Using the Whole Whale Podcast

We cover stories of data and technology in the nonprofit world. Follow on itunes / Sticher

Understanding Source and Medium in Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is a powerful tool for tracking and analyzing website traffic. Two key concepts in GA4 are “source” and “medium,” which provide valuable insights into where your traffic originates and how it reaches your site. In this article, we’ll dive into what these terms mean and why they matter for your website’s… Read more »

Top 5 Analytics Tools for Nonprofits

Connecting analytics tools to your website and social channels turn data into valuable insights, improving the way nonprofits get to know their followers and their user behaviors, and from there plan for the future in a way that makes the most out of their time and resources. At first glance, your raw data can look… Read more »

How to Set Up a Timer in Google Tag Manager

Google Tag Manager is the go-to tool for configuring custom event tracking in Google Analytics. If you don’t know much about GTM, this tutorial can get you up to speed. If you’re familiar with GTM but can’t decide what to track, check out our 8 GTM events for nonprofits, but here we want to focus on the Google timer. Here’s… Read more »

5 Donor Metrics Your Nonprofit Should Track Now

Using data to track performance of your fundraising strategy is crucial to success. If you don’t analyze your donor metrics, it’s like you’re speeding down the highway without a glance at the odometer. Measuring donor metrics helps you gauge the success of your marketing efforts and informs donor segmentation. Many nonprofits treat all donors the… Read more »

The 7 Deadly Sins…of Data Analysis

Please pardon me while I try to marry religion and science. Christians have a set of ethics they abide by, and I think we data scientists should as well. Though I can’t threaten you with fiery pits of hell, I will warn you that if you commit these sins you’ll probably end up *gasp* wrong.… Read more »