As Fight for Sight prepared to scale its digital fundraising efforts, we rebuilt their tracking infrastructure from the ground up, ensuring accurate, GDPR-compliant donation tracking and reclaiming 26% of tracking data via server-side tracking, which enabled their its campaigns to optimise as quickly as possible.
“Jason from Orla Incremental Media is highly professional and completed tracking work for us quickly and to a very good standard. He is very pro-active and managed external partners well. I would definitely recommend using his services.”
Opportunity
Fight for Sight is one of the UK’s largest independent funders of research into vision loss, supporting both scientific innovation and social change.
As the charity sought to strengthen its digital presence and enhance the effectiveness of its fundraising campaigns, it became apparent that its tracking infrastructure required a comprehensive overhaul.
The existing setup had outdated tag configurations and offered limited visibility into key user actions such as donations, form submissions, and lottery ticket purchases. Without a reliable and privacy-conscious data foundation, Fight for Sight risked underreporting campaign performance and missing opportunities to engage supporters more effectively.
Solution
We delivered a full rebuild of Fight for Sight’s tracking infrastructure using Google Tag Manager, with a strong focus on privacy compliance, data accuracy, and long-term scalability.
We integrated CookiePro through Google Consent Mode within GTM, ensuring that all tracking respected user consent preferences. All changes were made in consultation with the client to ensure transparency and alignment with internal policies.
We updated Google Analytics tags to align with Google’s standard event model. This included:
E-commerce tracking for donations.
Consolidation of click events, form submissions, and newsletter sign-ups into standardised events such as click, generate_lead, and sign_up.
A custom video walkthrough and schema to help the client navigate and interpret data in GA4.
We implemented tracking for Google Ads, Meta, LinkedIn, and Reddit, ensuring all key events were captured across platforms.
To enhance data reliability and minimise signal loss, we implemented a server-side GTM container hosted via Stape. We went further by securely pushing hashed user data (e.g., email, phone number) alongside donations and form submissions to improve event match rates and campaign optimisation.
Results
Fight for Sight now has a fully modernised, privacy-first tracking infrastructure that supports its digital fundraising and engagement goals. Key benefits include:
Server-side tracking to reduce data loss by 26%, meaning Fight for Sight can be confident its campaigns are optimising as quickly as possible.
Standardised tracking events that work with Google Analytics out-of-the-box reports, so Fight for Sight can get the insight they need faster.
Multichannel readiness for performance marketing across Google, Meta, and LinkedIn.
Full GDPR compliance through consent-aware tracking and hashed user data transfer, which will boost optimisation even more.
With this foundation in place, Fight for Sight is well-equipped to scale its digital efforts with confidence, backed by a data strategy that respects user privacy while enabling more innovative and more effective fundraising.