Non-profit tech

Givematch

Referral-driven giving, with tracking set up properly, including the years before I arrived.

The company

A donation platform built on referral: give, bring two friends, and a matching pot doubles your donation. The referral mechanic is the product, so the referral data had to be exact.

The brief

Deploy a fully mapped analytics setup and the visualisations on top of it.

Worked in

GA4MixpanelTag Manager

What I did

Two tools, one plan

I set up Google Analytics and then Mixpanel, working from a single tracking plan so the two tools never disagreed about what a donation was.

Set up, check, then launch

The developers added the events, I checked them against real traffic, and only then did they go live. Checking is the step people skip, and then pay for later.

Load in the history

We pushed past events into Mixpanel so the reporting did not start from zero. That made year-on-year comparisons and retention analysis possible from day one, instead of twelve months later.

A note on attribution

This was an analytics project. I do not claim a conversion result because the work was about tracking, not optimisation.

What came of it

Results.

A single event schema serving two analytics platforms, audited against live traffic before release

Historical data backfilled, so year-on-year and retention reporting worked immediately

Traffic, acquisition, funnel and behavioural-flow reporting across the whole journey

Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.

“Gio transformed the face of our company: we wanted to take metrics and analytics seriously, and Gio carried us smoothly through that process, and we're a different company today because of it.”

Ismael Dainehine · Founder, MyTenNights and Givematch

What I took from it

Loading in the historical data is not glamorous work. But it is the difference between a dashboard you can act on this quarter and one you have to wait a year to trust.

Something similar, at your company?

If I am not the right fit, I will say so on the call and tell you who is.

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