Case study
Enhancing Digital Insight for the Armed Forces Covenant Fund
How we helped the Armed Forces Covenant Fund optimise their GA4 setup to gain deeper user insights and improve digital decision-making.
The Situation
The Armed Forces Covenant Fund Trust supports members of the UK Armed Forces community, funding initiatives that strengthen the nation's commitment to service personnel, veterans, and their families. With multiple grant programmes and an evolving suite of resources, the organisation needed better tools to understand how users interact with their website and digital offerings.
The Challenge
The Covenant Fund team had previously undertaken introductory GA4 training but remained unsure how to apply this knowledge practically. Their GA4 setup was largely default, tracking only basic events like outbound email clicks and undifferentiated file downloads. With no clear tracking of application forms, programme page visits, or resource engagement, they lacked actionable insights into user behaviour.
Nicola Shayler: “we would really like to be able to better track how people are using our site, what they are clicking on, what they are downloading, what is turning them off and to know which areas we need to do more with."
Recognising this gap, the Trust approached Cyberlogical to help define, implement, and support a strategy that would turn GA4 into a powerful insight tool aligned with their organisational goals.
Discovery & Strategy
Cyberlogical proposed a three-phase engagement including initial discovery, GA4 optimisation and training and support
During the discovery workshop, Cyberlogical worked closely with the Covenant Fund team to map their website audiences and user journeys. These personas helped shape the key questions the analytics setup needed to answer, such as:
What paths do users take before applying for a grant?
Which resources are downloaded most often?
Where do users drop off in the application process?
How effective are CTAs like “Apply Now” and newsletter sign-ups?
Implementation
Based on the discovery findings, Cyberlogical developed and deployed a tailored GA4 implementation strategy. This involved defining specific event triggers and custom dimensions. These updates turned their analytics into a meaningful decision-making tool, allowing Nicola’s team to monitor specific behaviours and better support users across different touchpoints.
Reporting & Dashboarding
To make insights easily accessible and useful across the wider organisation, Cyberlogical recommended and began developing a Looker Studio dashboard. This dashboard consolidated key GA4 data—such as application starts, downloads, and engagement with news and resources—into a clear, real-time interface.
The dashboard aligned with the Trust’s commitment to transparency and evidence-led communication, especially in reporting back to funders and partners.
Training & Support
The final piece of the engagement focused on empowering the Covenant Fund team to independently manage and interpret their analytics. Cyberlogical delivered tailored training. Ongoing support was provided to assist the team in refining their approach as new needs emerged.
Results
Within weeks of implementation, the Covenant Fund gained access to new levels of insight:
Improved conversion tracking
Clearer resource performance
Better audience understanding
Stronger decision-making
This project demonstrated how a well-defined analytics strategy—grounded in user needs and organisational goals—can transform a standard GA4 setup into a strategic asset. The Armed Forces Covenant Fund now benefits from a much deeper understanding of their audiences and can make smarter decisions to support their vital mission.
Nicola Shayler, Head of communications reflected on the experience:
“Cyberlogical have been extremely helpful in helping our organisation to understand GA4 and use it to our advantage. Their process of finding out our needs as an organisation was painless and very intuitive. Their ongoing support in helping us get going with our improved analytics capability has been excellent. Thank you!”
Cyberlogical is proud to have supported the Trust and looks forward to continuing the partnership as their digital tools evolve.
“…Cyberlogical have been extremely helpful in helping our organisation to understand GA4 and use it to our advantage. Their process of finding out our needs as an organisation was painless and very intuitive. Their ongoing support in helping us get going with our improved analytics capability has been excellent. Thank you!”
— Nicola Shayler, Head of Communications, Covenant Fund