How Platypus helped Mencap to improve the reliability of their marketing data

Technical gremlins spoiling data accuracy

When Mencap came to us, they’d been using GA and Tags Manager for some time.

But tricky, technical gremlins (like outdated settings and tags) threw their data’s credibility into question.

Not an ideal scenario, when said data is used to make budget decisions.

They understood that making robust decisions required the right data. And, to trust in their data they needed to know their tracking setup was sound.

Having worked together since 2018, they asked us if and how we could help (they had an inkling we’d have the solution).

When they appointed us, their objectives were to:

Complete an audit of their existing GA setup
Identify any issues and suggest fixes
Implement fixes (and later, support their in-house team to do so).

Our tracking review in action

We could see that a tracking review was in order. Our diagnostic would quickly identify the problems, fixes, and how to go about making them.

Using health check data, we planned out the time to:

complete and correct their GA setup (Account, Properties, Views, and reviewing GA script implementation)
fix their GA settings (default time, currency, domains, bot filters, site search set up, integrations, goals, tracking, referrals, and payment gateways)
complete their GTM set-up (cross-domain tracking across third-party sites and setting up pixels from social networks) and
fix data flow issues to ensure data fidelity (accurate tracking of UTMs, referrals, personally identifiable information, e-commerce data, goals, conversions, and a sampling comparison).

“We always have confidence in our data.”

We discussed our findings and recommendations, agreed on the priorities, made a plan of action, and delivered the fixes.

The team at Mencap were delighted with the outcome.

Antonia Murray, Mencap’s then Digital Fundraising Lead, said: ‘GA is a fundamental tool for setting and allocating Mencap’s marketing budget. So, the integrity of its data must be maintained. Having the Platypus team’s expert insights and technological know-how at our disposal whenever we need it, is extremely reassuring. It ensures that we always have the utmost confidence in our data – and our decisions based on it.’

Next time around (Mencap repeat the audit periodically), we supported Mencap’s in-house team on how to make the fixes, supporting the process, upskilling their team, and resourcing the work in the most efficient, cost-effective way.

Find out how we can help your charity

Fill in the form below, tell us what you’d like to achieve, and we’ll get back in touch to arrange a call to tell you more about how we can help!

“I've worked with the Platypus team multiple times. They're the agency we always go back to because of their broad range of skills, consistently great team, good sense and pragmatism and the fact that hey are always a joy to work with."

"Platypus is the best search marketing agency I've worked with in over 20 years. No other agency has the level of paid search knowledge than they do."

“In a sometimes confusing and murky digital world, the guys at Platypus are a breath of fresh air. They know their stuff, they tell us it straight and really care about the work we do together. There’s a true sense of partnership between the Sightsavers and Platypus teams, which makes working together more productive and more enjoyable.”

"Platypus' social media review was incredibly useful for us. It helped us identify areas for improvement and provided practical recommendations that we could implement right away. The team's expertise and collaborative approach made the process smooth and very enjoyable!"

“The Platypus team were a dream to work with on this campaign. They clearly didn’t just use a boilerplate approach with us – they were flexible, adaptable, and quick to respond. What’s more, they are true Facebook Ads experts. It was the combination of their approach and expertise that made this campaign so successful. Thanks, Platypus!”

We would recommend Platypus - they work hard on optimisation and improved our campaigns. They have been an integral extension of our operations.

"We were really pleased with the SEO work that Platypus did for us. The team are very friendly and approachable and always happy to answer any questions or offer advice. We were delighted with the huge increase in organic search traffic.