Nonprofit Google Analytics & Tracking

At Harvest, we compare digital marketing to the cultivation of a field. Analytics and tracking are like clearing the ground to prepare for growth.

Understanding how people engage with your nonprofit’s website is critical—but not always easy. Navigating analytics tools like Google Analytics was already challenging with Universal Analytics (UA), and Google Analytics 4 (GA4) has introduced even more complexities. Many donation platforms struggle to integrate with GA4 Ecommerce, leaving nonprofits in the dark about how their efforts contribute to donation dollars. Even when you find the right data, presenting it effectively to key stakeholders can be a daunting task.

This guide highlights key elements to optimize your nonprofit’s website for success and accurately track the metrics that matter most.

Setting Up for Success

Every nonprofit operates differently, with a mix of website content management systems (CMS) and third-party platforms for donations, volunteers, event registrations, and more. A one-size-fits-all solution doesn’t exist, but these key steps will help you create a strong foundation for website analytics.

Website Technical Review

Start with a technical review of your website to identify any issues hindering user experience or search engine accessibility. Free tools like HubSpot’s Website Grader provide insights into performance, mobile usability, and SEO potential. Additionally, check for broken links, unindexed pages, and other technical problems that might be impacting your site’s performance.

GA4 Setup

Universal Analytics (UA) stopped tracking data in mid-2023, and historical data is no longer accessible. If Google automatically set up a GA4 property for you, ensure the new GA4 tracking code is implemented correctly on your website to replace the outdated UA code.

Track Key Events

Website traffic means little if visitors don’t take meaningful actions like donating, signing up as a volunteer, or registering for events. Define and track these "key events" in GA4 to measure your success effectively.

Link Other Google Platforms

Ensure your GA4 account is linked to Google Search Console and Google Ads (if relevant). For nonprofits utilizing Google Ad Grants, import GA4 key events into Google Ads to better track the impact of your campaigns.

Integrate Third-Party Websites

Your GA4 code should be added to third-party platforms used for donations, memberships, volunteer sign-ups, etc. This ensures GA4 treats the entire user journey—such as navigating from your homepage to completing a donation—as a single session, providing a clearer view of user behavior. Check with your platform provider for integration options.

Simplify Tracking with Google Tag Manager (GTM)

Google Tag Manager (GTM) simplifies the process of managing tracking tags across your website and third-party platforms. Replace existing GA4 tracking code with GTM to streamline analytics setup. GTM offers:

• Centralized management: Manage all tracking tags without editing your website’s code directly.

• Improved collaboration: Grant access to GTM instead of your website CMS for analytics edits.

• Custom solutions: Easily set up tracking for forms or other unique events on third-party platforms.

GA4 Ecommerce for Donations

Donation platforms provide basic information, like donor details and amounts, but GA4 can reveal the entire path leading to a donation. Use GA4 Ecommerce tracking to identify which channels drive the most contributions. Search for integration guides (e.g., "Classy GA4 Ecommerce Integration") and contact your provider for support if needed. GTM is often required for this setup.

Email Campaign Tracking

Track the effectiveness of your email campaigns by linking your email platform with GA4. If your platform doesn’t have native integration, use Google’s Campaign URL Builder to create custom landing page URLs for tracking. Use clear, consistent campaign names (e.g., “Newsletter_2024_01” or “Fundraiser_Email_1”).

Ad Campaign Tracking

Customize landing page URLs for Facebook ads, QR codes in print materials, and more.

Let Harvest Help!

Struggling to set up your nonprofit’s analytics? Harvest can help:

• Analytics and Tracking Setup: We’ll help you configure GA4, key events, GTM, email marketing, and more.

• Learn about Nonprofit Performance Reporting and track your progress with Looker Studio Performance Dashboard tailored to your needs.

• Learn about Nonprofit SEO and the ways people search for your nonprofit. Identify SEO and search advertising opportunities by investing in a SEO Keyword Analysis Report.

Contact us today to ensure your nonprofit’s website is set up for measurable success!