They say data is the new oil, and although this is a tired and trite saying, it’s beginning to ring more true every passing year. Before we even began, we looked into the conversion targeting strategy, to ensure we knew who we were targeting, and that results would be properly recorded. The charity had a strict rule on zero access to customer data, so uploading custom audiences to facebook ads manager was ruled out early on. Sad times, but that’s how the cookie crumbles sometimes.

Google Tag Manager + Tracking

The main concern was that conversion targeting wasn’t set up, meaning donor information wasn’t flowing through the pixel to train it on what a donation even was. Equipped with this knowledge, we set a top Regent developer that task of sorting out conversion targeting for the client. It was tricky, as they redirected to a third party payment provider, but using Google Tag Manager, we managed to crack it and ran several tests using facebook’s pixel helper to show the exact £ amount was being picked up by the pixel.

Google Tag Manager was then used to make custom triggers that told the pixel when someone dwelled for more than 3 minutes (deep browsing) and scrolled 75% down the page, which is a valuable metric for anyone reading a project page before donating.