Peter G. Peterson Foundation


Peter G. Peterson Foundation-Whole WhaleThe Peter G. Peterson Foundation (PGPF)  is a nonpartisan organization dedicated to addressing America’s long-term fiscal challenges to ensure a better economic future. The Foundation engages in grantmaking, partnerships, and research to educate and involve Americans from a variety of perspectives.

The Challenge

As the Peter G. Peterson Foundation ramped up its Ask for a Plan campaign efforts during the 2016 presidential campaign, they needed to measure the key actions users were taking and understand where along the funnel of digital engagement those actions fell.

What we did

Whole Whale worked with PGPF on a focused, two-month project. During this time we performed a Google Analytics audit to ensure best practices were in place for the campaign and developed a funnel of digital engagement to measure user cultivation.

Google Analytics + Impact Mapping

Whole Whale was able to help the Foundation team map out the optimal digital metrics to measure in order to understand if Ask for a Plan was moving users from unaware to engaged. Whole Whale identified the key metrics, used Google Tag Manager and other advanced GA configurations to track the metrics, and created custom dashboards so the team received the data on a weekly and monthly basis. We then trained the team how to continue analyzing these metrics after our project had ended.

PGPF Funnel of Digital Engagement


“Our analytics were directionless until Whole Whale stepped in. They provided the structured reporting that we needed in order to make informed decisions about our digital strategy. In addition, they provided advice on a number of other fronts and served as a valuable resource for questions about everything digital.”

– Jennifer Curry, Digital Content Manager, Peter G. Peterson Foundation (July 2016)

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