B audience, Alcivia provides expert solutions in agronomy, grain, feed, and energy to help agricultural producers operate more efficiently and profitably. With a strong emphasis on partnership and innovation, Alcivia supports its members in navigating the evolving challenges of the agriculture industry.
We worked with Alcivia to enhance their Google Tag Manager setup by adding custom event tracking across 12+ forms, including iFrames, and capturing all key CTA clicks to create a unified user journey. This improved visibility into how users moved through the site and converted.
We also built behavioral audiences in GA4 for retargeting and created a custom-branded Looker Studio dashboard with geo charts and marketing KPIs. The result was clearer insights, better campaign targeting, and streamlined reporting for Alcivia’s marketing team.
OVERVIEW
- THE PROBLEM
GOOGLE ANALYTICS, GOOGLE TAG MANANGER AND MARKETING DASHBOARD
Alcivia faced challenges in tracking user behavior across their website, particularly with over a dozen forms—some embedded through iFrames—and various call-to-action buttons scattered throughout the site. Their existing Google Tag Manager setup lacked the consistency and depth needed to capture meaningful engagement data. As a result, it was difficult for their marketing team to understand the full user journey, attribute conversions accurately, or build effective retargeting strategies.
- THE SOLUTION
GOOGLE ANALYTICS, GOOGLE TAG MANANGER AND MARKETING DASHBOARD
To solve this, we overhauled Alcivia’s Google Tag Manager implementation by adding custom event tracking to all key forms—including those embedded via iFrames—and CTAs across the site. This created a consistent, dynamic tracking framework that captured user interactions and built a complete picture of the customer journey. We also set up GA4 audiences based on behavior for use in retargeting campaigns, and developed a custom-branded Looker Studio dashboard featuring geo charts and key marketing KPIs. This gave Alcivia’s team real-time insights and streamlined reporting to support smarter, data-driven decisions.
Alcivia partnered with us to modernize and streamline their Google Tag Manager (GTM) implementation, aiming to gain a deeper understanding of user behavior and significantly improve marketing performance across their digital ecosystem. Our first step was conducting a comprehensive audit of their existing GTM setup, identifying tracking gaps, redundancies, and underutilized opportunities. From there, we implemented a fully customized tracking solution, adding precise event tracking across more than 12 key forms on the website—including several embedded through complex iFrames—to ensure accurate capture of submissions and user interactions that had previously gone untracked.
Beyond forms, we instrumented all major call-to-action (CTA) buttons across the site, consolidating these events into a unified, end-to-end view of the user journey. This enhanced visibility allowed Alcivia to understand how visitors move through the site, where they drop off, and what drives conversions. With this robust data foundation in place, we created behavior-based retargeting audiences in Google Analytics 4, segmented by actions such as form submissions, specific page views, and CTA clicks. These audiences now power more targeted and efficient paid media campaigns across platforms like Google Ads and Meta, improving both ROI and message relevance.
To further support real-time decision-making, we developed a custom-branded Looker Studio dashboard that visualizes campaign KPIs, geo-location traffic trends, and marketing channel performance. Designed for cross-functional use, the dashboard empowers Alcivia’s internal teams to access actionable insights at a glance—without needing to dig through raw data. By aligning digital tracking with strategic business goals, this comprehensive setup has improved reporting clarity, enhanced campaign agility, and laid the groundwork for continued digital growth.
