Summary of the Google Analytics for Charities Presentation
The session focused on the use of Google Analytics 4 (GA4) for nonprofits, emphasising its importance in tracking donor journeys and enhancing fundraising efforts. Jonny Dawson, Head Ninja at Digital Ninjas, introduced the topic by illustrating the challenges faced by organisations lacking proper tracking mechanisms and outlined the session’s agenda, which included campaign tracking, advanced metrics, and leveraging GA4 for strategic forecasting. The discussion highlighted the differences between GA4 and Universal Analytics, particularly in a privacy-centric environment driven by machine learning.
The significance of engagement metrics was underscored, with a focus on how they provide insights into user support and interest. Jonny explained the criteria for defining engaged sessions and introduced donor acquisition metrics, emphasising the need for e-commerce tracking to gain better revenue insights. The setup process for GA4 was discussed, noting that while it is generally straightforward, certain integrations may require customisation. Key events, previously known as conversion events, were highlighted as essential for tracking significant outcomes like donations and newsletter signups.
Further insights were provided on tracking campaigns effectively within GA4, particularly through the use of UTM parameters for consistent campaign tagging. Jonny explained how GA4 categorises website traffic and the importance of linking Google Ads for integrating cost and performance data. Techniques for forecasting growth using GA4 were also discussed, including trend analysis and the calculation of donor lifetime values. The session emphasised the potential for increased donations through strategic email efforts and the importance of analysing top contribution channels for improved budget planning.
The discussion concluded with an overview of Looker Studio, a tool for enhancing data reporting and visualisation, which complements GA4. Speaker 2 highlighted its capabilities for creating customisable dashboards and automating report delivery, making data more accessible for management. The session wrapped up with a focus on maximising GA4’s potential, including the exploration report for tailored insights and the need for continuous testing in digital fundraising strategies. Participants were encouraged to ask questions and were reminded of the availability of presentation materials and further assistance.
Introduction to Google Analytics 4 for Nonprofits
Here we discussed the significance of Google Analytics 4 for nonprofits, sharing a scenario of a nonprofit that improved its fundraising through effective tracking. We encouraged attendees to engage with the Digital Ninjas team for any technical questions during the session.
Engagement Metrics and Donor Acquisition in GA4
We highlighted three main engagement metrics: engaged sessions, average engagement time, and engagement rate. Engaged sessions are defined by specific user actions, while average engagement time measures how long users interact with the site. These metrics provide a more accurate picture of user engagement compared to the traditional bounce rate used in Universal Analytics.
Key Events and Customisation in GA4
Discussion of the straightforward setup process for GA4, although some integrations may need more customisation. We explained that key events, which replaced the term conversion events, are crucial for measuring valuable outcomes like donations and signups. The speaker provided examples of key events, including file downloads and social media goals, which can be marked in the GA4 admin section.
UTM Parameters and GA4 Campaign Tracking
The critical role of UTM parameters in tracking various marketing campaigns, including emails and social media posts, within GA4. We explain that GA4 organises traffic into default channel groupings, which can be customised based on UTM settings. Additionally, linking Google Ads to GA4 is essential for accessing cost and performance data.
UTM Parameters and GA4 Performance Analysis
How to effectively use UTM parameters to track campaign performance in GA4, emphasising the need for consistency in naming conventions. They provided examples of analysing data from email campaigns and Google Ads, showcasing how to filter results to understand key performance indicators. The discussion included navigating the GA4 interface to access detailed reports.
Forecasting Growth with GA4 Techniques
Discussion around the use of trend analysis in forecasting growth, focusing on month-to-month sessions and conversion rates by channel. We recommended using UTM parameters for traffic labelling and suggested a manual approach to calculating donor lifetime values for more accurate performance insights. Additionally, GA4’s predictive metrics can aid in projecting future traffic and donations based on historical data.
Looker Studio Dashboard Recommendations
Showcasing the advantages of Looker Studio over GA4 for reporting purposes. The tool offers customisable dashboards, the ability to export data to Excel or Google Sheets, and features for automating report emails. Additionally, it provides deeper insights into user journeys and campaign performance, making it a valuable resource for management reporting.
Understanding GA4 Data and Multi-Channel Attribution
Capabilities of GA4 in providing insights into fundraising performance, including traffic sources and popular pages. They explained the concept of multi-channel attribution, detailing how it tracks user touchpoints across different channels leading to actions like donations. The speaker noted that while larger organisations may benefit from more data, smaller nonprofits might struggle to derive actionable insights due to lower conversion volumes.
GA4 Exploration and Data Retention Insights
Using the exploration report in GA4 to build custom reports by dragging in desired dimensions and metrics. They highlighted the value of calculated metrics for charities, such as donor conversion rates, to gain insights into user behaviour. Additionally, discussion about GA4’s data retention policies, indicating that user-level data is retained for only 14 months, which may necessitate using Google BigQuery for long-term analysis.
Insights and Strategies for Utilising GA4 Data
Application of GA4 data in shaping marketing strategies, particularly in identifying effective channels and optimising resource allocation. They noted that while GA4 provides valuable insights, it should not be the only data source relied upon, as it may miss some donor volume due to tracking issues. The speaker also encouraged combining GA4 data with other marketing pixels for a more comprehensive view.
