Google Analytics Donation Tracking for Beginners

Using Google Analytics, we can know the who, what, when, where, and how of actions on your website leading to donations. This data is key to measuring the effectiveness of your digital strategy and setting SMART (specific, measurable, achievable, realistic, and timely) goals for your annual fundraising campaigns. But what is the important information, how do you set it up, where do you find it, and how do you report it to your team in an actionable way? Join Whole Whale’s very own Data Engineering Manager Axel Kaban in conversation with Fundraising Manager Isabelle Brauer to discuss tips to setting up and using Google Analytics to track donations. 

You will learn how to:

  • Determine the digital metrics that matter most to your mission-driven impact
  • Make tracking these metrics easy and free using Google Analytics 
  • Avoid common mistakes when analyzing data 
  • Leverage data to inform SMART donor acquisition tactics and retention strategies


Isabelle Brauer

Fundraising Manager, Whole Whale

As Fundraising Manager, Isabelle helps her fellow Whalers to provide best-in-class services to her clients. She specializes in helping clients actualize their missions and maximize impact through digital campaigns and online fundraising.

Axel Kaban

Data Engineering Manager, Whole Whale

As Data Engineering Manager, Axel provides technical direction for planning data structure and setting up custom tracking for clients. He is always working to find better ways to develop for good. Axel is the developer behind Whole Whale’s products such as Lighthouse and Whole Whale University.