Google Analytics

With Google Analytics you can collect data from your donation forms to create reports that provide information for your organization.

  1. Create or use an existing Google Analytics 4 account that includes a property and a web data stream you can link to your donation forms. For example, create a property for your organization’s website and add a data stream for donation forms.

    Note: A property represents an app and/or website, and a data stream is a flow of data from an end user touchpoint to Google Analytics.

  1. From Online Giving, Settings, Donation forms, Google Analytics, enter the measurement ID from the web data stream you created in Google Analytics.

    Tip: For assistance finding the measurement ID, use the Google Analytics help documentation.

After you begin tracking data for your forms, Google Analytics automatically tracks events such as page views, session starts, and scrolls. It also tracks these custom events for donation forms:

  • form_submitted — Tracks when donors click the payment button on forms.

  • checkout_complete — Tracks when the Blackbaud Checkout window closes.

  • donation_complete — Tracks when gifts successfully process.

From Google Analytics reports, you can view all tracked events. Each custom donation form event includes a:

  • Category of donation_form.

  • Label with the name of the form.

  • Value for the gift amount.

Note: When a donor accesses a donation form from its URL rather than an embedded webpage, the page_ view event logs when the form and confirmation pages load. If the form redirects to a customized confirmation page, use Google Analytics to track those page views separately.

Tip: To determine how far donors get through the online giving process, use funnels in Google Analytics. Funnel reports help you find out how donors access your donation forms and how far they progress through to making their payments.