Tommy’s partnered with us to implement a clean, compliant event tracking setup across key platforms, ensuring their digital campaigns could be measured accurately and responsibly from the start
“Jason's expertise and help has been invaluable to get our paid social tracking properly set up for successful reporting and optimisations across key platforms. This project has given us the reassurance that our analytics are correctly and compliantly tracking events, allowing us to focus our time on planning our campaigns. Jason is always incredibly responsive and swift to answer any questions and provided plenty of guidance and insight throughout the process. I really appreciate his thorough and detailed approach - Jason goes above and beyond to offer solutions to problems faced along the way. I'm very pleased we're now in a strong position to launch campaigns with the peace of mind that they will be accurately and reliably tracked. “
Opportunity
Tommy’s is the UK’s largest charity dedicated to saving babies’ lives through research, advocacy, and support. As the organisation expanded its digital engagement efforts, it needed a reliable and privacy-conscious tracking setup to support performance marketing across advertising platforms like Meta, TikTok, LinkedIn, and Reddit.
The existing infrastructure lacked standardised event tracking and platform-specific configurations, limiting Tommy’s ability to measure campaign effectiveness and optimise user journeys. Additionally, the sensitive nature of some content required careful handling to ensure compliance with data protection standards.
Solution
We implemented a clean, platform-ready event tracking framework using Google Tag Manager, designed to support Tommy’s digital campaigns while respecting user privacy and platform policies.
Key components of the solution included:
Standard Event Tracking Across Platforms
We configured standardised event tracking for Meta, TikTok, LinkedIn, and Reddit using platform-specific event names and parameters.
Privacy-Conscious Implementation
All tracking was configured to exclude parameters that could indicate sensitive personal data, such as medical information.
Pixel Setup
We created new, clean pixels for Meta and TikTok, specifically scoped for Tommy’s main website. This ensured that the new tracking was isolated from legacy configurations, aligned with current campaign goals, and adhered to the platform's terms of service, such as Meta’s data source categories policy.
Results
Tommy’s now has a robust, privacy-conscious tracking infrastructure in place, ready to support its digital campaigns across key platforms. Key benefits include:
Accurate measurement of campaign performance across Meta, TikTok, LinkedIn, and Reddit.
Standardised event tracking aligned with platform best practices.
A clean pixel setup, reducing noise and improving data quality.
This setup ensures Tommy’s can launch and optimise campaigns with confidence, supporting its mission with clear, actionable insight.