Using Google Analytics 3 with Encompass Consumer Connect
Using Google Analytics 3 with Encompass Consumer Connect Guide
Google Analytics event tracking is a feature within Google Analytics that lets you monitor almost every action a site visitor or borrower takes on your site—such as when they entered the site, submits a loan application, enters the borrower portal, and so on—regardless of their point of entry. Google Analytics also allows you to capture custom elements, such as Instance ID, Workflow ID, and so on, through Custom Dimensions. You can use the data captured by Google Analytics to gauge the effectiveness of your site, configurations, marketing campaigns, and so on.
Google Analytics 3 will be deprecated in July 2023 so we recommend adding your GA4 code to your Encompass Consumer Connect site or embedded borrower widget site as soon as possible. To learn how to add your GA4 code to your site or embedded borrower widget site and for more information about tracking events with Google Analytics 4, see the Using Google Analytics 4 with Encompass Consumer Connect Guide.
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Learn How to Get Started with Google Analytics
Support
Google Analytics event tracking is supported on Consumer Connect sites and embedded borrower widgets for SSO and non-SSO sites.
Get Started with Google Analytics
To take advantage of Google Analytics tracking with your Consumer Connect site, a Google Analytics account is required.
If you do not have a Google Analytics account, go to google.com/analytics, and click Get started today to create one. If you already have a Google Analytics account, click Sign in to Google Analytics.
Get Your Tracking ID
You will need your Google Analytics Tracking ID or Tracking Code to set up tracking on your site. Your Tracking ID is an alphanumeric identifier with this format: UA-000000-0.
There are two versions of Google Analytics: Universal Analytics (GA3) and Google Analytics 4 (GA4). Consumer Connect currently supports Universal Analytics (GA3) and Google Analytics 4 (GA4).
To get your Google Analytics Tracking ID:
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Click Admin in the lower left corner.
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Select the desired Account and Property.
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In the Property column, click Property Settings.
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Your “UA-” ID appears at the top of the Property Settings page. In the following example, the Tracking ID for RosewoodLending-Prod is UA-0000000-2.
Add Google Analytics Tracking to Your Site
The steps for adding Google Analytics tracking to a regular Consumer Connect site and embedded borrower widget site are different.
Adding Google Analytics Tracking to Your Site
To add Google Analytics tracking to your site:
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Click SEO.
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The SEO settings panel opens. Use the scroll bar on the right to bring the Google Analytics Account field into view.
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Enter your Google Analytics Tracking ID.
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Click Save, then Publish your site’s changes.
Google Analytics Code in the Footer
Sites with verification and analytics tracking codes in the Footer Code area of the Website Builder SEO settings panel, will provide metrics concerning the top-level site as a whole. It will not provide metrics concerning individual pages of the loan application, events, or custom dimensions.
Adding Google Analytics Tracking to Your Embedded Borrower Widget
To add Google Analytics tracking to an embedded borrower widget:
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Select the borrower widget site to edit from the drop-down list at the top of the page.
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In the left-navigation menu, click Borrower Portal.
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In the Google Analytics Account field, enter your Google Analytics Tracking ID.
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Click Save.
After saving your changes, the Google Analytics tracking code is applied to the borrower widget. The code snippet does not need to be regenerated or updated.
Verify Google Analytics Event Tracking is Working
Google Analytics can take 24-48 hours to return tracking data from your site. In the meantime, you can verify that your Tracking ID is working by checking the Realtime reports. Realtime reports show activity as it happens on your site. Reports are updated continuously and each hit is reported seconds after it occurs. For example, you can see how many people are on your site right now.
To verify Google Analytics is working:
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In the Admin, select the desired Account, Property, and View.
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Under Reports in the left navigation menu, click Realtime, then select Overview.
If Google Analytics has started tracking events on your site, the Realtime report will show the number of active users on the site in the last five minutes.
If there are no active users recorded, open your site in another browser window and click around—the report should show at least one active user.
Learn About Events Tracked on a Consumer Connect Site
The default events captured by Google Analytics for Consumer Connect sites are listed in the table below. You can also configure Google Analytics to capture non-quantitive data from Consumer Connect sites and users such as the instance ID, site ID, user role, loan GUID, and so on using Custom dimensions & metrics. For more information, see Customize Tracking.
Consumer Connect User Events
The following table lists and describes the default user events captured by Google Analytics on a Consumer Connect site.
| Event | Description | Notes |
|---|---|---|
| 1003 STARTED | Borrower starts a new loan application (clicks Apply Now). | |
| application.resume | Borrower logs into their account and resumes an application in progress. | |
| application.save | Borrower clicks Save in the loan application. | |
| application.save.auto | Auto saving of the application. | |
| application.submit | Borrower submits application to Encompass. | |
| acctManagement.accountCreated | Borrower creates an account. | This event is tracked on non-SSO sites only. |
| acctManagement.optRequest | Borrower requests OTP as part of password reset experience. | This event is tracked on non-SSO sites only. |
| acctManagement.optVerified | Borrower verifies OTP as part of password reset experience. | This event is tracked on non-SSO sites only. |
| acctManagement.passwordChange | Borrower successfully changes password as part of password reset experience. | This event is tracked on non-SSO sites only. |
| acctManagement.passwordRequest | Borrower forgets password. | This event is tracked on non-SSO sites only. |
| acctManagement.passwordSet | Borrower goes through setting up new password experience. | This event is tracked on non-SSO sites only. |
| acctManagement.profileUpdate | Borrower changes their name, phone number, or any other account information. | This event is tracked on non-SSO sites only. |
| acctManagement.verificationResendRequest | Borrower requests a new verification email. | This event is tracked on non-SSO sites only. |
| acctManagement.usernameRequest | Borrower forgets username. | This event is tracked on non-SSO sites only. |
| consent.loan | Borrower access eConsent on a loan | |
| consent.package | Borrower accepts eConsent for an individual package. | |
| econsent.accepted | Borrower accepts eConsent on a loan | |
| econsent.declined | Borrower declines eConsent for an individual package. | |
| loan.view | Borrower views a loan in borrower portal. | |
| service.assets | Borrower completes online asset verification. | |
| task.upload | Borrower uploads document to a task in borrower portal. |
The Behavior Events reports in Google Analytics display the events tracked on your Consumer Connect site. To access these reports, click Behavior in the left navigation menu, then click Events.
The report below is an example of an Events Overview report, which shows a high-level overview of event metrics.
You can capture information on your Consumer Connect site that is not automatically tracked by Google Analytics by creating custom dimensions. Adding custom dimensions to your Google Analytics property can improve the quality of your reports and help provide deeper insight into the effectiveness of your site and marketing campaigns.
Custom dimensions can be created for the following Consumer Connect attributes:
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Encompass instance ID
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Consumer Connect site ID
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Role of the logged in user
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Loan GUID
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Workflow ID
Consider the following before creating custom dimensions:
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Custom dimensions are set at the property level in your Google Analytics account. You must have the Editor role on the property to create or edit custom dimensions & metrics.
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After creating the custom dimension, the tracking code must be updated on your Consumer Connect site (Consumer Connect Website Builder tool > SEO page, or for embedded borrower widgets, Consumer Connect Admin > Website Builder).
For more information and detailed instructions on creating custom dimensions, see the Google Analytics Help article for Custom dimensions & metrics.
View Tips for Analyzing User Engagement
Check Borrower Bounce and Drop-Off Rates
The Bounce rate and drop-off rate tell you how many site visitors or borrowers viewed and exited your site. The reports will also show you which page has the highest drop-off rate.
To check the bounce rate, go to Reports > Behavior > Site Content > All Pages. The Bounce Rate column displays the bounce rates for each page.
To check the drop-off rates, go to go to Reports > Behavior > Site Content > Exit Pages.
Track Your Campaigns
At this time, Consumer Connect does not allow connections to any specific social campaigns or online marketing campaigns for Google Analytics to track. You can get around this and track any marketing campaign by having a loan application workflow for each campaign and utilizing the Workflow ID custom dimension for tracking and reporting. Say for example, you have a campaign called Ad Campaign 1, you would create a new loan application workflow for this campaign and give it the same title, Ad Campaign 1. Add the workflow to your site and drive all traffic from your Ad Campaign 1 to the workflow. Google Analytics will track the campaign as a Workflow ID custom dimension.
You may want to consider running multiple workflows and campaigns simultaneously on your site. The Custom Dimensions to filter lets you organize the data in the report according to the workflow ID. The report will show the workflows that are having higher and lower start rates or submission rates, giving you visibility into the effectiveness of your campaigns.
To view Workflow ID Custom Dimension metrics, go to the All Pages report by clicking Behavior > Site Content > All Pages. Sort the report data by Custom Dimensions > Workflow ID.
Tracking Workflow IDs in Encompass
Something else to consider is that Encompass captures the workflow ID sent with loan files submitted from Consumer Connect sites. The workflow ID is mapped to the Encompass field Workflow ID (field ID 4685), which is available in the Encompass Reporting database and can be added to custom input forms and reports.
You can create a report in Encompass based off the Workflow ID field. The report would list all the loans created from a given workflow ID. If the workflow ID is connected to a specific online campaign, then you can see which loans moved from Consumer Connect into Encompass and the progress of the loan in Encompass (i.e. Underwriting, Closed, Funded, etc.).
About the Workflow ID Field in Encompass
The read-only Workflow ID field (field ID 4685) is located on the Source section on the Borrower Summary – Origination and the Borrower Summary – Processing input forms.
Consider Split Testing
Split testing, also known as A/B testing, is a good way to compare multiple workflows with different experiences. Similar to campaign tracking, you would use the Workflow ID custom dimension to track the effectiveness of your loan application workflows.