Audience targeting on Meta ain’t what it used to be. Charities have spent years refining how they reach supporters – layering interests, narrowing demographics, building detailed pen profiles and testing countless audience combinations. The assumption was that the more precise your targeting, the better your results. That was broadly true.
Concern Worldwide UK is an international humanitarian organisation dedicated to tackling poverty and suffering in the world’s poorest countries. With over 50 years of experience, they work in 25 countries across Africa, Asia and the Middle East, reaching over 36 million people annually. The charity focuses on emergency response, health
In April 2026, Meta announced that it has introduced a new way to install the Conversions API (CAPI) with a single click. This is great news for many reasons, as a charity using both the Pixel and CAPI will benefit from seeing more events and conversions tracked compared to the
Imagine you’ve just finished a Christmas appeal running across Meta Ads and Google Ads. You open the ad platforms, Google Analytics and your CRM to report back to your boss, and the numbers are telling completely different stories. Meta says the campaign generated £28,000. Google Analytics says £35,000. Your CRM
As AI platforms are evolving into the primary way people discover information online, the definition of search visibility is changing. It’s no longer just about ranking on the first page of traditional search results, it’s increasingly about being cited as a trusted source in AI generated answers. However, until recently,
Mental Health Foundation is a UK mental health charity that helps people understand mental health. They provide advice on looking after your own mental health and supporting others. We had been working with Mental Health Foundation on their digital marketing campaigns since 2017. Balancing awareness and fundraising goals in key