Case Study: TransUnion achieves 50% lower cost per transaction and 65% higher conversion rate with Google Analytics Solutions

TransUnion reduces costs and improves conversions with Google Analytics 360

TransUnion, a global provider of credit information serving half a billion users, wanted to find more customers while cutting waste in its AdWords and DoubleClick campaigns. Working with agency Digitas and as a long-time Google Analytics 360 customer, the company used Analytics 360 behavioral data to rethink remarketing and make its search and display marketing more efficient.

TransUnion created focused audience lists — separating new visitors who abandoned credit applications from converted users and building five engagement-based segments for programmatic buying — then used RLSA and Analytics 360-powered lists in DoubleClick. The result: a 65% higher conversion rate for new customers, 58% more revenue per transaction, nearly 50% lower cost per transaction, 50% lower CPC for existing customers, RLSA visitors who viewed twice as many pages and lower bounce rates, and the highest total conversions and revenue with the second-lowest eCPA among its display efforts.

TransUnion

Ken Chaplin

CMO