Case Study: American Cancer Society achieves 5.4% rise in Cancer.org donations with Google Analytics Solutions

Cancer.org Donations Rise 5.4% With Help From Google Analytics

The American Cancer Society, which operates cancer.org and other sites and apps, needed to better understand how different visitors—info seekers, event participants, and donors—used its digital properties so it could monitor behavior over time and remarket effectively. The Society also had concerns about its Google Analytics setup and sought help to isolate customer segments and measure conversions.

Working with Search Discovery, the Society used Google Analytics custom dimensions, metrics and a simple scoring system (recency, engagement, conversion, revenue) to segment users, track success events, and remarket tailored messages. Targeted promotions and a new breast-cancer donation form drove more than 39,000 clicks in one month and produced a 5.4% year‑over‑year revenue gain, while the scoring approach continues to guide content and design decisions.

American Cancer Society

Ashleigh Bunn

Director of Digital Analytics