Overview of our relationship
We have worked with Royal Voluntary Service for over 10 years. The primary focus was originally their search activity, but we’ve since developed the relationship to include being their data partner. Supporting across any of their data needs within digital marketing, and sometimes beyond.
In the last couple of years this has extended into a few sizable projects which have brought considerable improvements to their data.
Migration to GA4
When the move to GA4 was announced, we worked with Royal Voluntary Service to scope and deliver a migration plan for moving to the new system. This included:
- Auditing all existing UA properties and views, and recommendations on which views to move to GA4, and which to leave behind.
- Mirroring equivalent settings from UA within GA4.
- Ensuring the implementation of accurate conversion reporting.
Consent mode integration
In September 2023 the EU announced the DMA which (among other things), moved the accountability on ensuring a users cookie preferences where respected to the worlds’ digital powerhouses.
As a result, Google Analytics and Tag Manager released a new consent monitoring and managing system called consent mode. Consent Mode is (ideally) utilised in GTM and pushes these signals to Google’s systems. Within GTM it can also be used to manage the consent sentiments of users for other platforms.
As part of this work we:
- Consulted with Royal Voluntary Service on the best implementation method for them.
- Implemented consent settings through OneTrust.
- Updated all tags to utilise GTM consent mode.
- Upgraded Google-affiliated tags to utilise Consent Mode V2.
Dynamics365 integration
Royal Voluntary Service moved to integrate Microsoft Dynamics as their CRM integration. As part of this integration, they wanted Dynamics to record data around the user and how they reached the website on the occasion they sign up.
We worked with Royal Voluntary Service and their Microsoft Dynamics partner to develop a brief of tracking and data push requirements.
We then developed a tracking plan – utilising first party cookie integration to push data across both a data layer and the browser URL.
Coordinated with Royal Voluntary Service’s M365 partner to ensure the data was meeting their requirements.
Server-side GA4 and CAPI
In order to improve their data integration and security Royal Voluntary Service asked us to scope out the migration of their tracking setup onto a server (known as server-side tracking). The main benefits for this where:
- Improved data security.
- Improved data ownership as data is regulated on the server before pushed to platforms.
- Allows the utilisation of Meta’s conversion API.
What we did:
- Creation of new server for hosting Royal Voluntary Service’ Google Tag Manager.
- Creation of new server-based GA4 property.
- Implementation of new property on the Royal Voluntary Service GTM.
- MIgration of GA4 conversions on to the server-side platform.
- Optimisation of the new server to minimise cost but maintain data reporting.
- Facebook CAPI.
Ecommerce
Royal Voluntary Service’s primary focus is volunteers, but they run occasional donation-driving activities.
In order to ensure that their activity was driving a positive ROI and driving value for the charity, they asked Uprise Up to implement ecommerce tracking across the variety of ecommerce platforms that they use.
As part of this process, we scoped out the current ecommerce platforms on the website – as well as coordinated on the more ad hoc platforms that they utilised for campaigns and major appeals.
We then tested and implemented ecommerce tracking, including ensuring the accurate attribution of how users go to the site.
- Implemented GA4 ecommerce across multiple donation platforms.
- Optimised data layers to ensure all desired data and attributes were captured.
- Optimised the firing and collection of data for non-Google tags such as Meta.
“Uprise Up has been providing services to support our volunteer recruitment campaigns for 10 years on an ongoing basis, and also support seasonal requirements […] The knowledge within the team is vital to us and the continued success of our campaigns. Our trusted team work proactively to make recommendations and continuously deliver improvements in costs and conversions rates.”
Web Manager at Royal Voluntary Service