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Case Study

Tracking Infrastructure Development

San Diego Humane Event


Tracking Infrastructure Development 2020


San Diego Humane Society

The Challenge

Within 8 weeks, create a tracking infrastructure for all constituent data and activity.

See the project Our Approach

Our Approach

San Diego Humane Society is an open-admission shelter that aims to advance the welfare of animals and people. They care for 50,000 animals and have helped San Diego become the largest city in the U.S. to keep healthy and treatable animals from being euthanized. They also share their expertise with shelters nationwide so they can save more lives in more communities.
San Diego Humane requested hjc’s services in creating a transparent digital infrastructure that tracks all constituent data and activity.
The objectives of the infrastructure were to:
• Link donation data (made through Luminate) with Google Analytics to understand the demographics, geographics and the sources of all past, present, and future donations
• Measure the performance of each campaign and online form and improve the results
• Utilize Google Tag Manager to configure the tracking infrastructure for Google Ads and Facebook
The project was to be completed within 8 weeks.

The Result

Hjc configured the tracking infrastructure as planned and on time. Through this resource, San Diego Human can now observe donations based on demographic and geographic distribution and by source or medium. Each campaign and form can be evaluated based on their donation performance or other predefined metrics.

All the data is presented through a user-friendly Google Data Studio dashboard. For San Diego Humane, the performance of all their campaigns on Google and Facebook can now be evaluated by tracking the value of donations, creating a valuable resource for future success.

Valuable resource for future success
San Diego Humane Dog
The tracking infrastructure hjc developed for us has been an invaluable resource for the San Diego Humane Society. Through it, we’re able to guide our campaigns with much greater accuracy that will garner even better results.

San Diego Humane Society