Industry: Charity auctions & sweepstakes · Channels: Google, Meta, Reddit · Engagement: ~3 months
- 73% more traffic captured, once tags actually fired
- 100% revenue match between Stripe and GA4
- 8 → 1 GA4 properties, 9 → 1 GTM containers
The problem
Charity Buzz has run online charity auctions for 25 years, building three platforms from scratch, auctions, giveaways, and sweepstakes, across two domains and millions in ad spend on Google, Meta, Reddit, and more. Two questions kept coming up: how much should we spend on ads, and what do we tell our partners about performance? Nobody had a real answer.
The tracking had grown the way it always does: a container here, a property there, a pixel someone set up three years ago that nobody remembers configuring. By the time Orbit came in, that looked like eight separate GA4 properties, nine different GTM containers, a Meta pixel too polluted with dev events to trust, Reddit ads with zero conversion reporting, and GA4 showing most traffic as undefined.
Charity Buzz's partners wanted to know how campaigns performed. The honest answer was: we don't know.
On top of the tracking mess, the CTO was transitioning out, and the custom dev team that built these platforms had nobody leading the tracking conversation.
The fix
Two domains, one customer
The first move was admitting the obvious: Charity Buzz and Prizeo share the same customer. Someone entering a sweepstakes on Prizeo might bid on an auction on Charity Buzz days later. Separate tracking universes made no sense.
Orbit consolidated everything down to one GTM client container, one GTM server container loading from both domains in first-party context, one GA4 property, and one pixel per ad platform. Cross-domain linking tied the user journey together, so when someone moved from sweepstakes to auctions, the data followed them.
The cutover ran soft: new tracking went up alongside the old, so results started flowing immediately instead of waiting months for the dev team to rip out legacy code first. Old containers got pruned as the new system proved itself, without pulling the dev team off product work.
The results
Before, GA4 tracked around 275 users per 30 minutes. After, over 1,000. The old setup had been missing nearly three-quarters of the traffic because tags weren't loading properly. Revenue tracking now matches Stripe exactly, every day finance pulls the numbers.
- 73% more traffic captured
- 100% Stripe-to-GA4 revenue match
- 8 → 1 GA4 properties consolidated
- 9 → 1 GTM containers consolidated
The work opened the next conversation. Charity Buzz is now building out data modeling, MLOps, and warehousing with Orbit, and with the CTO gone, Orbit is leading the dev team through the infrastructure decisions that used to stall.
We've been able to simplify everything from a very low level for their entire business, and lead their entire development team while their CTO transitions out.