Vision Australia: Carols by Candlelight
Transformed digital fundraising tracking with a seamless cross domain solution that connects user journeys, payment platforms, and analytics.
The Challenge
Vision Australia's annual Carols by Candlelight fundraising event drove significant traffic, but accurately tracking the digital donation journey was consistently challenging. The user path for making a donation required jumping across multiple domains: from the main campaign site (givetocarols.com) to third party payment platforms like Charidy or MyStar.
This fractured user experience resulted in major data integrity issues. Inconsistent attribution caused Google Analytics to credit donations to "direct traffic" rather than true marketing channels, and revenue reporting was disconnected from the originating campaigns, making reliable performance analysis impossible.
Project Details
Our Approach
We developed a comprehensive transformation strategy that touched every aspect of the customer experience—from brand identity to platform architecture.
GTM & Donor ID Implementation
Deployed a solution using Google Tag Manager to successfully read unique donor identifiers from the thank you pages of third party payment platforms.
API Data Query
Implemented targeted API calls triggered on donation thank you pages to query the final donation amount and unique ID, bypassing standard cross domain linking limitations.
Cross Platform Unification
Successfully bridged the gap between the main campaign site and external platforms, securely sending precise, verified transaction data back to Google Analytics.
GA4 Migration
Managed the transition to Google Analytics 4 (GA4), ensuring the new setup correctly captured cross domain conversion events as purchase events.
Data Validation
Ensured complete revenue tracking continuity to provide a secure and future proof foundation for the organisation's digital analytics.
Actionable Reporting
Developed dedicated dashboards that harmonised data from all key donation site URLs, enabling easy comparison of Traffic, Conversion Rate, and Revenue.
Results That Matter
The transformation exceeded expectations across every metric, establishing the client as a market leader in digital financial services.
Ready to create your success story?
Every great transformation starts with a conversation. Let's explore how we can help you achieve measurable impact.
