Central Park Conservancy
Implementing Adobe Analytics in Luminate Online
Services
- Luminate Online Services
- Website Development
Platform
- Adobe Analytics
- Luminate Online
Client Objective
Central Park Conservancy was looking to improve its analytics and tracking metrics so it could better follow donors and fundraisers on their digital journeys as well as make data-driven decisions for better fundraising outcomes. We worked closely with the team at Search Discovery to implement Adobe Analytics tracking actions users take throughout their journeys within different Luminate Online modules.
To ensure we followed donors on their journeys through Luminate Online modules, we set out to fire analytics events that track each of the following scenarios.
If users land on any of the pages below:
- A Donation Form
- A Survey
- An Events
- A Teamraiser
- A general Pagebuilder page.
If a user takes any of the following actions:
- Signs up for an event
- Registers for a TeamRaiser
- Completes a one-time or recurring donation
- Completes a DAF Donation
When an error is presented:
- If users get an error when trying to make a donation.
- When a survey submission fails.
If any other message is presented:
- Pop up or modal presented to the user and what the message is.
- Any other message is presented on errors / thank yous
Our Solution
Using a mix of Luminate Online templating, JavaScript and DOM states that triggered different events in Adobe Analytics, we wrote code, called the PageWrapper for each of the Luminate Online modules. This code fires different conditionals and sets up different variable content for differing applications and states. It then pushes this data to Adobe Analytics.
The Results
Having this additional analytics data helps our client get a better picture of our donors and fundraisers, the journeys they take and the messaging they receive along the way. This helps the organization make data driven decisions on what’s working, what isn’t and how to make incremental improvements to processes as we move ahead.
