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The Essential Guide to Google Analytics + Google Tag Manager for Nonprofits

The Essential Guide to Google Analytics + Google Tag Manager for Nonprofits

In the world of digital fundraising, every click, page visit, and every donation tells a story.

For nonprofits, unlocking these stories is the key to driving higher donations and optimizing every fundraising campaign. That’s where Google Analytics (GA) and Google Tag Manager (GTM) come in—tools that take the guesswork out of online engagement and replace it with data-driven confidence.

If you’re responsible for website upkeep or online campaigns at your nonprofit, this blog is for you. Let’s break down why GA + GTM matter, how they supercharge digital fundraising, and how you can set them up to support your mission.


What is Google Analytics + Google Tag Manager?

First, the basics.

Google Analytics is your nonprofit’s window into website performance. It tracks user activity—things like time spent on your donation page, bounce rates, and where visitors drop off—helping you understand your audience's behavior.

Google Tag Manager takes it a step further. It’s like a digital toolbox that lets you manage tracking codes (tags) without needing to dive into your website’s backend. Want to track button clicks on your donation form? GTM makes it easy—and doesn’t require a web developer every time you need a new tag.

Together, GA and GTM empower nonprofits to dig deeper into donor behavior and create more effective campaigns.


Why is Google Analytics + Google Tag Manager Important for Nonprofits?

Here’s the big picture: Nonprofits thrive on connection, and data is the foundation of those connections in the digital age. GA and GTM aren’t just “nice to have” tools—they’re essential for modern fundraising. Here’s why:

  1. Optimize Donation Pages: With GA, you can see where donors drop off during the giving process. GTM helps you tag and analyze every click to pinpoint friction points.
  2. Run Smarter Ads: Ever wonder which Facebook ad drives the most traffic to your site? GA shows you; GTM ensures your data is accurate.
  3. Measure ROI: Every nonprofit operates on a tight budget. By tracking key metrics, you’ll know exactly where your dollars deliver the highest impact.

In short: These tools help you work smarter, not harder, ensuring every fundraising effort makes the most of your resources.

New(ish) Feature Update: Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the newest offering of analytics and officially became Google’s default analytics tool in October 2020, with a mandatory cutover to GA4 taking effect in July 2023. For nonprofits still relying on Universal Analytics (UA), this shift represented a significant change in how data is collected and analyzed.

What’s New with GA4? GA4 introduces several powerful features designed to give nonprofits a clearer picture of their donor engagement:

  • Event-Based Tracking: GA4 moves away from the traditional session-based tracking of Universal Analytics. It focuses on specific user actions, like form submissions, video plays, or clicks, giving you more actionable insights into donor behavior.
  • Cross-Platform Insights: Whether your supporters interact via your website, mobile app, or both, GA4 brings all those touch points into one view, providing a more unified understanding of your donor journey.
  • Predictive Metrics: With built-in machine learning, GA4 can anticipate donor behavior, such as the likelihood of someone making a donation, so you can proactively tailor your campaigns.
  • Privacy-Centric Design: GA4 is built to align with stricter privacy standards, including GDPR and CCPA, which means better compliance for your nonprofit.

Transitioning to GA4 unlocks smarter data analysis and ensures your nonprofit stays up-to-date with the latest analytics capabilities. To learn more about GA4 and how to set it up for your organization, visit Google’s official support page for GA4.


The Impact of GA + GTM on Digital Fundraising Performance

Data isn’t just numbers—it’s your roadmap to better campaigns. Here’s how GA and GTM directly impact digital fundraising:

  • Boost Conversion Rates (CVRs): Insights from GA help you identify what works (and what doesn’t) on your donation forms. Studies show that mobile-friendly donation forms and simplified designs can significantly improve completion rates, with mobile conversion rates averaging around 8% across nonprofit sectors​.

  • Elevate Paid Ads Performance: GTM allows nonprofits to track the performance of paid campaigns more accurately, helping you focus on the strategies that bring in the most donors. Research indicates that Google Ads grants, widely used by nonprofits, can drive $2 for every $1 spent on campaigns with optimized targeting and messaging​.

  • Create Better Donor Journeys: From a visitor’s first interaction on your website to completing a donation, GA + GTM enable nonprofits to refine every step. Did you know that 50% of donors are more likely to give again if their online experience was seamless? Tools like GA and GTM help ensure your donors’ journeys are smooth and engaging​.

Take nonprofits leveraging platforms like iDonate: with GA and GTM integrated, they can tag donation forms, track user behavior, and pinpoint areas for improvement. This approach ensures they don’t just increase donations but also build trust and engagement with supporters.


How to Set Up Google Analytics + Google Tag Manager for a Nonprofit

Ready to get started? Here’s a high-level overview of the setup process:

  1. Create Your GA Account: Follow Google’s guide for nonprofits to set up your account and customize your dashboards.
  2. Install GTM: Add the GTM container to your website. This acts as the hub for all your tags.
  3. Connect GA to GTM: Link the two tools so you can start sending data from your website to GA.
  4. Add Tags to Key Pages: Use GTM to track clicks on your donation forms, downloads of your annual report, or sign-ups for your next fundraiser.
  5. Test and Refine: Review your data in GA to ensure accuracy and adjust your tags as needed.

How iDonate Leverages Google Analytics + Google Tag Manager

At iDonate, we make it simple for nonprofits to harness the power of data.

Our donation form builder integrates seamlessly with GA and GTM, giving you the tools you need to track donor behavior in real-time.

Whether you’re tagging form submissions or tracking the success of your latest campaign, GA + GTM provide actionable insights that drive smarter fundraising decisions.

And because iDonate is built with simplicity in mind, you don’t need to be a tech guru to take advantage of these tools.


Your Next Steps for Data-Driven Fundraising Success

Google Analytics and Google Tag Manager are essential tools for nonprofits looking to improve their digital fundraising.

They help you see how donors interact with your site, pinpoint areas to improve, and track the impact of your campaigns.

Setting these tools up might take a little time, but the results are worth it—more insights, better decisions, and stronger fundraising outcomes.

If you’re ready to make data work harder for your nonprofit, start by exploring how to connect these tools to your website and donation forms.

The clearer your data, the more informed your next steps will be.

Next up now that GA + GTM is in place? Our essential guide on donation page load times to see how page performance directly impacts donation page CVR rates.

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