Analytics Integration
Single-Page-Giving supports Google Analytics 4 (GA4) e-commerce tracking, providing detailed insights into donor behavior through the giving funnel.
Overview
Analytics integration tracks the complete donor journey using GA4’s enhanced e-commerce events:
| Event | When Fired |
|---|---|
view_item_list | Designations displayed to donor |
select_item | Designation selected |
add_to_cart | Gift added to pledge |
remove_from_cart | Gift removed from pledge |
view_cart | Cart/pledge reviewed |
begin_checkout | Donor info section entered |
add_shipping_info | Donor info completed |
add_payment_info | Payment submitted |
purchase | Gift successfully completed |
Integration Modes
Google Tag Manager (GTM)
Events are pushed to the dataLayer in GA4 e-commerce format. Configure your GTM container to capture these events and forward to GA4.
Required: GTM Container ID (format: GTM-XXXXXXX)
Note on Third-Party Scripts: GTM allows loading additional third-party JavaScript (such as Datadog, Hotjar, etc.). This capability is provided for legitimate analytics and monitoring purposes only. AlumnIQ maintains final control over CORS and Content Security Policy settings to approve or deny any scripts loaded via GTM into our operating page context in order to mantain strict compliance with PCI and similar data security standards. If you need to include additional tools, please contact support to discuss your requirements.
Direct GA4 (gtag.js)
Events are sent directly to GA4 via the gtag.js library.
Required: GA4 Measurement ID (format: G-XXXXXXXXXX)
Configuration
Configure analytics in Giving > Settings > Analytics.
| Setting | Description |
|---|---|
| Analytics Type | Choose GTM, GA4, or Disabled |
| Container/Measurement ID | Your GTM container or GA4 measurement ID |
Event Data Structure
Each e-commerce event includes:
Item Properties
| Property | Description |
|---|---|
item_id | Designation ID prefixed with alumniq:giving: |
item_name | “Gift to [Designation Name]” |
affiliation | “giving” or “crowdfunding” |
coupon | Appeal code |
item_category | Appeal code |
item_category2 | Path name |
item_category3 | Pitch GUID (if applicable) |
item_category4 | Gift frequency |
item_category5 | Crowdfunding context (if applicable) |
price | Gift amount in dollars |
quantity | Always 1 |
Transaction Properties
| Property | Description |
|---|---|
currency | Currency code (e.g., “USD”) |
value | Total transaction value |
transaction_id | Confirmation number (purchase event only) |
GA4 Reporting
With this integration, you can create GA4 reports for:
- Funnel Analysis - See where donors drop off in the giving process
- Designation Performance - Which funds receive the most attention vs. completed gifts
- Appeal Code Attribution - Track campaign effectiveness
- Path Comparison - Compare conversion rates across giving paths
- Average Gift Value - Track over time and by segment
Example: Creating a Giving Funnel Report
In GA4:
- Navigate to Explore > Funnel exploration
- Add these steps:
view_item_list(Viewed designations)add_to_cart(Added gift)begin_checkout(Started checkout)purchase(Completed gift)
- Break down by
item_category2(path) to compare performance
Technical Notes
- Events are only fired when analytics is configured and enabled
- The integration handles both GTM and gtag.js automatically
- Items are limited to 200 per event (GA4 limit)
- All monetary values are in dollars (not cents)
- Events include the external designation ID when available for CRM matching
Legacy Form Compatibility
The legacy giving form has its own analytics implementation. Both implementations fire the same events with the same data structure, ensuring consistent reporting regardless of which form version donors use.