Case Studies

Fuel Card

Case Study

Fuel Card

Our tracking amendments increased monthly conversions for Fuel Card by an impressive 63%.

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The Client

Fuel Card are one of the biggest independent agents of fuel cards in the UK, with a growing international presence. Since 2005, Fuel Card have supplied refuelling top-up cards that help agile businesses keep travel costs down.

The Challenge

Fuel Card’s primary challenge was collecting accurate and valuable data to analyse traffic across their various websites. As a global organisation, with several service offerings, Fuel Card received traffic going to and from their different sites for different reasons. Unfortunately, a lack of cohesive tracking tags meant that they were none the wiser as to the nature of this traffic. What was the user journey? Were these users new, returning, or travelling between the Fuel Card websites?

Fuel Card’s conversion opportunities were being hampered by a lack of accurate conversion tracking – that’s where we came in.


Our Strategy

We helped Fuel Card achieve a spike in their conversion rates by optimising conversion tracking throughout their websites. Our strategy allowed accurate tracking between their websites and divisions, giving a complete picture of user journeys and missed opportunities for conversions. This tracking supported our PPC efforts, providing us with valuable user data that was crucial for making a success of the following campaigns:

  • Paid search ads (Google and Bing)
  • Paid social (Facebook and LinkedIn)
  • Remarketing

The Results

We helped Fuel Card increase their clicks and boost their conversions:

  • Conversions – increased by 56%
  • CPA – decreased by 37%
  • Conversion rate – increased by 63%

I’ve always appreciated GSM’s help and support in helping FCS grow in Europe – with some sense of humour as well! I appreciated our catch-ups and they always got back to me quickly on all my queries.

Larisa Guirea, Brand Manager
increase in conversions
increase in conversion rate
decrease in CPA

These increases in conversions occurred across their UK and German divisions – making our conversion tracking optimisation a global success.

Google Premier Partner