Shift.ms is a leading charity and social network for people with multiple sclerosis. The charity continues to increase its members year on year and continue to innovate ways in which their users can reach out for information and connect with fellow MSers.
They support tens of thousands of people every day via their website and support network, meaning they require ways in which newly diagnosed MSers can seek support, along with comprehensive analytics tracking for their website and social channels, in order to focus their efforts to maximise their impact on people's lives.
Rafter began working with Shift.ms several years back with an initial task of rebuilding their Google Ads Grants account to help improve sign-ups and increase their awareness across the globe by introducing campaigns by continent/country.
Due to Google's ever moving goal posts on advertising policies, there were new policies that came into effect around the same time, which meant the account had to achieve further improved results in order for the charity to continue to be eligible for the Grants account.
This included improved CTRs across the account, no longer being able to bid on a number of keywords such as; brand keywords, single word keywords or anything too ‘broad', along with other more stringent requirements.
During a period where numerous Grants accounts were stopped, the new structure allowed Shift.ms to continue to be compliant while continuing to sign-up new users and maximise their Ad Grants spend.
With the launch of a new website, Rafter embedded a robust Google Tag Manager implementation across the Shift.ms service, ensuring they were able to understand how their users moved around within and interacted with the site. This included numerous custom events and integrations with other 3rd party services. In doing so we enabled Shift.ms to focus on the key actions and metrics that they needed in order to monitor and improve the service and user experience they provide to the MS Community.
This was further complicated by the fact the new site was built using React as a single page app meaning tracking codes and attribution had to be carefully adjusted to ensure data collection worked flawlessly.
We deployed a robust tracking system that reliably collects all the data Shift.ms need to continue to support their users. We've also continued to work with Shift.ms as they evolve their support to ensure new campaigns and ideas can be tracked and tested with confidence.
We have worked with Rafter on a project by project basis for a number of years now, and I can't recommend working with them enough. They take the time to help demystify what is a complex area of work and we often rely on them to bring opportunities or solutions to the table based on their wealth of knowledge in the area. You're in experienced and safe hands who will go the extra mile to turn things around at the last minute or help you understand the intricacies of a problem and what solutions are available to you.
