Case Study: Cancer Council NSW achieves full visibility of donor user journeys with Datalicious

Cancer Council NSW - Customer Case Study

Cancer Council NSW engaged Datalicious to address limited analytics across its multiple web domains and a lack of visibility into how donors, fundraisers and people affected by cancer moved through complex online journeys. The charity needed to track interactions and drop-offs to improve conversions and make smarter, data-driven decisions.

Datalicious deployed tags via Google Tag Manager, analysed behaviour with Google Analytics 360 and built visual, custom reports in Google Data Studio. The work delivered full visibility of user journeys, measurable metrics such as total volume/value of funds raised, drop-off rates, and audience breakdowns, and revealed key insights—desktop vs mobile conversion differences and email as a top-performing channel—making data easily accessible for ongoing optimisation and more effective marketing spend.

Cancer Council NSW

Sarah Calderwood

Digital Marketing Manager