Non-profit tech

Givematch

Referral-driven giving, instrumented 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 platforms, one schema

I configured Google Analytics and then Mixpanel, working from a single event mapping document so the two never disagreed about what a donation was.

Implement, audit, then deploy

Events went in with the developers, were audited against live traffic, and only then went to production. The audit is the step people skip and then pay for later.

Backfill the history

We pushed historical events into Mixpanel so the reporting did not start from zero. That made year-on-year comparison and retention analysis possible from day one rather than twelve months later.

A note on attribution

Analytics engagement. No conversion-rate claim is made here because the work was instrumentation, 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.

What I took from it

Backfilling history is unglamorous and 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?

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