baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

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


AnalyticsData VizProcessTraining


Brenna Holmes

Principal & SVP


Brenna specializes in SMART digital acquisition. Her background in cross-channel marketing and advocacy integration is extensive, and she’s passionate about UX; creating surround sound campaigns that maximize supporter engagement and organizational loyalty by integrating traditional direct marketing with innovative digital media.

Since joining CCAH 11 years ago, she’s mapped the digital strategy for awesome clients such as Mayo Clinic, Sierra Club, City of Hope, The Trust for Public Land, Greenpeace US, and others. She oversees our team of frontend developers and serves as the senior adviser for our clients, focusing on the development of innovative and successful omnichannel campaigns by applying cutting-edge digital techniques to change clicks into offline actions. At previous firms, she worked in digital brand management and public relations, and on several successful PURL campaigns for fundraising, advocacy, and GOTV efforts.
She is equally at ease starting a digital and/or mobile program from scratch or taking one to the next level.

Drew Swinburne

Senior Web Developer

Chapman Cubine and Hussey

Drew joined Chapman Cubine and Hussey after a career in music business administration and management. As a tour manager for Dan Deacon, he gained an appreciation for the power of well-crafted messaging to bring together communities of people who are passionate about music. During this time he cultivated his interest in logistics and user experience, creating tools to manage the day-to-day work and finding ways to improve usability. At CCAH Drew enjoys using design and intuitive functionality to enhance the message of our digital clients.





March 25, 2020


10:30am – 11:45am



Collaborative Notes

Click here

Session Evaluation

Click here