The problem
Oxfam Ireland’s tracking had grown over the years. There were GA4 properties for the main site, the donation platform, the Shopify store and old test sites, and several looked outdated or inactive. Some Tag Manager containers hadn’t been updated in about five years.
The donate.oxfamireland.org container tracked GA4, Google Ads, Meta, Hotjar and Google Grants. The main oxfam.org container was the one being looked after, but it had grown complicated.
What Andrew did
- Audited Oxfam Ireland’s Google Analytics and Google Tag Manager setup
- Identified outdated, duplicate and inactive properties and containers
- Reviewed the existing tracking and recommended a simpler, more reliable structure
- Audited and set up the GA4 conversions for the website actions and campaigns that matter
Why it matters
When tracking is spread across old properties and containers, nobody can be sure which numbers are right. Oxfam Ireland now has a plan for one clear way of measuring.