Google Analytics 4: A Guide for Your Nonprofit

Understanding Google Analytics 4: What Nonprofits Need to Know

Google Analytics 4 (GA4) is more than just a new interface. It represents a fundamental shift in how data is collected, interpreted, and used to make informed decisions. For nonprofits supporting survivors of domestic violence, GA4 offers valuable insights into how people find your site, which pages they visit, and what actions they take. Whether you’re trying to improve outreach, optimize donation pages, or track volunteer sign-ups, understanding GA4 is essential. This guide will help you grasp the key features, how to set it up correctly, and what metrics matter most for mission-driven organizations.

• What is Google Analytics 4?
• Why GA4 Matters for Nonprofits
• Setting Up GA4 for Your Nonprofit Website
• Key Metrics Nonprofits Should Track
• Using Events to Measure Engagement
• Understanding Privacy and Data Controls
• Next Steps and Ongoing Optimization
• Get Help with GA4 from RJ’s Digital Solutions

What is Google Analytics 4?

GA4 is Google’s next-generation analytics platform. It replaces Universal Analytics (UA), which stopped processing data in July 2023. GA4 uses event-based tracking instead of session-based tracking, allowing for a more flexible, user-focused understanding of how visitors interact with your nonprofit’s website. You can learn more about GA4 from Google’s official guide.

Why GA4 Matters for Nonprofits

For domestic violence nonprofits, GA4 offers more than just traffic data. It helps you understand which outreach campaigns are working, what pages are most engaging, and where users drop off. This insight allows you to improve accessibility, prioritize survivor-focused content, and fine-tune donor journeys. With enhanced cross-platform tracking, GA4 also helps you monitor user behavior across mobile, desktop, and apps.

Setting Up GA4 for Your Nonprofit Website

To get started with GA4, visit the Google Analytics Setup Assistant and follow the step-by-step process. You’ll need to:

• Create a Google Analytics account if you do not have one
• Set up a data stream (web or app)
• Install the GA4 tracking tag on your website using Google Tag Manager or directly in your site’s code
• Link Google Analytics with Google Search Console for more complete data

RJ’s Digital Solutions can assist with implementation if you are unsure where to begin.

Key Metrics Nonprofits Should Track

While GA4 offers many metrics, these are especially useful for nonprofits:

• Engaged Sessions: See how many users are actively interacting with your site
• Conversions: Measure goals such as donations, newsletter signups, or resource downloads
• Traffic Sources: Understand whether visitors are finding you through search engines, social media, or referral links
• User Demographics: Get anonymized insight into your audience location and device types

You can customize these views based on your goals.

Using Events to Measure Engagement

In GA4, everything is an “event.” Instead of tracking just pageviews, you can measure interactions such as:

• Button clicks (like “Donate Now” or “Contact Us”)
• File downloads (such as PDFs or program flyers)
• Video plays on informational content
• Form submissions for volunteer sign-ups

You can configure these events manually or use Google Tag Manager to automate the process.

Understanding Privacy and Data Controls

Nonprofits working with sensitive populations must prioritize data privacy. GA4 includes tools to manage this responsibly, such as:

• IP anonymization by default
• Data retention controls
• User consent settings for tracking
• Limited data sharing with Google when configured properly

It is critical to follow ethical best practices and maintain transparency on how data is collected. The National Council of Nonprofits provides excellent guidance on handling data responsibly.

Next Steps and Ongoing Optimization

Once GA4 is up and running, make time each month to review your dashboard. Identify trends, run comparisons, and adjust your outreach strategy based on real-time feedback. Look for patterns in where users are engaging most, and develop more content in those areas. Regular analysis will allow your team to make smarter, data-informed decisions.

Get Help with GA4 from RJ’s Digital Solutions

Need help setting up GA4 or interpreting the data? RJ’s Digital Solutions specializes in digital marketing for nonprofits, including analytics configuration, training, and ongoing strategy. Contact us today to ensure your organization is making the most of this powerful tool while protecting the people you serve.