Measuring Your Nonprofit’s Website Performance with GA4

Companies can measure online leads and sales. For-profit digital products can track user conversions. But nonprofits—whose primary purpose is to drive impact, engage communities, and raise critical support—often have more complex, unique options for measuring website success.

If you find it difficult to determine how well your digital presence is actually supporting your organization’s mission, you aren’t alone.

This step-by-step guide walks you through how to use Google Analytics 4 (GA4) and other essential tools to evaluate whether your website is actually supporting your nonprofit’s goals.

By using this guide, you’ll be able to:

• Set up GA4, Google Tag Manager, and third-party platforms correctly.
• Monitor custom GA4 events, email campaigns, and site search.
• Track five common nonprofit forms, including donations and volunteer sign-ups.
• Pinpoint where visitors come from, including organic search, social media, and email.
• Track and measure referral traffic from AI assistants like ChatGPT, Gemini, and Claude.