More Reliable Donation Data with Server-Side Tracking
Challenge
HEKS/EPER (Swiss Church Aid) relies heavily on digital channels to drive donations and communicate the impact of its humanitarian work. However, the existing client-side tracking setup had become increasingly unreliable due to browser restrictions, ad blockers, and strict cookie consent rules.
As a result:
- Donation conversions were being underreported.
- Campaign performance could not be compared consistently.
- Optimization decisions were based on incomplete data.
HEKS/EPER was missing critical visibility into how marketing efforts were truly contributing to donations.
Solution
Together with Advance Metrics, HEKS/EPER migrated its tracking infrastructure from a client-side Google Tag Manager setup to JENTIS server-side tracking. The migration was designed to restore data accuracy, maintain compliance, and create a robust measurement foundation for future digital growth.
Key elements of the solution included:
- Server-Side Tracking with JENTIS: Core tracking for donation events, conversions, and campaign interactions was moved into a server-side environment so critical data could still reach analytics and advertising platforms even when client-side tracking was blocked.
- Improved Donation Data Accuracy: Refined event tracking and clean server-side data flows made donation transactions and funnel interactions far more reliable.
Thanks to the new setup implemented by Advance Metrics, we now have better insight into our digital donations. Reliable tracking enables us to optimize our campaigns effectively.
Taoufik Alami
Team Leader Public Fundraising at HEKS/EPER
Results
The migration had a transformative effect on data quality and donation insights.
Key outcomes:
- +41.4% more donation revenue tracked
- Significant improvement in campaign attribution accuracy
With the new setup, HEKS/EPER can now:
- confidently measure and compare the performance of all fundraising campaigns
- optimize budgets toward the most effective campaigns and ad assets
- report on digital donation performance with accuracy and transparency
Thanks to server-side tracking, HEKS/EPER can finally measure what truly drives donations and turn its marketing data into a powerful tool for impact and growth.
