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Google Analytics for Nonprofits

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Nonprofits have always used data about their supporters to improve their fundraising efforts. Not too long ago, that may have looked like overflowing filing cabinets or a green-screen database. But, in the modern era, nonprofits have so many digital methods to collect, analyze, and leverage data. And one of those methods is Google Analytics.

So, what is Google Analytics? How does it work, and what’s the benefit to nonprofits? We’ll break all of that down, and talk about Mightycause’s integration with Google Analytics.

Mightycause for Nonprofits

Google Analytics Basics

Google Analytics is a free web tracking tool. It gives you information about how users interact with your website, tracking everything from where they came from, how long they stayed on a page, their location, to what device they were using to view your page. (And why is it free? Well, because Google will know all of those things about your website’s visitors, too.)

When you create a Google Analytics account, you’ll add a tracking code to your website. (If you don’t maintain your nonprofit’s website, your webmaster can add it for you.) Once the tracking code is added, information will start to flow from your website to your Google Analytics account.

The Benefit of Google Analytics

There are several important purposes your organization’s website serves. First and foremost, it’s the first place people go when they want to learn more about your nonprofit. It’s where you talk about your mission, your programs and services, and where your community can connect with upcoming events. And it’s a key place your nonprofit collects donations. So, data about how users are interacting with your website can help you optimize your web presence, and ultimately engage supporters better.

Source tracking provides valuable information about how donors and people in your community are finding your nonprofit. And when you’re investing in paid advertising, you’ll be able to make sure you’re spending your money wisely on advertising channels that are actually bringing people to your website.

If your nonprofit has a Google Grant, you can connect your Grant account to your Analytics account to get a full picture of how people are interacting with your ads and your website. You can set goals and even measure when someone who came to you from a Google ad makes a donation… even if it’s on a different device, at a later time!

Google Analytics Terminology

The best way to get an idea of what Google Analytics measures is to learn some of the basic terminology! Here’s a quick rundown of some key terms you’ll want to know before you start tracking:

Google will track trends for you and give you a snapshot of activity on your website. But you can also drill down into the details to understand how users are interacting with your site. It all depends on how granular you want to get!

How Google Analytics Supports Your Fundraising

So, how does this all work to support your overall fundraising strategy? You have a website and get donations through your widget or your donation page. What’s the point of Google Analytics?

If you’re investing time and effort into your web presence, it’s worth knowing how people are using it. (Especially if you’re paying someone to manage your website!) Google Analytics helps you understand how people are accessing your website, what they’re doing there, and what that looks like in the context of your overall online communications. You see, Google Analytics isn’t just about your website. It’s about all of your communications. It tells a story about how pieces like your email marketing, social media presence, Google Grant, and outreach to your community come together. You’ll have a cohesive picture of the different paths people take to support your nonprofit. (And potentially find holes you can patch up.)

If you’re looking to grow, or just get a better understanding of how donors interact with your nonprofit online, or testing new ways of getting your message out, Google Analytics can be the tool that helps take you to the next level.

Mightycause’s Google Analytics Integration

So, your website is one place where your nonprofit collects donations. But Mightycause is another.  Nonprofits use Mightycause to fundraise year-round, run campaigns, participate in giving days, and more. Mightycause exists as part of your web presence, and an important place to reach donors. And just like your website, it’s vital to understand how users are interacting with your nonprofit on Mightycause and where they’re coming from, as part of your overall communications and fundraising strategy. And that’s why we’re excited to add Google Analytics to our list of software integrations!

Mightycause Essentials and Accelerate subscribers can link their Google Analytics accounts to their Mightycause accounts for even richer, more robust data. Find out how people are finding your Mightycause profile, how long they’re staying, and what channels bring you donors! Linking your accounts is simple and easy, so you can start tracking right away.

Pricing

Facebook Pixel

Another important tracking tool many nonprofits are interested in using is a Facebook Pixel. A Facebook Pixel tracks users similarly to how Google Analytics does, but it’s specifically tied to Facebook Ads. You add the Facebook pixel base code to your website (or have your webmaster do it for you), and the pixel reports back to Facebook when users take an action.

So, if you’re using Facebook ads to drive people to your website, solicit donations, or advertise an event, you can see when they click, when they make a donation, and get an idea of how effective your ads are. And both your Facebook Pixel and Google Analytics can be managed through Google Tag Manager. (That’s another free system that helps you manage all the tracking tags added to your website.)

We’ve also added the ability for Essentials and Accelerate subscribers to add their Facebook Pixel to their Mightycause page, for even more tracking and analytics!

Ready to start tracking?

Ready to start tracking with Google Analytics and their Facebook Pixel? Chat with one of our fundraising specialists to learn how you can start utilizing our integrations today.

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