Opportunity

akt is a UK charity supporting LGBTQ+ young people facing homelessness or hostile living environments.

As akt expanded its digital presence, it needed a compliant and reliable tracking setup to measure key actions such as donations, fundraising form submissions, and live chat interactions. The existing infrastructure lacked integrated consent management and had limitations in tracking due to third-party platforms and platform-specific restrictions.

Without addressing these issues, akt risked non-compliance with GDPR and lacked the visibility needed to optimise campaigns and engagement strategies.

Solution

We delivered a privacy-first tracking solution using Google Tag Manager, ensuring compliance and enabling accurate measurement of key user interactions - including full e-commerce donation tracking.

Key components included:

• Cookie Consent Implementation: Installed a cookie consent banner in line with GDPR requirements, using CookieFirst’s Plus package as the recommended solution. We then integrated Google Consent Mode to ensure all tracking respected user consent preferences.

• Rebuild of Google Tag Manager Container: Streamlined the GTM container and ensured all tags were integrated with consent logic. Donations now have full e-commerce tracking, capturing transaction details and parameters for accurate attribution.

• Cross-Platform Event Delivery: Pushed tracked events to Meta, TikTok, and Reddit for campaign optimisation. We also advised akt on Meta’s restrictions for content categorised under “Sexuality or gender identity”, highlighting potential limitations on donation tracking.

Results

akt now has a GDPR-compliant, streamlined tracking setup that supports its digital engagement and fundraising goals. They were able to run their upcoming Winter appeal campaign with full confidence in the tracking, knowing they were optimising their digital ads to achieve the best possible return on investment.