Cancer Council NSW

User Behaviour Reveals Valuable Insights


The objective was to gain visibility of the audiences who visited Cancer Council NSW web domains.


Google Tag Manager, Google Analytics 360 and Google Data Studio were deployed to track the user journey and make it easier to explore audience behaviour.


Full visibility of the user journey has identified opportunities for growth and enabled data-driven decisions.

the background

Date: November 2019

Cancer Council NSW wanted to deploy data-driven solutions to understand and simplify their complex user journeys of donors, fundraisers and people affected by cancer.

As an independent charity, they rely on donations from the community as well as peer-to-peer fundraising events to deliver their research, prevention, support and advocacy programs and services.

Each year, tens of thousands of Australians raise funds or donate online through any one of Cancer Council's web domains. This charitable giving takes many forms, including one-off donations, regular giving, gifts in wills or money raised through peer-to-peer community events.

Despite this large volume of web traffic, Cancer Council NSW’s analytics were limited. There was no understanding of each user behaviour as they browsed online and dropped off before converting. Cancer Council NSW knew it was time to get a clearer picture of their user journey across all domains.

the objectives

Track and analyse

Track and analyse
Track and analyse

Track and analyse the user behaviour as they interact with various pages before completing an action online.

Smarter business decisions

Smarter business decisions
Smarter business decisions

Provide useful metrics and reports for smarter business decisions.

the solution

To track the user journey, Datalicious deployed ‘tags’ (snippets of code) on each Cancer Council NSW domain using Google Tag Manager. This provided the data visibility they needed to understand how donors interact with their sites.

Google Analytics 360 (GA 360) was then used to analyse user behaviour. Instead of valuable data constrained within Cancer Council’s different domains, GA 360 broke down the barriers to analysis. This enabled data to be organised and segmented at the desired level of granularity.

To help Cancer Council NSW find answers to complex questions about the audience’s online journey, Datalicious connected their data from GA 360 into Google Data Studio. This reporting and visualisation platform allow combining multiple data sources in one dashboard.

Customised reports can be created to show information like:

  • Total volume and value of funds raised via each domain
  • Gender breakdown of audiences
  • Drop-off rate
  • Most popular time and day to take action

the results

Cancer Council NSW now has the information they need to make informed business decisions backed by user-behaviour data. For the first time, they have a clear sense of the journey of their audiences across a complex network of domains. Many valuable insights have been revealed, including:

  • When it comes to converting, user behaviour varies according to whether the visitor is using desktop or mobile.
  • We measured the performance of different media activity and email as a marketing channel stood out as a top performer, resulting in more conversions.

Importantly, this vital data is now easily accessible. Using Google Data Studio, the Cancer Council NSW can transform data into user-friendly reports that are customisable and highly visual. Team members can edit reports and collaborate in real-time.

With phase one of the Cancer Council NSW project complete, we are now moving to the next stage – understanding channel and campaign level performance. By drilling down into these details, Cancer Council NSW can ensure every marketing dollar counts towards boosting conversions and driving targeted users to donate.

Find the solution to your challenge

Datalicious have been instrumental in the development of our overall website ecosystem and strategy at Cancer Council NSW. Brian Do, Technical Consultant and Parth Vasoya, Web Analyst from Datalicious have displayed true resilience in the deployment of our solutions across very complex journeys and have become an extended part of the team. Their Google expertise have enabled us to take our data capabilities to a new level and we look forward to continuing the great work.

Sarah Calderwood - Digital Marketing Manager, Cancer Council NSW - 2019

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