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.

Universal Analytics will be discontinued by Google on 7/1/23. We recommend using GA4 to avoid losing data.

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

Set up 🗃️

Add your Google Analytics Tracking ID into Givebutter

In your Givebutter Dashboard and click on Account in the left-hand menu bar.
Click on Integrations (only available to accounts Admins)
Locate Google Analytics and click Expand.
Paste in your Google Analytics Tracking ID (this starts with UA- or G-) and click Save.

What data is tracked? 📈

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

purchase

Triggered when a visitor completes their purchase.

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

Need a professional? 🧑‍🏫

You can leverage a Givebutter Expert to further enhance your campaigns and GA connection.