• Sentient Authorized Partner
  • Google Adwords Certified Partner
  • Google Tag Manager Certified Partner
  • Google Analytics Certified Partner
  • Optimizely: Certified Partner

Showcase Harmoney – Google Tag Manager

Google Tag Manager helps Harmoney Gain Deeper Customer Insights and Smarter Campaign Optimisation

Launched in September 2014, Harmoney is New Zealand's first peer-to-peer lending marketplace. Their 100% online marketplace connects New Zealanders who want to borrow money at competitive interest rates with potential investors. Due to strong growth since its launch, Harmoney has become Australasia's largest peer-to-peer lending marketplace. Its key marketing challenge was in tracking the behaviour of different user segments throughout the entire loan application process. As a result of partnering with FIRST, Harmoney gained:

  • Better understanding of its site performance
  • Clearer visibility on its conversion funnel
  • Actionable insights into its customers' behaviour by segment (Customers vs. Non-customers)

Visibility and Value at Every Step

From creating virtual pageviews to track conversion funnel steps by using dataLayers with custom events in Google Tag Manager (GTM) and custom dimensions for user segmentation in Google Analytics (GA) to utilising GA's user ID feature to understand customer cross-device behaviour in desktop and mobile, FIRST was able to pave the way for Harmoney to track and analyse its visitors' behaviour and optimise the online experience.

Tactics deployed

Some tactics deployed to improve resulting performance were:

  • Targeted Google AdWords Remarketing campaigns
  • Insight into loan application process funnel, identifying key drop off points and areas of focus for optimisation
  • Configuring AdWords to exclude certain market segments based on business objectives
"FIRST has been able to quickly audit Harmoney’s site and propose solutions for a more accurate and deeper analytics tracking, especially with the conversion funnel to settled loans.

FIRST and Harmoney continuously work together to leverage Google Tag Manager’s capabilities to further analytics insights, improved media campaign performance and provide a better user experience.“

Glen MacKellaig
Head of Digital Marketing


Contact Details

A. Level 4, 55 Anzac Avenue, Auckland 1010

P. +64 9 920 1740


Get in Touch


  • Ramp Up Results with Research Based Conversion Optimisation

    The true benefit of Conversion Rate Optimisation (CRO) is all about gaining knowledge and optimising every single aspect of your product and customer journey. Having an ongoing structured CRO process that is part of the DNA of your organisation can greatly magnify the benefits of all other marketing activities. The best way to truly optimize […]

  • GDPR: Scope, Consent & Impact on (Analytics) Tags

    It’s coming and let’s face it, whilst we’ve been warned since 2016, very few started thinking about it more than 6 months ago if not later…There are a lot of resources out there trying to translate what GDPR means and how it will impact businesses’ organisation and data management but very few manage to give […]

  • Monitor Your Cross-Domain Tracking with Google Tag Manager and Google Analytics Custom Alert

    This post is not about setting up cross-domain tracking for Google Analytics but let’s have a quick reminder on what it is and how to set it up. Cross-domain tracking is basically adjusting the GA settings to be able to aggregate traffic on and in the same GA property. This is done by […]