Unlocking the Missing 50%: How UNHCR Recovered Lost Conversions in Google Analytics & Meta

Analytics Summit Starts Early: Let's Warm Up With UNHCR 🚀

You don’t have to wait until November to get into Analytics Summit mode!

Ahead of the Analytics Summit in Hamburg on November 4–5, our two Warm-Up Webinars – with the British Heart Foundation and UNHCR – bring some of the conversations to your screen early. Plus: participants will get an exclusive 30% discount on Analytics Summit 2026 tickets 🎟️. 

In this webinar, Martin Madsen, Global Analytics & Measurement Officer at UNHCR, the UN Refugee Agency, will take us behind the scenes of solving a familiar measurement problem on a truly global scale: conversions that happen but never make it into your analytics.

For UNHCR, third-party payment methods such as Pix and MobilePay frequently redirect donors to external banking environments. That means traditional client-side tracking can lose sight of the journey before the donation is confirmed. To recover that missing visibility, UNHCR built a server-to-server solution using Server-Side Google Tag Manager (sGTM), Cloud Firestore, and Meta Conversions API (CAPI). In Brazil, the new setup doubled reported Google Analytics (GA) conversions within days, bringing web transaction reporting closely in line with Salesforce.

This is measurement at global scale: across 400+ GA properties, Martin and his team are tackling data quality, tracking failures, and attribution loss to build a more reliable view of the donor journey.

💡 What You Will Learn:

• Recovering Non-TYP Conversions: How to bridge client-side donor intent with backend payment confirmations using sGTM and Firestore TTL.
• Stitching CAPI Data Server-Side: The needed client-side variables with native server-side events for correct reporting in ad trackers.
• Real-World Impact: A case study of doubling reported GA conversions in a real fundraising setup for a market by overcoming payment gateway redirects.
• Google Cloud Data Streaming: Streaming live events to BigQuery to catch tracking failures and deployment bugs immediately.
• Global Analytics Governance: Frameworks for scaling server-side tracking, privacy compliance, and more across a global organisation managed by one centralised team.

🗣️ Webinar Speakers & Key Facts:

Speaker: Martin Madsen, Global Analytics & Measurement Officer at UNHCR
Host: Nekhoh Brown, Growth Lead Nordcis at TRKKN

📅 When? October 27, 2026
🕤 Time: 10:00 – 10:45 AM CET
💻 Where? Google Meet
🎁 Unlock an exclusive 30% off the Analytics Summit ticket 🎟️

👋 Who Should Join?

If you work with digital analytics, measurement, martech, performance marketing, or digital customer journeys, this session is for you. It’s especially relevant if you’re dealing with complex payment journeys, server-side tracking, attribution gaps, or simply want to see learn how a global organisation approaches measurement at scale.

We look forward to seeing you at the webinar ❤️

Cheers,
Your TRKKN & Analytics Summit Teams