Opportunity

Christian Aid, one of the UK’s leading international development charities, needed a reporting solution that could bring clarity to its complex digital ecosystem. With multiple websites, diverse campaign activity, and a wide range of stakeholders, the organisation required a unified reporting framework that could surface meaningful insights across fundraising, advocacy, and engagement efforts.

However, the existing data infrastructure presented challenges. Inconsistent UTM usage, legacy tracking configurations, and a lack of standardised event data made it difficult to produce reliable reports. Without addressing these issues, any dashboards would risk being incomplete, misleading, and unfit for decision-making.

Solution

We delivered a comprehensive reporting solution centred on Looker Studio dashboards, underpinned by a custom-built UTM governance process and a detailed tracking audit.

Key components of the solution included:

Custom UTM Generator & Governance Process

We designed and implemented a new UTM standard and built a custom Excel-based UTM generator. This tool enforced consistent naming conventions, introduced product-based short codes, and aligned with Google’s default channel grouping schema, ensuring clean, filterable data across all campaigns.

Tracking Audit & Consultation

We conducted a full audit of the existing Google Tag Manager and GA4 setup, identifying gaps in event tracking, consent compliance, and data layer structure. This informed a roadmap for improving data quality and funnel readiness.

Dashboard Design

We developed a suite of Looker Studio dashboards tailored to different audiences:

• An Executive Dashboard for high-level performance summaries.

• An Operational Dashboard with advanced filtering by channel, source/medium, and campaign.

• Replicable templates for Emergency Appeals and Key Moments, enabling internal teams to generate campaign-specific reports with minimal effort.

Funnel Integration

We created GA4 funnel explorations for donations, fundraising, and resource downloads. These were linked directly into the dashboards to provide a cohesive view of user journeys.

Training & Handover

We delivered recorded walkthroughs and documentation to ensure internal teams could confidently use, replicate, and adapt the dashboards over time.

Results

Christian Aid now has a scalable, insight-driven reporting framework that supports both day-to-day optimisation and long-term strategic planning. Key benefits include:

• A unified view of digital performance across multiple platforms and domains.

• Reliable, channel-specific reporting powered by a consistent UTM structure.

• Funnel-based insights into user journeys, from donation to engagement.

• Empowered internal teams with tools and training to manage reporting independently.

With this solution in place, Christian Aid is better equipped to measure impact, optimise campaigns, and communicate results, supporting its mission with clarity and confidence.