If you're part of a nonprofit team, you're probably juggling a lot—fundraising, events, marketing, keeping supporters engaged, and more. We get it. At Harness, many of us have been in your shoes, trying to make the most of limited time and resources. That's why we're big believers in using tools that work smarter, not harder. One of those tools? Google Analytics.
Think of Google Analytics as a behind-the-scenes view into how people interact with your website. Who's visiting, how they found you, what they're clicking on—it’s all there. And when you understand those patterns, you can make better decisions about your campaigns, your content, and where you focus your energy.
In this guide, we’ll break down what Google Analytics is, how it works for nonprofits, and how you can use it to better connect with your community. We’ll walk through everything step-by-step, using real-world examples and keeping things as simple as possible.
What is Google Analytics?
Google Analytics is a powerful (and free) tool that helps nonprofits understand how people interact with their website—where visitors come from, what they click on, and how they move through your content. The latest version, GA4, focuses on tracking meaningful actions—like donations, sign-ups, or video views—so you’re not just counting pageviews, but measuring real engagement. It works across devices and offers customizable reports to help you spot trends, understand your audience, and make data-backed decisions that drive impact. At Harness, we use GA4 to help partners turn insights into action—and ultimately, into greater outcomes for their mission.
How Google Analytics helps nonprofits make smarter decisions
When you're running a nonprofit, every decision counts. You don’t have time (or budget) to waste on guesses. That’s where Google Analytics steps in. It gives you real data so you can see what’s working—and what’s not—on your website.
Let’s say you launch a campaign to get more volunteers. With GA4, you can track how many people clicked the sign-up button, how far they scrolled on the page, or even where they came from before they got there. Maybe you’ll notice most people are finding you through Facebook. That tells you to lean into social media more. Or maybe you’ll see folks drop off halfway down the page. That’s your cue to make things clearer or move the sign-up form higher.
It also helps with understanding your donors. You can see which pages people visit before donating, how often they return, or which device they’re using. That way, you’re not just throwing content out there and hoping for the best—you’re learning from your audience and adjusting as you go.
We’ve seen firsthand how this kind of insight can shift a nonprofit’s strategy. It’s not just about looking at numbers—it’s about telling a story, your story, through data. And once you can read that story, you can grow your impact with a lot more confidence.
Setting up Google Analytics 4 for your nonprofit
Getting started with Google Analytics 4 might sound intimidating, but it’s actually pretty doable—and we’ll walk you through it. You don’t need to be a tech expert to set this up. You just need a website, a bit of time, and a clear goal in mind.
Step 1: Create your GA4 account.
Head over to analytics.google.com and sign in with your nonprofit’s Google account. You’ll create a new property (that’s Google’s word for your website) and choose “Google Analytics 4” as the type.
Step 2: Set up a data stream.
A data stream is just the connection between your website and GA4. You’ll be asked to choose your platform (most likely “Web”), add your site URL, and give it a name. Once you’ve done that, Google gives you a little tracking code.
Step 3: Install the tracking code on your site.
This part depends on what website platform you use—WordPress, Squarespace, Wix, etc. Most have a spot where you can paste in the code. If you use Google Tag Manager, it’s even easier and more flexible down the line.
Step 4: Test to make sure it’s working.
GA4 has a real-time view, which shows you live activity. Click around your site and see if it registers your visit. If it does, you’re good to go.
Once you’ve got the basics in place, you can start setting up goals (like tracking donations or volunteer sign-ups), adjusting your dashboard, and digging into the insights. And remember—you don’t have to set up everything at once. Start small. Track what matters most to your mission, and build from there.
At Harness, we’ve helped lots of nonprofits get GA4 up and running without the headaches. It’s all about setting a strong foundation, so your future decisions are backed by real data.
Key metrics every nonprofit should track
Once GA4 is up and running, the next question is: what should you be looking at? The good news is, you don’t need to check everything. Just focus on the metrics that actually help you reach your goals—like raising more money, finding more volunteers, or keeping your community engaged.
Bounce rate and engagement rate
Bounce rate tells you how many people leave your site after visiting just one page. If it’s high, maybe your content isn’t grabbing their attention—or your site’s hard to use. GA4 also shows engagement rate, which tells you how many people are actually interacting with your site (scrolling, clicking, staying longer). These numbers help you spot where your website might need a little love.
Traffic sources
Want to know where people are finding you? Check your traffic sources. This shows if they came from Google search, social media, email, or even other websites. It helps you figure out what’s driving results—and what might not be worth your time.
User journeys
This is one of our favorite things about GA4. You can see the paths people take through your site—what page they landed on, what they clicked next, and where they dropped off. It’s a powerful way to understand what’s working and what might be confusing for your visitors.
Events and conversions
In GA4, actions like clicking a donate button, watching a video, or submitting a contact form are called “events.” You can mark the most important ones as conversions—these are the big moments that matter most to your nonprofit. Tracking them helps you measure success in real, tangible ways.
Ecommerce tracking for donations
Even though you’re not selling products, you can still use ecommerce tracking to see how much people are donating, how often, and even which campaigns are leading to those donations. It’s one of the best ways to connect your data with your mission.
Create custom reports for your nonprofit website
GA4 comes with a few ready-made reports, but let’s be honest—they don’t always tell you what you need to know. That’s where custom reports come in. You get to decide what to track and how to see it, based on what matters most to your nonprofit.
Let’s say you want to see how many people clicked your donation button during a specific campaign. Or maybe you’re curious which blog posts are bringing in new email sign-ups. With custom reports, you can set that up in a few clicks. It’s like building a dashboard that speaks your nonprofit’s language.
Here’s a quick example: if you’re running Google Ad Grants, you can create a report that shows which keywords are bringing people to your site—and whether those visitors are actually converting. This way, you can stop guessing and start making smarter choices about your ad spend.
You can also slice your data into segments—like tracking only new visitors, or only those who’ve donated before. It helps you understand different types of supporters and tailor your outreach to each group.
Optimizing marketing campaigns with analytics
Running a campaign without tracking the results is like sending out a letter and never checking the mailbox. Google Analytics 4 helps you see how your marketing efforts are actually performing—and what you can do to make them better.
Let’s say you’re promoting a fundraiser across email, Facebook, and Google Ads. With GA4, you can tag each link so you know exactly where people came from. That’s called campaign tagging, and it’s a simple but powerful way to see which channels are pulling their weight.
Then you can dig into the results. Are people clicking your links but not donating? Maybe the landing page needs a stronger message. Are they dropping off after the second step? Maybe the form’s too long. GA4 helps you spot those drop-off points so you can fix them fast.
You can also track ROI—how much time or money you spent vs. what results you got. This kind of insight helps you double down on what works and stop wasting effort on what doesn’t. And if you’re using Google Ads, GA4 integrates directly, so you can follow the full journey from ad click to donation.
Beyond the basics: advanced insights with GA4
Once you’ve got the hang of the basics, GA4 has some deeper tools that can really level up your strategy. These insights aren’t just for data pros—they’re here to help you make smarter decisions without guessing.
User lifetime and cohort analysis
Want to know how long someone stays connected to your nonprofit after they first visit your site? GA4’s user lifetime reports show how supporters return over time, so you can see what keeps them coming back. Cohort analysis lets you group users by when they took an action—like donating—and track their behavior after. It’s super helpful for figuring out what campaigns have lasting impact.
Audience modeling and predictive analytics
GA4 can actually make smart guesses based on your data. It can help you find people who are likely to donate again or identify folks who might drop off. With this info, you can reach out before they disappear or personalize your messaging to keep them engaged.
Funnel exploration
This feature lets you map out a full journey, step by step. For example, someone visits your homepage → clicks “Get Involved” → starts the volunteer form → submits it. If you see a lot of folks getting stuck halfway, that’s your chance to improve the page and remove barriers.
Fixing bounce rate issues
If people are leaving your site fast, GA4 helps you figure out where and why. Maybe your mobile experience needs work, or maybe your message isn’t clear. Either way, this kind of data helps you fix problems and keep visitors engaged longer.
Telling a story with your data
Data can feel cold and confusing—but it doesn’t have to be. The real power of Google Analytics is that it helps you tell a better story about your nonprofit’s work. A story your board can understand, your donors can feel, and your team can act on.
Say you ran a campaign to raise money for a new community garden. With GA4, you can show how many people visited the campaign page, how they found it, how many donated, and how often they came back to check on updates. That’s not just numbers—that’s a narrative. You’re showing that people care, that they took action, and that your message connected.
You can also use data to build trust. Funders want to know their money is being used wisely. Supporters want to know they’re part of something that’s working. When you can show progress in clear, simple visuals—like charts or custom reports—it brings your mission to life in a new way.
From data to decisions
We’ve walked through how Google Analytics helps you understand what’s happening on your website—but here’s the thing: setting it up is one thing, using it well is another. That’s where Harness comes in.
We don’t just give you tools—we partner with you to make sure those tools work for your goals. Our fundraising platform integrates seamlessly with your campaigns, donor data, and daily operations. That means less time guessing and more time focusing on what really matters: your mission.
Want to know which emails are bringing in new donors? We can help you track that. Curious which pages keep visitors engaged the longest? We’ll show you. Struggling to see if your latest fundraising campaign made a difference? We’ll give you the answers in a format that actually makes sense.
With our team by your side, you don’t have to figure this out alone. We’ve helped dozens of nonprofits make smarter, faster, and more confident decisions using data—and we’d love to do the same for you.
Frequently asked questions
Is Google Analytics really free for nonprofits?
Yes, it’s 100% free. You don’t need a paid plan to use Google Analytics. And if you’re part of the Google for Nonprofits program, you can also connect it to other free tools like Google Ad Grants.
How can I use GA4 to track donations on my website?
You can set up donation button clicks as conversion events in GA4. If you use ecommerce tracking, you can also see how much people donated and which campaigns led them there. It’s a great way to understand what’s working.
What are some custom reports nonprofits should set up?
Try reports that track campaign performance, donation form completions, volunteer sign-ups, and visitor sources. You can also build audience segments—like first-time visitors vs. returning donors—to get more detailed insights.
How does GA4 help with Google Ad Grants performance?
By linking GA4 with Google Ads, you can see which keywords and ads are leading to actual results—like donations or sign-ups. That way, you can spend your grant dollars more wisely.
Do I need technical knowledge to set up GA4?
Not really. If you follow the basic steps and use a platform like WordPress or Wix, setup is pretty simple. And if you run into questions, tools like Google Tag Manager or partners like Harness can help.
Can I integrate GA4 with other marketing tools?
Yes. GA4 works well with Google Ads, Search Console, and other marketing tools. You can also connect it with email platforms or CRMs using integrations or third-party tools.
How do I track user journeys and engagement on my site?
GA4’s event tracking and path exploration tools let you follow how users move through your site. You can see which pages they visit, what they click, and where they drop off—so you can adjust your content accordingly.
