Case Study : Virgin Trains

Fine-tuning reporting for Virgin Trains to help drive marketing strategy

How we used Google Tag Manager to correct cross-domain tracking issues and produce more accurate reporting, allowing Virgin Trains to make better informed marketing decisions


The challenge
Virgin Trains was experiencing cross-domain tracking issues that were leading to self-referrals and impacting key business metrics. The goal was to address these in order to fix reporting and drive decision-making.

The approach
Using our experienced in-house team, we developed tag guides to fix cross-domain tracking across Virgin Trains' desktop and mobile sites, and then implemented tags using Google Tag Manager.

The results
Reporting is now much more accurate, with sessions being tracked correctly across domains.This means that Virgin Trains have accurate data around key metrics such as session volumes and average session duration, which they can use to inform future strategy.

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