If your organization isn’t adding tracking codes to your Donorbox donation form, you could be missing out on valuable data. In this article, I’ll explain why tracking on your donation form is so crucial, the types of tracking and analytics available to you, and how to get started.
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Approximately 14.2 million websites around the world use Google Analytics. And nearly 12 million sites have used Facebook Pixels. The world of tracking and analytics is huge – there’s no reason your nonprofit should miss out.
Data gleaned from adding Tracking & Analytics to your Donorbox donation forms can help you fundraise smarter, raise more, and grow your understanding of your donors. Below, I’ll share how it works.
The more data your organization has, the better. If you’re trying to grow your fundraising, having access to data about your donors, how they operate, and how they give provides crucial insight as you plan out your campaigns.
While your Donorbox donation form already allows you to collect a lot of data, such as contact information and answers to unique questions you set, knowing more about your donor’s journey to and through your donation page is invaluable.
Data collected through tracking and analytics codes can help you determine where your donors came from, therefore which of your platforms work best.
For example, if you advertise a campaign on Facebook and another through Google Ads, track which receives the most donations to help you decide how to invest your marketing budget in the future.
Collecting and analyzing data about your campaigns is crucial to understanding whether your efforts were successful.
For example, you can test your marketing campaign messaging on Facebook by creating tests with different fundraising campaign forms. Understanding how many visits and donations each campaign form received helps you determine which messaging was more effective with your audience.
Now, you can mimic that messaging during your next campaign to elevate your fundraising.
Donorbox offers many different ways for you to customize the type of data you collect from your donation form.
Tracking & Analytics is available for $35/month for Donorbox Standard plans and is included for Donorbox Pro and Premium plans.
Launched in 2005, Google Analytics is perhaps the most well-known analytics tool on the market. Google offers comprehensive features to assess your website traffic for marketing purposes, SEO, and more.
Donorbox donation forms with Google Analytics 4 (GA4) trigger the following e-commerce events for you to track and understand your donor journey:
See the specific data that gets sent in this Zendesk article.
Bonus: Check out all the ways your nonprofit can leverage Google Analytics.
A Facebook Pixel or Meta Pixel is a piece of code you place on your website or donation form to collect data about how your Facebook ads are performing. Use it to track conversions, identify your target audience, and understand who may be interested in donating but hasn’t yet completed their transaction.
You can put a Facebook Pixel in the “after-donation” tracking location on your Donorbox form. Here is a list of all the information available for tracking in this location.
Bonus: Sharpen your Facebook fundraising skills in this blog.
Google Ads is a platform to advertise your nonprofit on Google. Donorbox allows you to track donations as Google Ads conversions to see how your ads are performing.
Similar to Facebook Pixel, you can add your Google Ads Conversion ID to the “after-donation” tracking location on your Donorbox form. Learn more here.
Bonus: Consider applying for a Google Ads Grant to promote your nonprofit for free!
UTM parameters are tags placed at the end of a URL to track various information related to a marketing effort. These UTMs allow analytics tools to track information to assess the success of your campaigns.
Donorbox records the following UTM parameters:
These parameters are found in the advanced section of the donation details page. Learn how to access that information here.
Bonus: Map these URL parameters to your Salesforce account with the Donorbox + Salesforce integration. Learn more about all of your custom and standard mapping possibilities in this blog.
Similar to Donorbox collecting UTM parameters from URLs, you can also pass data from Donorbox onto a URL on your own website.
This helps you create a personalized thank-you page or pre-fill a form to improve the experience of those who just gave to your organization.
Donorbox will send the following parameters:
Learn more about this feature here.
If you already have an account, log in. If you don’t, sign up – and start fundraising in fifteen minutes!
Tracking & Analytics is a $35/month add-on for Standard users. It’s included with Pro and Premium accounts.
If you’re using a Standard account, locate the add-on under “Integrations & Add-ons.” Then click “Activate Tracking.”
Select which campaign you’d like to add Tracking & Analytics to or create your first campaign using these steps.
Locate your campaign on the Campaigns page and click on the edit icon.
Once on the campaign editor page, navigate to the “Tracking & Analytics” tab.
From this page, you can add the corresponding tracking codes using the following directions:
Enable URL redirection to redirect your donors to a specific page after they make their donation.
Navigate to the “Post-donation” tab. Next, click the toggle and paste the URL you’d like to redirect to.
Here, you can also choose to send data as query parameters, as I described in the section above. Plus, you may choose to exclude a donor’s personal information from this data passing.
Learn more in this article.
Your organization can’t afford to miss out on data that helps you fundraise smarter and gain more support for your mission.
Donorbox strives to provide impactful tools to help you master every step of the donation process, from creating impactful campaigns to analyzing your success.
Sign up today and see why over 100,000 organizations trust Donorbox to raise more than a collective $3 billion.
For more Donorbox how-tos and fundraising tips, check out the rest of the Nonprofit Blog. Subscribe to the newsletter to receive a curated collection of blog content delivered right to your inbox!
Lindsey Bower is a writer, content strategist, and nonprofit consultant. She specializes in helping nonprofits craft compelling messaging for websites, blogs, social media, and email marketing, with a strong focus on SEO and AEO strategy. With a background in fundraising and membership management, she knows firsthand what it's like to juggle priorities and wear many hats in the fast-paced nonprofit world.
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