Project at a glance
Helping a family services nonprofit connect people with support and make website performance measurable
This family services nonprofit supports families and child care providers throughout Alameda County, connecting people with child care assistance, counseling, and community resources.
Its website plays an important role in helping people find support. It also serves as a point of connection for donors, partners, and the wider community.
Working with SimpliCreative, the nonprofit strengthened its digital foundation by connecting website activity with its marketing systems and establishing a clearer way to measure engagement.
- Organization
- Family services nonprofit
- Website relaunch
- July 2025
- Comparison
- FY2026 vs. FY2025
- Data sources
- GA4, Search Console, HubSpot, donation platforms
- 32.8% Increase in engaged sessions 29,164 to 38,725, FY2026 vs. FY2025, US visitors
- 66.0% Engagement rate in FY2026 Up from 54.1% in FY2025
- 1,464 Contact actions measured Phone clicks, form submissions, email clicks, and on-site gifts in FY2026
01 The challenge
Understanding what happens beyond the page view
For a family services nonprofit, website success isn't just about attracting visitors. It's about helping people take the next step, whether that's contacting the organization, requesting assistance, or making a donation.
Before the July 2025 website relaunch, the nonprofit had limited visibility into those actions. Phone and email clicks weren't tracked. Website forms operated separately from HubSpot, and donation reporting didn't consistently show how supporters reached the giving process.
This made it difficult to understand how the website was contributing to the organization's broader goals. The nonprofit needed better connections between its website, marketing tools, and reporting.
The actions that matter became measurable at relaunch
Measurement status of key website actions, before and after the July 2025 relaunch
02 Our approach
Connecting the website, marketing systems, and measurement
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01
Making meaningful actions measurable
The website relaunch established tracking for the interactions that matter to the nonprofit, including form submissions, phone clicks, email clicks, and on-site donations.
Most website forms were also moved into HubSpot, connecting inquiries with the platform the nonprofit uses for its marketing communications. This gave the team more visibility into how visitors were engaging and contacting the organization.
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02
Bringing performance data together
Website analytics alone don't tell the whole story. SimpliCreative developed quarterly reporting that brought together information from Google Analytics 4, Google Search Console, HubSpot-related website activity, and donation platforms.
Rather than relying on traffic alone, the reports examined how people found the website, what content they engaged with, and which actions they took. The reporting also distinguished charitable donations from other payment activity, helping the nonprofit evaluate fundraising performance more accurately.
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03
Turning data into better decisions
As more performance data became available, SimpliCreative reviewed the results to establish reliable comparisons. This included filtering automated traffic, checking conversion definitions, and using consistent measures across reporting periods.
The goal was to give the nonprofit information its team could use to evaluate progress, communicate with leadership, and decide where to focus next.
Four data sources now feed one quarterly view
How the reporting connects the nonprofit's website data to the decisions it supports
Sources
- Google Analytics 4
- Google Search Console
- HubSpot website activity
- Donation platforms
Used to
- Evaluate progress
- Communicate with leadership
- Decide where to focus next
Before each comparison: automated traffic filtered, conversion definitions checked, consistent measures applied across reporting periods.
03 The results
Greater engagement and clearer visibility
The nonprofit's first full fiscal year following the website relaunch showed encouraging improvements in engagement.
Engaged sessions grew 32.8% in the first full year after relaunch
Engaged sessions, US visitors
+9,561 engaged sessions year over year
Two in three sessions were engaged in FY2026
Share of sessions classified as engaged, on a 0 to 100% scale
+11.9 points in engagement rate
Phone clicks led the 1,464 contact actions measured in FY2026
Contact actions recorded on the website, FY2026
Data noteThese actions provided a clearer picture of how people interacted with the organization through its website. Because the previous website did not measure all these actions consistently, there is no equivalent prior-year total.
Reading these resultsEngagement figures compare FY2026 with FY2025 among US visitors. The engagement improvements occurred during the period following the relaunch. They reflect overall digital performance during that period, rather than an isolated measurement of the redesign's effect.
04 What it made possible
A stronger foundation for ongoing improvement
The value of better measurement extends beyond a single report.
The nonprofit now has a clearer picture of how visitors engage with its website and which actions can be measured. The reporting also helps identify opportunities to improve content discoverability and strengthen connections with the people the organization serves.
For the nonprofit's marketing team, this creates a more useful starting point for future decisions. For leadership, it provides a clearer way to evaluate the website's contribution to the organization's work.
The principle
A website should not only support your marketing strategy. It should help you understand whether that strategy is working.
Next step
Is your website helping you see what's working?
If your marketing reports show activity but leave important questions unanswered, we can help you identify where to look first.
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