CAMRA (Campaign for Real Ale) is a consumer organisation based in St Albans, which promotes quality ales and ciders and campaigns on the importance of pubs. Founded in 1971, it has almost 200,000 members.
When CAMRA approached Distinctly for analytics expertise, they had separate profiles for each of their three websites which needed clearing up and streamlining. We had two aims – improving tracking of channel-specific traffic, and producing three bespoke dashboards which could aggregate analytics data across to produce useful business information.
What we delivered
Where it was impossible to attain clear, accurate data across three separate websites, we used Google Tag Manager to reinstall Google Analytics profiles on them all. This set up tracking for phone calls, emails, form submissions and purchases and minimised the workload for CAMRA’s own developers.
CAMRA’s websites were experiencing self-referral issues when tracking information was lost as customers crossed domains. We resolved these to ensure the original traffic source was retained – as well as resolving a similar problem with purchases, where payment would be attributed to the point of sale rather than the traffic source.
Using Google Data Studio, we created highly bespoke dashboards for all three websites, which would highlight useful data on traffic sources and what users did once on the site. This included users’ locations, their age and gender and what content they consumed most frequently.