The challenge
The team had done almost everything themselves: they built a WordPress website and launched their fundraising campaign. What was missing was knowing what happened after the click. Concepts like the dataLayer, Google Tag Manager and the order in which cookie consent should load each tag were a technical wall. Without them there was no reliable data to decide where to invest, and no guarantee of GDPR compliance.
What we did
First, explain
Before configuring anything, we sat down with the team and used their own site to explain what a dataLayer is, what Google Tag Manager is for and why consent has to come before any tag fires.
Then, build
- A cookie consent banner connected to Consent Mode, so tags load only in the right order.
- Every tag managed in one place, in Google Tag Manager, with donation events sent through the dataLayer.
- Google Analytics 4 to measure visits and donations, with monthly and one-time donors tracked apart, and Microsoft Clarity to see where people hesitate.
- Looker Studio dashboards with the numbers the board needs to see, also useful for grant reporting.
The board's dashboard
An illustration with sample data, laid out like the dashboard the board opens every week.
| Day | Visits | Donations |
|---|---|---|
| 1 | 39 | 1 |
| 2 | 41 | 1 |
| 3 | 31 | 1 |
| 4 | 35 | 1 |
| 5 | 40 | 1 |
| 6 | 43 | 1 |
| 7 | 35 | 1 |
| 8 | 55 | 2 |
| 9 | 53 | 2 |
| 10 | 54 | 2 |
| 11 | 57 | 2 |
| 12 | 74 | 3 |
| 13 | 79 | 3 |
| 14 | 75 | 2 |
| 15 | 92 | 4 |
| 16 | 93 | 4 |
| 17 | 108 | 5 |
| 18 | 100 | 4 |
| 19 | 110 | 5 |
| 20 | 107 | 5 |
| 21 | 97 | 4 |
| 22 | 89 | 3 |
| 23 | 101 | 5 |
| 24 | 94 | 4 |
| 25 | 68 | 2 |
| 26 | 67 | 2 |
| 27 | 71 | 3 |
| 28 | 49 | 1 |
| 29 | 49 | 1 |
| 30 | 48 | 1 |
consent_updateanalytics_storage: grantedpage_view/doardonate_clickbutton: M-Pesadonationvalue: 1500 KES
The results
- Reliable data on visits and donations, collected with consent.
- The team now adds and manages tags in Tag Manager on their own.
- The board follows the campaign on a dashboard, without asking for reports.
What this can do for your organisation
If you already have the site and the campaign but don't know what works, a well-built setup explained to your team gives you answers and independence, without hiring a technical team.