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How we helped Sightsavers use Google Analytics data to maximise online fundraising internationally

The Brief

Sightsavers work in more than 30 countries to prevent avoidable blindness, and fight for the rights of people with disabilities.

They tasked RocketMill with enhancing and future-proofing their Google Analytics datasets, enabling them to use data to make informed decisions and maximise online fundraising internationally.

How we did it

  • We started by running measurement workshops with key stakeholders in the digital fundraising team. We produced a measurement framework that clearly articulates digital marketing KPIs, providing Sightsavers a single source of truth for how each KPI is measured and segmented.
  • Next, we audited the Google Analytics and Google Tag Manager configurations. From these audits we recommended new and flexible account structures, providing Sightsavers improved clarity for online fundraising performance at an individual country and aggregated level.
  • Following the audit, we implemented all measurement recommendations in Google Analytics and Google Tag Manager. This included a solution, using the Google Analytics measurement protocol, that prevented duplicate data in Google Analytics and improved data accuracy across all countries.
  • We worked alongside Sightsavers to implement a consent management platform that ensures website data is only collected based on users’ consent preferences.
  • To ensure data could be used to measure digital marketing performance and make informed fundraising decisions, the team at RocketMill produced a suite of automated performance dashboards in Google Data Studio that aligned to the measurement framework.
  • With all the data foundations in place, RocketMill continues to support Sightsavers in further enhancing their measurement capabilities in Google Analytics and Google Tag Manager, upskilling the digital fundraising team via training and workshops, and ensuring early adoption of new technologies such as Google Analytics 4.

The Results

  • A robust, scalable and future-proof set-up of Google Analytics data.
  • Improved data accuracy, by building a customised solution to prevent duplicate data.
  • Consistency in how digital marketing KPIs are measured internationally.
  • Increased awareness of Google Analytics data within Sightsavers.
  • Democratised access to Google Analytics data across Sightsavers.
  • The ability to make decisions informed by Google Analytics data.
  • Demonstrated the critical role of Sightsavers websites as a fundraising and marketing tool.

"It has been a pleasure to work with the RocketMill Analytics team. Forward-thinking and solutions orientated, RocketMill's support has been invaluable in helping to lay the foundations of a robust measurement strategy at Sightsavers. RocketMill has adapted to every challenge we have thrown at them, tailoring their approach to our unique needs and challenges. As a result we have already seen tangible value in their support."

Catherine Prior – Digital Fundraising Insight and Optimisation Lead at Sightsavers