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20NTC Session Proposal

Leveraging Google Analytics Enhanced eCommerce for Fundraising


This session will take a deep dive into the Conversions section of Google Analytics. We will help you understand what makes effective Goals in GA, and how to “hack” eCommerce to work for nonprofit webforms like email sign-up, advocacy actions, and yes, donation forms. We’ll also spend time discussing how to leverage Multichannel Funnels reports to truly understand your conversion paths, make strong testing recommendations and better-informed decisions to improve your cross-channel outreach tactics! 

If you don’t have a basic understanding of Google Analytics, this session will not be helpful as we will not be spending time on basic definitions, account setup or platform navigation. 

Learning Outcomes

  • Understand all parts of GA's Conversions reports
  • Use shopping cart & checkout behavior reports mapped to the real-life steps on your web forms
  • Understand how to find the friction points on your forms and improve testing strategies to decrease page abandonment rates

Target Audience

fundraisers, marketers and web dev staff who are familiar Google Analytics, but want to go past the basics

Additional Speakers

Drew Swinburne, Sr. Web Developer, CCAH


AnalyticsData VizProcessTraining