Malala Fund website thumbnailAbout


The Malala Fund’s goal is to enable girls to complete 12 years of safe, quality education so that they can achieve their potential and be positive changemakers in their families and communities. They work with partners all over the world helping to empower girls and amplify their voices.


The Challenge

Whole Whale started working with the Malala Fund in anticipation of the release of the documentary He Named Me Malala. The organization already had a beautiful website, but needed help configuring their Google Analytics account and tracking important actions users were taking in order to understand the true impact they were having.

What we did

In 2015, Whole Whale worked closely with the Malala Fund digital team to improve the organization’s ability to track user behavior and better define its relationship to impact.

Google Analytics + Impact Mapping

Whole Whale began with a Google Analytics audit and helped identify thirteen important actions users were taking on the site. We implemented advanced Google Analytics tracking via Google Tag Manager so the organization could start weekly reporting on these important actions. In order to make the reporting process easier, we built out dashboards and custom reports for the team so they have the exact data they need right when they need it.

Digital Training

Whole Whale provided digital analytics training to key staff members so they felt confident diving into Google Analytics and building reports. We focused on creating materials and systems that would allow the Malala Fund Team to successfully use data effectively for their extended global campaign without needing a digital agency on an ongoing basis.


“Whole Whale helped us make the most of our Google Analytics. In preparation for a 12-month long global campaign, we were able to set up dashboards and goals to monitor the actions users were taking on our site. Working with Whole Whale was such a positive, insightful experience that allowed us to better understand our users — data we will use to set up key metrics and make informed decisions about how we present our organization in the digital space.”

– Hannah Orenstein, Digital Coordinator, Malala Fund. (November 2015)

Services Provided: