System-Wide Google Analytics Support for Donor Journeys across Portal and Giving Hub
Foundations increasingly want to understand the full donor journey. From public website or email campaigns into CSuite, through the donor portal or Giving Hub, and ultimately to completed actions such as gifts or grant recommendations.
While Google Analytics can currently be applied to Giving Hub pages, there is no way to track end-to-end donor behavior across CSuite, particularly once a user enters the donor portal or navigates authenticated areas of the system.
What’s Missing Today
Current Google Analytics support allows for:
-Page and event tracking on Giving Hub pages
-Donation-related event data via Measurement Protocol
However, it does not allow foundations to:
-Track how users move from a public website or email into CSuite
-Understand donor behavior inside the portal
-Identify where donors drop off during multi-step workflows
-Analyze which pages, actions, or pathways lead to successful outcomes
-Measure friction points without relying on anecdotal feedback
Proposed Enhancement
Introduce system-wide analytics support that allows foundations to track anonymous, non-PII donor journeys across CSuite, including:
-Entry points (website, email, QR codes, etc.)
-Public vs authenticated experiences
-Portal navigation paths
-Grant catalog interactions
-Drop-off points during donation or recommendation flows
-Completion of key actions (donations, recommendations, logins)
This could be implemented via:
-Broader Google Analytics event support
-Or a native analytics layer that integrates with common analytics platforms
Why This Matters:
-Helps foundations identify friction points that prevent completed actions
-Supports UX improvements without changing donor intent
-Informs decisions around page design, messaging, and workflows
-Reduces reliance on external tools and guesswork
-Aligns with donor expectations for modern, intuitive digital experiences
Mark Bejcek
shared this idea