• 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


  • How to Create Calculated Metrics in Google Data Studio with Blended Data Source

    Or How to Create Bespoke Conversion Rates Last week, GDS released a new feature called chart-specific calculated fields. I decided to write a quick post to describe this as the documentation is pretty scarce… The main interest of this feature is that it works with blended data sources. Even if you can’t create a calculated […]

  • Finding Method in Research Madness

    It’s never a bad time to conduct user research. Whether you work on an ecommerce, SaaS or lead generation site – user research is key to understand your users, increase conversions and create an optimal User Experience.   As a UX and Conversion Specialist at FIRST Digital, I frequently run user research programs for my […]

  • Measuring page load speed for single page apps

    Single page apps are always a battle for a robust Google Analytics implementation. From correct page titles, rogue referral problems, to when to fire page views, nothing is inherently simple. To add onto the list of complications with single page apps is the fact that Google Analytics will not provide page timings (once loaded between internal […]