Tracking Infrastructure Development
Within 8 weeks, create a tracking infrastructure for all constituent data and activity.
San Diego Humane requested hjc’s services in creating a transparent digital infrastructure that tracks all constituent data and activity. The objectives of the infrastructure were to:
- Link donation data (made through Luminate) with Google Analytics to understand the demographics, geographics and the sources of all past, present, and future donations
- Measure the performance of each campaign and online form and improve the results
- Utilize Google Tag Manager to configure the tracking infrastructure for Google Ads and Facebook
The project was to be completed within 8 weeks.
Hjc configured the tracking infrastructure as planned and on time. Through this resource, San Diego Human can now observe donations based on demographic and geographic distribution and by source or medium. Each campaign and form can be evaluated based on their donation performance or other predefined metrics.
All the data is presented through a user-friendly Google Data Studio dashboard. For San Diego Humane, the performance of all their campaigns on Google and Facebook can now be evaluated by tracking the value of donations, creating a valuable resource for future success.