Covenant fund
- Analytics, measurement & cookies
- Client
- Covenant fund
- Sector
- Charity
- Services
- Analytics, measurement & cookies
The challenge
What we were asked to solve
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 a growing range of resources, the Trust needed a better understanding of how people were using its website. The team had completed introductory GA4 training but weren't sure how to put it into practice. Their 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 had no actionable insight into user behaviour. As Nicola Shayler, Head of Communications, put it: "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."
Our approach
Understand, engage, convert
Step 01
Understand
We started with a discovery workshop, working closely with the team to map their website audiences and user journeys. These personas shaped the questions the analytics needed to answer: - 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 calls to action like "Apply now" and newsletter sign-ups?
Step 02
Engage
Based on what we found, we designed and deployed a tailored GA4 setup, with specific event triggers and custom dimensions for application starts, programme pages, downloads and resource engagement. To make the insight easy to use across the organisation, we built a Looker Studio dashboard bringing the key data together in one clear, live view. It supports the Trust's commitment to transparency and evidence-led reporting to funders and partners.
Step 03
Convert
Finally, we delivered tailored training so the team could manage and interpret their analytics independently, with ongoing support as new needs emerged. Within weeks, the Trust had: - Improved conversion tracking - Clearer resource performance - Better audience understanding - Stronger, evidence-led decision-making
