Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the latest version of Google Analytics and is widely used by nonprofits to analyze and manage digital fundraising efforts. This free tracking tool replaced the old Universal Analytics (UA) on July 1, 2023. GA4 measures page views, interactions, and events (e.g., downloads). The tool must be tailored to the specific needs of each organization during setup. At Soulclick, for example, we implement e-commerce tracking for our clients. This allows nonprofits to capture and optimize every interaction and stage of the donation process, similar to a traditional online shop. For data visualization, tools like Google Looker Studio are often used, providing a user-friendly interface. GA4 also supports cross-platform tracking, enabling nonprofits to monitor user interactions across both websites and apps.