Tracking and data · Charity
Every donation now knows where it came from.
A UK humanitarian charity that raises most of its income online, with its busiest period at Ramadan, can now see which marketing drives donations.
- Client
- A UK humanitarian charity
- Sector
- Charity · Online fundraising
- Services
- Tracking & Measurement, Data & Intelligence
- Role
- Web and tracking
- Status
- Tracking live. Website redesign in progress.
01
The problem
The charity raises most of its income online, peaking at Ramadan, but could not see which marketing drove donations.
The ad pixel was blocked, there was no cookie consent, and ads had no proper conversion tag. Only 12% of website donations reaching the CRM carried any source at all.
What we did
- 01
Technical discovery
Mapped the whole stack: site, CMS, payments, CRM and hosting.
- 02
Tracking audit
Found 16 defects in the existing setup.
- 03
Payments against analytics
Reconciled payments against analytics. Analytics caught about 83% of one-off gifts and none of the recurring renewals.
- 04
One spec that survives a rebuild
Designed one dataLayer, consent and source specification, built to survive the move to a new website.
- 05
Consented tracking
Consent Mode v2, the ecommerce funnel tagged by appeal and giving intention, ad conversions with enhanced conversions, pixel plus server-side events, and first and last touch written into every payment record.
- 06
Tested in every consent state
Tested end to end across every consent state before going live.
- 07
CRM attribution, built safely
Attribution fields, reports and a fundraising sources dashboard built in a sandbox, with a full change log.
- 08
Found the missing payments
239 payments, about £5,500 over 12 months, had silently failed to reach the CRM.
03
The results.
All
New website donations now carry source data in the CRM, up from 12% before.
Tracking defects fixed.
Missing payments found, about £5,500 over 12 months.
Restored
Ad platform events, after being rejected entirely.
Next
Next: the new website.
Design in progress. A donate widget with giving frequencies and giving intention, and a donor dashboard, both built on the same tracking specification so nothing is lost at launch.
What made the difference
Reconciling payments against analytics before touching the tags. It showed exactly what was being missed, and gave the new tracking something to be measured against.
Delivered with Kinsman & Co
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