Case study: Analytics setup for “Tabletochki”

Since 2011, Tabletochki has been Ukraine's largest charitable foundation dedicated to pediatric oncology. Their work is a testament to timely, compassionate care.

The foundation's core mission is centered on several key areas:

• Providing direct assistance to children with cancer and their families.
• Offering continuous, systemic support to medical institutions.
• Creating training programs for healthcare professionals.
• Championing advocacy for vital reforms in the healthcare system.

The foundation approached us with a significant problem affecting the analytics on their main site — tabletochki.org — and several key landing pages, including shop.tabletochki.org, super.tabletochki.org, and tabletochki.org/superdruzi.

The issue was a tangled mess of analytics tags. The installed Google Analytics 4 (GA4) tags were misfiring, and an outdated, unsupported Google Analytics (GA) tag was still active on their sites.

Although the client had performed an internal audit and correctly identified the errors, they lacked the specialized expertise and resources to untangle the setup in Google Tag Manager (GTM) and GA4 and quickly get their systems running across all their platforms.

Working closely with the Tabletochki team, we developed a clear plan to address their needs. Our primary objectives were to:

• Perform a comprehensive audit of their web properties, including GA4, GTM, and all existing events and tags.
• Identify and document all errors and deficiencies in the current setup.
• Either remove the flawed configurations or rebuild their GA4 and GTM from scratch for a fresh start.

A key part of our mission was to empower the foundation for the future. We ensured their technical independence by granting them full access rights and providing thorough consultations on account structure and access management.

Over a period of several weeks, we executed a meticulous plan:

• We audited every GTM and GA setup across the main site and its subdomains.
• We cleaned out unnecessary scripts, duplicate tags, and outdated configurations.
• We created new GTM accounts, each specifically tied to an individual website.
• We configured new GA4 data streams to ensure accurate data collection.
• We granted the client full owner access to all new resources.

We conducted dedicated training sessions and created a custom video guide to ensure the Tabletochki team could manage the system confidently going forward.

Our team faced several hurdles, which are common with complex legacy setups:

• Tag Confusion: One single tag was mistakenly applied across multiple, distinct websites.
• Disorganized Structure: Resources were inconsistently and illogically named.
• Embedded Code: Individual GA tags were manually hard-coded into each HTML file.
• Legacy Issues: Old, inactive websites were still running with incorrect configurations.

• We segmented all resources, treating each one as a unique entity.
• We organized and renamed everything with a logical, consistent structure.
• We assigned a separate tag for each site to prevent any future cross-pollination.
• We configured core events to ensure essential data was being collected accurately.

Thanks to the Sprava Agency's focused efforts, the Tabletochki Foundation's websites now run on a perfectly tuned analytics system.

The foundation now benefits from a clean, intuitive GTM and GA structure, providing them with accurate traffic data, reliable source information, and the ability to effectively track and understand user activity.

We confirmed the system's effectiveness through rigorous testing in the GA4 and GTM interfaces, verifying events and analyzing report data against the client's expectations. This was particularly evident when we tracked data for their «Superfriends» campaign, which now runs on a solid, data-driven foundation.

Your analytics are the foundation of smart decisions and successful campaigns. Is your GA4 and GTM setup holding you back? Contact Sprava Agency today. We'll fine-tune your analytics systems, providing you with the essential data you need to boost your website's performance and increase conversions.