Jai Dog Rescue needed its tracking rebuilt from the ground up. We configured consent-compliant donation tracking via Google Tag Manager, implemented full GA4 ecommerce measurement, and followed up with server-side tracking via Stape — giving the organisation accurate, privacy-conscious data on every donation, and stronger signal quality for its Meta campaigns.
“Working with Jason has transformed our understanding of how supporters engage with Jai Dog Rescue online. He took the time to understand both our goals and the challenges we were facing with our tracking, and the improvements he implemented have given us confidence that our donation data is accurate, our tracking is compliant, and our fundraising campaigns are being measured properly.”
Meghan Reilly, Grants & Partnerships Manager at Jai Dog Rescue
Opportunity
Jai Dog Rescue is a Thailand-based charity founded by the Ministry of Sound Group, dedicated to rescuing and rehoming dogs. Running an active Meta advertising programme to drive donations, the charity had the ambition to grow its digital fundraising, but lacked the tracking infrastructure to support it.
Like many smaller charities, Jai Dog's setup had developed piecemeal. The result was a measurement layer that could not be relied upon: consent signals were not being passed through correctly, donation tracking was incomplete, and the data reaching Meta's algorithm was not good enough to optimise against.
A proper implementation was the right foundation for everything that came next.
Challenge
Our initial assessment found a set of issues that, individually, were each causing data loss, and together were significantly undermining the value of Jai Dog's Meta advertising:
Google Consent Mode v2 was not correctly integrated with the existing Cookiebot consent management platform, meaning user consent signals were not reaching the tag layer. Tags were not firing in line with user choices, creating both a compliance risk and attribution gaps.
Donation tracking was absent for both Google Analytics and Meta Ads. The charity was spending on Meta campaigns with no visibility of which activity was driving donations, and no donation value data reaching either platform.
Microsoft Clarity had been installed directly on the site rather than through GTM, outside the consent framework.
With the planned addition of server-side tracking, the existing web container also needed to be restructured to cleanly pass data to a server container and correctly deduplicate events.
Solution
We rebuilt Jai Dog's tracking in two phases, with everything governed through Google Tag Manager.
Consent Mode v2 and Cookiebot Integration
We integrated Cookiebot with Google Consent Mode v2, configured as default-denied, and mapped consent signals into GTM to ensure all tags fire in line with user choices. This brought the setup into compliance with UK GDPR and PECR, and through Consent Mode modelling, preserved a meaningful proportion of attribution data even from users who decline consent.
GA4 and Meta Donation Tracking
We implemented a properly structured GA4 purchase event for donations, passing full ecommerce data including donation value, currency, and transaction ID. Jai Dog's donation platform, Beacon, fires a standard purchase dataLayer event on completion, which GTM picks up directly. The same event is forwarded to Meta Ads. For the first time, campaigns can optimise toward actual donation value rather than a binary conversion signal.
Microsoft Clarity Migration
Microsoft Clarity was migrated into GTM and placed behind the appropriate consent gate, bringing it in line with the rest of the tag setup.
Server-Side Tracking via Stape
We built a server-side GTM container hosted on Stape's EU infrastructure, configured with Meta Conversions API (CAPI) forwarding. The web container was adjusted to pass event data through to the server container cleanly, with browser-to-server deduplication configured specifically for the donation purchase event. Stape's Cookie Keeper extends the lifespan of first-party cookies beyond the seven-day limit imposed by Safari and other privacy-focused browsers, improving attribution and retargeting resilience over time. The Stape account is owned and managed directly by Jai Dog Rescue, with ongoing access independent of any external supplier.
Results
Jai Dog Rescue now has a tracking setup that is accurate, compliant, and built to support the growth of its digital fundraising. Key outcomes include:
Full ecommerce donation data available in GA4 and Meta Ads for the first time, enabling value-based campaign optimisation.
A consent-compliant setup that respects user choices while maximising recoverable attribution through Consent Mode modelling.
Server-side tracking recovers +10% of events that would otherwise be invisible to optimisation, with Meta CAPI providing stronger event matching and improved resilience to browser-side signal loss.
Cookie lifespans extended beyond browser-imposed limits via Stape Cookie Keeper, supporting more accurate attribution and longer retargeting windows.
A single, well-governed GTM container with all tags consent-gated and consistently managed.