Ark
CALP Network – Implementation of analytics reporting approach across online channels
2023 – ongoing
The CALP Network includes 90 organisations engaged in policy, practice and research in humanitarian cash and voucher assistance (CVA) and financial assistance more broadly.
We were commissioned by CALP to design a comprehensive new approach to website analytics and reporting that provided them with a much richer set of data, new tools for reporting, and a simple way to share insights internally.
Migration to Google Analytics 4
We were approached by CALP in early 2023 as they had a pressing need to migrate to Google Analytics 4 (GA4) in advance of the discontinuation of the previous version, Universal Analytics (UA), later that year.
GA4 has many significant differences to UA, particularly around ‘event tracking’, the collection of data about users’ specific interactions with a website. GA4 is much more flexible in this respect and CALP wanted to use the migration as an opportunity to go back to first principles with the approach.
Drawing on structured data from the website
A key activity for CALP is the dissemination of information around cash and voucher assistance in humanitarian context. They wanted to report on various relevant attributes of resources and publications. We used data layer variables and custom dimensions to send additional metadata (such as author name and affiliation, related countries, regions, demographics, languages, organisations, sectors, etc) to GA4.
We designed the data schema, liaised with developers to make website code changes, and configured Google Tag Manager and Google Analytics to enable this.
Looker Studio dashboards for reporting
We built an extensive automated reporting approach using a combination of Google Sheets, Supermetrics and Looker Studio. We identified the various users of data and the information they needed. We also worked with the client to derive performance metrics that aligned to their organisation and communications strategy.
The dashboards provide users with a simple and visual way of accessing the data they need. They can explore via date selectors, drill up and down, and apply multiple filter choices to get exactly the information they need. We’ve also made the historic Universal Analytics data available in an easy to access format too.
Bureau has become our indispensable partner in achieving a unified view of fragmented digital marketing data, significantly reducing manual collation. They are not merely experts in analytics and reporting; they also possess a profound understanding of our sector and needs. Their approachability, can-do attitude, and flexibility make working with them exceptionally pleasurable.