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:

1. Navigate to Explore > Funnel exploration

2. Add these steps:

   • view_item_list (Viewed designations)

   • add_to_cart (Added gift)

   • begin_checkout (Started checkout)

   • purchase (Completed gift)

3. 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.