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Google Analytics

Track the data that matters the most to your nonprofit

UPDATE: Google has announced that it will end Google Analytics Universal Analytics on July 1, 2023. Jodie works on migrating Google Analytics for nonprofits. Fill out the form to schedule a free consultation.

A nonprofit’s marketing campaign is incomplete without a way to track data. Google Analytics offers a powerful way to understand which marketing strategy has an increase on your nonprofit’s goals.

Google  Analytics For Nonprofits
Optimizing content, seo, and marketing campaigns by using A/B testing and Google Optimize

Google Optimize For Nonprofits

Use power A/B testing to create a great User Experience (UX). Analyze why the engagement rates are low. Identify optimal placement for Call To Actions. Explore improving accessibility. Use Google Optimize to test variations of fundraising messages and landing pages for fundraising and marketing campaigns. Couple this amazing data with Google Analytics 4 to drive a better UX design.

Learn How Google Analytic Can Help Create Better UX

Using Google Tag manager & google analytics

Google Tag Manager

Tag Managers offer a flexible way to setup Google Analytics for a nonprofit. It also allows for web developers to add custom JavaScript without the need constantly ask for assess to the back end of a website. Google Tag Manager offers one of many options to setup Google Analytics.

Let’s Talk About Setup Options

Analyzing website traffic for a nonprofit

Analyze The Nonprofit’s Traffic

Do you want to dig into Google Analytics data, but don’t know where or how to start? Get the insights you need for your nonprofit from your analytics account to improve your digital marketing strategy and improve your website.

Measure What Matters Most

Google Analytics 4 has a widely different look and feel from the old analytics. The new experience is more complex with a vast array of options.

Need training? Ask about Jodie’s services. Rely on someone knowledgeable to capture the most important business data.

Need help setting up google Analytics for ecommerce

Google Analytics 4 eCommerce For Nonprofits

If your nonprofit is thinking about starting an eCommerce store, don’t skip out on the important step of setting up eCommerce Tracking with Google Analytics. eCommerce website analytics data will help you drill down into where your most profitable customers come from.

When you have thirty different marketing campaigns at once, it’s hard to accumulate data from all of those marketing channels into one. Google Analytics 4 allows eCommerce websites to group their omni-channel data into one analytics platform.

Tracking Nonprofit Fundraising Campaigns with Google Analytics For A Nonprofit

Nonprofit marketing does not exist in a closed tunnel. Nonprofits need to know where their donors have interacted with the organization’s content, social media platforms, and marketing to measure performance. Return on Ad Spend and Return on Investment are critical when seeking funding sources for marketing. Google Analytics for nonprofits can uncover the fundraising metrics that matter most.

If you need to optimize your nonprofit’s website for fundraising, don’t rely on hunches. You need solid data. Grow your organization to determine where your e-Commerce conversions are most profitable. Google Analytics can provide that information. If your fundraising software does allow you to track your online fundraising efforts with Google Analytics, it’s time to not track.

Data Privacy Laws Have Changes Things

Due to the changes in data privacy laws across the world, Google will remove cookies from it’s Chrome browser by the end of 2023. Other browsers (Safari, Firefox, Android) are taking similar actions. The amount of data provided in the past will not be the same.

The migration to Google Analytics 4 offers more data-centric privacy. How and what data you collect and store will be impacted by the upcoming changes. Move to first-party data collection. Jodie can provide consultation and implementation of first-party data collection.

Facebook and Google Ads advertising cost will increase without importing custom audiences. Nonprofits will see a negative impact on their marketing budgets with these future changes.

A List of 7 Things You Should Measure with Google Analytics

Here are eight key website items that a nonprofit should track with Google Analytics. This list is just a start.

Customer & Donor LTV

Google Analytics for nonprofits can give you a pretty good idea of how much a donor worth to your nonprofit with a metric called lifetime value (LTV).

Search Engine Marketing Campaigns

Google Ads Grant has great capabilities to hook with Google Analytics 4 for nonprofits. GA4 is the best way to get up and running with conversion data to comply with Ad Grant policies. But, there is extra work required for other SEM campaigns and Google Ad Grant.

Influencer Marketing Campaigns

Don’t go at influencer marketing alone. Some influencers counts are all fluff and don’t expand your brand or nonprofit. Connect with the right influencers and leave what doesn’t work behind.

Email Marketing Campaigns

Data privacy laws have effected email marketing campaigns accuracy. Get new metrics to determine the effectiveness of email campaigns. Apple iOS reportedly, sends an open signal for all emails, even if it’s not open.

Google Analytics for nonprofits can help discover which email clients are skewing data. Which email clients are your core users using? Is the email too long? Are the emails formatted to the right email clients?


Google Analytics can help dig through the whys of email marketing. Build better Email Marketing Campaigns.

Social Media Campaigns

Most websites have Like and share buttons. But who’s sharing what, when, and where? Understand social engagement both onsite and with incoming traffic with the Social Media Plugin and customized url tracking.


The nonprofit has paid Social Media Campaigns on Twitter, Facebook, and a ton of other sites. How well do those campaigns drive user interaction on your website and contribute to a nonprofit’s growth and expansion?

Conversions Setup For Nonprofits

There are other conversions that are not ecommerce focused. These micro conversions may lead to a macro-conversion, such as a purchase.


It’s time to capture more data than you know what to do with. It’s my job to wade through and find the best conversion data for your business.

Video/Podcast Engagement

Maybe that video your nonprofit added to Youtube went viral and sent you tons of traffic. Or may the video did not gain the traction that you hoped. Rely on better engagement signals to Search Engine Optimize videos and podcacst.


Does the listener drop off at 25%, 50%, or do they watch/listen 100% of the video or podcast? You will never know if you don’t use a website analytics program to track it.

Why SEO & Google Analytics Go Hand in Hand For Nonprofits

Search Engine Optimization starts with a base analytics program like Google Analytics and couple tools such as Google Search Console, and keyword research into the mix. Google Analytics 4 has a ton of hidden data for nonprofits ready to begin their SEO journey. It’s all about where to look and how to interpret the data.

Google Analytics for nonprofits can be used to monitor the amount of traffic from a link building campaign, learn how your traffic has improved since the beginning of an SEO campaign, and discover opportunities that lead to increase eCommerce sales and donors that help the nonprofit’s growth.

Nonprofits can find external websites that are promoting their org the most. How you use the data is key!

Know exactly what people are searching for on your website by analyzing on site search boxes.

SEOs and content writers use insight and reports to create better content for your nonprofit’s website.

Google Analytics Consultant For Nonprofits- Certified

Work with a Google Analytics Individually Qualified Specialist to start tracking your website visitors. Google Analytics 4 offers a ton of out the box features, but is totally different than the Google Analytics classic version.

Track downloads, outbound links, video engagement on your site, and so much more.

Google Search Console & Google Analytics 4

Event tracking (formerly conversion tracking), eCommerce data, and reporting are not intuitive with the new Google Analytics 4 property.

Jodie can help you setup your Google Analytics tracking code on your nonprofit’s website. Google Analytics does not track everything out of the box. You may need to track videos, forms, offline conversions, calls and other business data. let’s breath life into your analytics reports and give them meaning to help drive your business growth!

How can we help your nonprofit?

As a Google Analytics Individually Qualified Specialist, I can work to setup data a variety of online sources. If you need help with Google Analytics, don’t hesitate to contact me today.

Advance Uses of Google Analytics

All the website data in the world means nothing if you don’t segment the data. Google Analytics has the ability to track web form data and more. Track almost anything. Google Analytics for nonprofits can easily be used to measure the holistic picture of marketing campaigns.

In Google Analytics, measure important surveys with custom dimensions and metrics to garner better user insight. Capturing survey data requires special setup and customization. Capture survey data from a to create better user profiles of your audience. Track everything except HIPPA data and Personal Identifable Information(PII).

Importing Offline Data Into Google Analytics

Import cost data from other advertising strategies (Bing, AdRoll, and any other affiliate marketing) and from Customer Service Management Platforms (Salesforce, Blackbaud, Accounting programs). Get a holistc view of each marketing campaign’s cost compared to the other. It’s about determining how each campaign fits with your business goals.

Migrate Data From Google Analytics Universal Before It’s Too Late

After Google Analytic 3’s sunset date, Google has promised for old data to remain for 6 months. Options exist to migrate data into other analytics programs like Matomo, into your own data warehouse, or SQL database. These alternatives exists, but require more technical implementation. Don’t wait to get started. Contact Jodie today.

Matomo - Google Analytics Alternative - Log File Reader

Alternate Options To Google Analytics 4

Maybe your business cannot use Google Analytics to monitor website traffic. There are several alternative website tracking options available. My favorite analytics program is an open source program called Matomo. Matomo has the same capabilities as Google Analytics. However, some of the features are paid plugins. Matomo is 100% self hosted or you can pay them to host your install.

You also have the option of analyzing your web sever log files. Matomo can read log files, but there is setup work involved. Matomo’ requires Python to read the log files. If you need assistance with this setup let’s discuss your options.

Contact Jodie To Schedule A Consultation