Track donation information within Google Analytics’ Enhanced Ecommerce functionality and gain valuable insight into your online fundraising with Give’s Google Analytics add-on. The following article describes how to setup the plugin and how it integrates Give and Google Analytics.

Plugin Activation and Requirements

To begin, let’s download and activate the plugin within your WordPress website. To do this, download the plugin from your account page, and log into your WordPress website and install and activate the plugin.

Getting stuck? Learn more about installing Give add-ons »

How the Plugin Works

Most WordPress websites are already using a plugin, theme, or custom code that implements the Google Analytics tracking code. Because of this, the Give Google Analytics plugin does not include the GA tracking code for you on your website. You will only need to enter your Google Analytics UA code if you want to also track donation refunds.

If you’re looking for a good plugin to implement the Google Analytics tracking code for you we recommend MonsterInsights or Analytify.

Plugin Requirements

To function properly, the plugin has a number of requirements that are easy to check for and implement if not met.

Universal Analytics

The plugin uses Google Analytics’ Enhanced Ecommerce to track donations. This requires the Universal Analytics snippet to function. If you’re not using the Universal Analytics tracking snippet on your site the plugin will not work. Universal Analytics has been the standard for GA for a few years now so it’s likely you are using it.

Unsure? Check Which Version of GA You Are Using

There’s a great tool called that allows you to check your analytics integration and tell which version you are using if unsure:

Google Analytics Checker
The Google Analytics Checker results show Universal Analytics is properly implemented.

Verify Enhanced Ecommerce is Enabled

By default, the Enhanced Ecommerce view is not enabled in Google Analytics. If you don’t see the “Enhanced Ecommerce” under the “Conversions” tab in GA you need to turn it on.

The Ecommerce tab section Google Analtyics
The Ecommerce tab section Google Analtyics

Learn how to turn on Google Analytics Enhanced Ecommerce »

Donation Confirmation Page

Give creates a donation confirmation page for you automatically, and it then adds a shortcode called [give_receipt]. You can read about that shortcode here.

In order for Google Analytics to know what donation amount to send to your GA account, you must have this shortcode on the donation confirmation page. Without that, the data is just empty.

Requirements Breakdown:

  • Google Analytics Account
    • Enhanced Ecommerce enabled
    • Universal Analytics snippet in place
  • Your Donation Confirmation page must have the [give_receipt] shortcode on it.
  • Give 2.2.0+
  • WordPress 4.8+
  • PHP 5.6+

Plugin Setup and Configuration

Now that the requirements are met to setup the plugin it’s time to configure it.

Settings Explained

When activated a new submenu item will appear under WP-Admin > Donations > General > Google Analytics. Here you will see a variety of options:

The settings tab for the Google Analytics Give add-on.

As you can see the plugin has various settings to configure your integration. If you don’t configure anything, the plugin will work out-of-the-box if you have the Google Analytics tracking code properly output on your site. However, if you want to change some settings you can do so.

Tracking ID: Please insert your tracking ID from Google Analytics in this area. The plugin requires it to send tracking beacons when a payment is refunded or completed via an offsite gateway. The code looks like “UA-XXXXXXX-XX”.

Track Test Donations: When enabled the plugin will send donations made when Give is in “Test mode” to Google Analytics. This is helpful for testing the plugin’s functionality. Most likely you won’t want this option enabled unless you are testing. That’s why it is not enabled by default. When disabled no test tracking information will be send to GA. Note: there is no way to delete transactions within Google Analytics so use this with caution.

Track Refunds: Although less common for donations, refunds do occur. When you refund a donation and change the status from “Complete” to “Refunded” a tracking beacon will be sent to GA.

Tracking Values: This field allows you to adjust the tracking values sent to GA. Once enabled, you will see additional fields appear.

  • Category: The “Category” field adjusts how donation transactions are categorized in Google Analytics. By default, “Donations” is used as a category. You can customize this if you would like donation to be categorized differently.
  • Affiliation: As defined by Google the “Affiliation” is “The store or affiliation from which this transaction occurred (e.g. Google Store).” Likely, you want this to be the name of your website or cause. By default, this field is pre-filled with your website’s name.
  • List Name:  As defined by Google the “List Name” is “The list that the associated products belong to.” By default, this field is pre-filled with “Donation Forms” as the list for all transactions. You can customize this if you would like an alternative list name.

Finding the Data in Google Analytics

The Google Analytics Ecommerce tab
The Google Analytics Ecommerce tab

Note that the Ecommerce data can take some time show up in Google Analytics. You can analyze your donation data by navigate your Google Analytics Dashboard and then clicking on Conversions > Ecommerce > Overview.

You should see transactions displaying if you have accepted donations since you set up the add-on. Note: the plugin does not import past data into Google Analytics. It only tracks data from the date you initially setup the add-on.

Donations in the “Product Performance” tab within Google Analytics

Donations being tracked under the “Product Performance” tab within Google Analytics

This page allows you to see which donation forms are performing the best for the given time period. The breakdown includes aggregate amounts and percentage breakdowns as well as average donation amounts. This data will allow you to analyze your donor’s giving patterns to optimize your campaigns.

Payment IDs being tracked as “Transaction IDs” under the “Sales Performance” Tab

Give's donation payment IDs being tracked as "Transaction IDs" under the "Sales Performance" tab in GA.
Give’s donation payment IDs being tracked as “Transaction IDs” under the “Sales Performance” tab in GA.

On this page you can see the transactions made for a specific timeline. Clicking on a transaction ID will display which donation form was used to make the donation.

Google Analytic Event Tracking

The add-on uses “Event” tracking within Google Analytics to pass along the Ecommerce data. Events have some useful data within Google Analytics to help you analyze your donor data. Events can be found under Behavior > Events > Overview.

All Give’s events can be found under the “Fundraising” category:

The “Events” tab displayed showing Give’s events categorized under “Fundraising”

Event actions tell you more information as to what actually occurred on the site:

Give’s GA Event “Actions” displayed in descending order by occurance.

Refunds Appearing within Google Analytics

Refunds displaying within Google Analytics Ecommerce Tracking
Refunds displaying within Google Analytics Ecommerce Tracking

When you change a payment status to “Refunded” within Give there will be a tracking beacon sent to GA with the refund information. The refund will be reflected within your analytics but note that it can take a bit of time to display.

Note: Refunds in Google Analytics do not automatically subtract from the revenue numbers, but since they are recorded in the analytics data, you can take the number from the refunds column pictured above and import it as a refund to reconcile with your data. See Google’s answer here on how importing refunds works. See also this helpful article on how to actually do the import for a refund.

Additional Resources

Using Google Analytics eCommerce Data to Understand your Donors