project:
PLAYUP & DRAFTSTARS
Background
PlayUp and Draftstars are leading online gambling platforms known for their innovative approach to sports betting and daily fantasy sports. With a diverse user base and a variety of betting categories, they sought to gain deeper insights into user behavior and optimize their marketing strategies.
The Challenge
PlayUp and Draftstars needed a comprehensive analytics overhaul to:
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Track user journeys through the sign-up process and various betting activities.
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Understand user engagement across different betting categories.
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Measure marketing ROI from various channels.
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Track first deposits to gauge user conversion and retention effectively.
The Solution
Sense Data Lab crafted a comprehensive implementation strategy covering both GA3 and GA4:
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In-Depth User Journey Tracking: Implemented robust tracking for user navigation through the sign-up funnel and platform usage, providing clear visibility into user interactions and behavior.
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Category-Specific Insights: Analyzed user activity across various betting categories to understand which segments drove the most engagement and revenue.
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ROI Measurement: Correlated user acquisition channels with on-site behavior to determine which marketing campaigns delivered the best ROI, helping refine their marketing spend.
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First Deposit Tracking: Provided clarity on conversion rates from new sign-ups to first deposits, giving PlayUp and Draftstars a clear view of user value and lifecycle.
Results
This strategic implementation resulted in:
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Enhanced User Insights: A clear, data-driven understanding of user journeys, from registration to placing bets, enabling targeted improvements.
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Optimized Marketing Spend: Greater clarity on which marketing channels and campaigns were driving high-value users.
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Improved Conversion Rates: Insights into the sign-up and first deposit process led to strategic improvements in user onboarding.
By partnering with Sense Data Lab, PlayUp and Draftstars now have a robust analytics foundation that delivers actionable insights, driving smarter business
James is extremely knowledgeable and has been very helpful in getting our business setup across the Google suite. He offers outstanding, professional service and is always a pleasure to work with.