Nonprofit organizations are increasingly metrics-driven. More and more organizations collect, analyze, and act on data during every step of their strategy. One place data is essential to decision-making is the execution of an online fundraising campaign. Since Givebutter is part of your fundraising tool kit, you may want to track specific actions that happen within it.

Overview

Givebutter users can connect their accounts to Google Analytics to make smarter decisions about attracting and converting donors. This native integration is compatible with Google Analytics (called Universal Analytics) and Google Analytics 4, the next generation of Google Analytics.

Note: Google Analytics is not supported on embedded iFrame forms.

Setting Up

Adding your Google Analytics Tracking ID into Givebutter

  1. Visit your Givebutter Dashboard and click on "Account Settings" then the "Integrations" tab.

  2. Locate the Google Analytics box and click "Expand."

  3. Paste in your "Google Analytics Tracking ID" (this starts with UA- or G-) and click "Save".

Follow these directions to find your GA Tracking ID inside your GA Admin panel.

Data Sent to Google Analytics

Events

Events are user interactions with content other than page loads (pageviews). Downloads, link clicks, form submissions, and video plays are examples of actions you might want to analyze as Events. Once you've completed the connection between Givebutter and Google Analytics the events below will be tracked for every Givebutter campaign.

Name

Description

Category

The category of which these events belong. In this case, they will always be "givebutter"

Action

The name of the event. See below for events sent to Google Analytics.

Label

The label on the event. This will be the title of the campaign followed by the campaign id in parenthesis.

Data

The data sent along with the event. See below.

purchase_button_clicked
Triggered when a visitor clicks the button to donate or purchase a ticket. Note: this event will not fire on Form campaigns, as there is no button on the page.

{
event_category: 'givebutter',
event_label: 'Donate to Dance Marathon (123)' //Givebutter campaign
}


purchase_initiated
Triggered when a visitor begins the process of making a donation or purchasing a ticket. In practice, this is triggered after a visitor advances past the first slide of the transaction flow (select a donation amount or a ticket type). Note: this will only be triggered once per session.

{
event_category: 'givebutter',
event_label: 'Donate to Dance Marathon (123)' //Givebutter campaign
}


checkout_started
Triggered when a visitor reaches the checkout page of the transaction flow. This is equivalent to something like a "Checkout" button on other sites. Note: this will only be triggered once per session.

{
event_category: 'givebutter',
event_label: 'Donate to Dance Marathon (123)' //Givebutter campaign
}


checkout_completed
Triggered when a visitor completes their purchase.

{
event_category: 'givebutter',
event_label: 'Donate to Dance Marathon (123)' //Givebutter campaign
}

Ecommerce

Google Analytics Ecommerce reports are meant to analyze purchase activity on your site. If you see typical Ecommerce lingo, do not be confused. For example, "average order value" is actually your average donation value. Within the Ecommerce reports, you are able to see campaign and transaction information, average order value, conversion rate, time to purchase, and other data.

Events Sent to Ecommerce

In addition to the custom events sent to Google Analytics above, the below events are sent to Google Analytics Ecommerce.

begin_checkout

Triggered when a visitor reaches the checkout page of the transaction flow. This is equivalent to something like a "Checkout" button on other sites. Note: this will only be triggered once per session.

purchase

Triggered when a visitor completes their purchase.

{
value: 100.00, //Purchase amount
transaction_id: '123456789' //Transaction number,
currency: "USD"
}


Getting Started

Need help getting started with Google Analytics?

Try these self-service resources below:

Google Analytics for Beginners & Analytics Training and Support

Interested in hiring a professional?

Leverage a Givebutter Expert to further enhance your campaigns and GA connection.


Questions? Don't hesitate to contact us via chat or send an email to [email protected].

Did this answer your question?