Partner Case Overview
A community-focused organization dedicated to education, engagement, and public outreach needed a clear way to measure the impact of its digital ecosystem. With active content across multiple channels, including social media, email, search, and partner networks, the team lacked a unified way to understand how these efforts contributed to donations, memberships, and supporter engagement. They had no visibility into how marketing performance impacted donations. They required a streamlined measurement system that connected their marketing activities to meaningful outcomes.
The Challenge
Before working with ClearGlance, the organization faced several major limitations:
No donation tracking in GA4 or Google Ads, leaving them without visibility into how supporters converted or which channels influenced giving.
Fragmented data sources, making reporting slow, manual, and inconsistent.
Non-standardized UTMs across campaigns, especially email, preventing accurate attribution.
A high volume of content but no centralized measurement, making it difficult to understand which topics or platforms performed best.
Limited clarity in month-over-month performance due to missing tracking and disconnected systems.
Leadership lacked the ability to answer fundamental questions about which outreach and marketing strategies were working and why.
Our Approach
ClearGlance delivered a complete analytics overhaul to unify the nonprofit’s measurement ecosystem:
Full measurement plan + analytics overview
We created a plan outlining specifically which metrics they should consider KPIs and how they would be tracked. This included detailed information on which platforms, filters, and dimensions would be required to have the necessary data.
2. Implemented Full Donation Tracking Across GA4 & Google Ads
We configured accurate event tracking and attribution for donations, memberships, and renewals, something the client had never had before. This unlocked visibility into conversion pathways and campaign impact.
3. Centralized, Automated Dashboard
The new dashboard unified data across GA4, Search Console, social platforms, email, and donation events. It surfaced clear trends in engagement, search visibility, and donor behavior, including their jumps in donations month-over-month and what events triggered these spikes.
4. Analytics Optimization & Data Cleanup
We standardized conversion tracking, improved event structures, and fixed inconsistencies so month-over-month insights were accurate and actionable.
5. UTM Standardization Across All Channels
Email, social media, fundraising ads, and seasonal campaigns were cleaned and aligned. This consistency allowed the organization to finally understand which content themes and channels drove the most engaged visitors and highest conversions.
6. Multi-Channel Integration Strategy
We guided them into connecting their content ecosystem, social → email → website → donation or membership to be able to strengthen pathways that convert audience interest into support.
7. Ongoing Support & Insights
We provided strategic recommendations on the analytics end that helped uncover SEO, campaign performance, donor pathways, and content opportunities.
The Resolution
First-ever donation and membership value tracking inside GA4 and Google Ads, enabling true attribution and performance storytelling.
At least 70%+ reduction in manual reporting time thanks to automation and clean data.
Improved search performance, with stronger rankings and higher CTR for preserve and trail-related queries.
Clear UTM governance, finally giving leadership visibility into campaign-level impact.
Clear insights and data literacy support to better understand their now connected data and turn it into actionable campaigns that lead to steady growth in memberships and donations.
By transforming their analytics, implementing donation tracking, and unifying all digital channels into a single source of truth, our partner was able to move from guesswork to insight-driven decision-making. They now understand which efforts generate donations and memberships, how supporters engage across channels, and where to focus to amplify their mission of protecting nature and inspiring community involvement.
