Planned Parenthood Federation of America is America’s most trusted provider of reproductive health care offering men, women, and teens high-quality, affordable medical care.
Planned Parenthood was in need of web analytics support for their very active website and 70+ affiliates across the country. Their internal analytics team wanted additional help for in-depth analytics requests and guidance on advanced configurations to increase the insights they could provide affiliates. In addition to this, they wanted to build capacity internally and throughout their network to find and understand relevant web data.
What we did
Starting in 2013 and continuing over the course of 2 years, Whole Whale supported and supplemented the web analytics team for PlannedParenthood.com.
Whole Whale simplified mobile and desktop Google Analytics configuration for Planned Parenthood, creating a holistic view of the digital platform. We also advised on advanced tracking for microsites and campaign websites around healthcare, awareness, and sexual education initiatives. In order to increase internal data transparency within regional affiliates, we developed automated dashboards and custom Google Analytics reports.
Whole Whale did in-person trainings around SEO, Google Analytics, and content marketing best practices. In order to scale this work, we created custom training videos for internal teams and affiliates to leverage Google Analytics to identify and respond to web data more effectively.
SEO + Custom Data Insights
One element that Planned Parenthood wanted to codify was the relationship between organic traffic and actual local patient activity. We were able to pull together disparate sets of internal and external data to build a clear picture of the strong relationship that existed between patients and search behavior.
When Planned Parenthood relaunched their main site, Whole Whale was brought on to help rebuild the SEO traffic lost in the large web overhaul and helping to regain critical traffic over the course of 3 months.
– Frank Rosado, Director of Enterprise Strategy & System Architecture at PPFA. (July 2014)