Case study
End-to-end analytics configuration and stakeholder reporting gave Australia's largest crisis support charity a clear, reliable view of how their digital services were actually performing.
The challenge
Lifeline Australia provides 24-hour crisis support and suicide prevention services to all Australians experiencing emotional distress. Alongside phone support, they run a range of online self-help tools designed to give people in crisis immediate access to resources and referral pathways.
The problem was visibility. Lifeline had no reliable way to measure whether those digital tools were actually reaching people and doing what they were supposed to do. Fundraising and service delivery sat on the same site with no coherent tracking across either, and internal stakeholders had different reporting needs that weren't being met. Decisions were being made without data.
Our approach
We started with the tracking foundation. Working directly with Lifeline's dev team, we configured Google Analytics across both the fundraising and beneficiary-facing sections of the site - including eCommerce tracking for fundraising results and a full measurement plan for the service delivery areas, including the Online Support Toolkit.
Once the data was clean and reliable, we designed a set of stakeholder-specific reporting dashboards. Management and director-level views gave leadership a high-level read on service reach and fundraising performance. Day-to-day operational dashboards gave the team the granular data they needed to monitor and act on.
We didn't stop at launch. The dashboards were maintained and iterated over time based on new internal requirements and our own proactive identification of gaps and opportunities in the data.
Results
Lifeline now has full visibility across their digital services. The dashboards show how users move through the Online Support Toolkit - from service discovery through to referral plans shared and plans accessed by help seekers - and surface the search terms and service categories driving the most demand. Leadership and operations teams each have reporting built around what they actually need to see.
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