You can measure how much Ad Grants contributes to your fundraising efforts by tracking the unique values of each conversion, such as one-time donations or event ticket purchases. If you use Classy to process donations on your website, this guide will help you install transaction-specific conversion value trackings for each donation that you receive. This tracking helps you have a more accurate sense of how many donation dollars your Ad Grants account helps you raise.
In the sections below, we'll show you how to track transaction-specific values on your website and Classy subdomain pages.
Before you begin
Here's what you'll need before you can set up conversion tracking for transaction-specific values on your website and Classy pages:
-
An Ad Grants account: Don't have one yet? Follow these steps to set one up.
-
A Google Analytics account: it’s at no cost, and if you don’t have one, follow these steps to set one up. Please make sure that you complete the final step: copy and paste your Analytics code as the first item into the <HEAD> of every web page on your website that you want to track. Please see step 3 for help with Google Analytics and your Classy campaign pages.
-
A Classy account: please contact support@classy.org if you need help setting up your first campaign.
This article goes right to the setup instructions. To learn more about how conversion tracking works and why to use it, read: About conversion tracking.
Step 1: Link your Google Analytics account to your Google Ads account
Your Ad Grants account can use information from your Google Analytics account to help improve the performance of your ads. To link your account, follow these instructions. If you use AdWords Express, the changes that you make to your Google Ads account will carry over to your AdWords Express account. Please proceed as instructed here.
Step 2: [optional] Set up a Classy subdomain
[If you've already set up a custom Classy URL, such as donate.yournonprofit.org, you can skip to step 3.]
In order to more easily track your donors’ path from (step 1) seeing an ad to (step 2) visiting your website to (step 3) completing a donation, your nonprofit needs to set up a subdomain such as donate.yournonprofit.org.
Follow the instructions at Classy support to set this up:
https://support.classy.org/customer/portal/articles/310431
Step 3: Add your Google Analytics account to your Classy account
You can use one Google Analytics account to track behaviour on and between your website and your Classy donation pages.
Follow the instructions at Classy support to add Analytics to your Classy pages:
https://support.classy.org/customer/portal/articles/336229
Step 4: Enable E-commerce tracking in Google Analytics
You can use a feature called E-commerce tracking to track the donations that you receive on Classy. First, we’ll need to enable the feature in your Analytics account. To do this:
-
Click Admin, and on the far-right side, confirm that the view column corresponds to your fundraising website.
-
In the VIEW column, click e-commerce settings.
-
Set Enable e-commerce to ON. [There is no need to enable 'Enhanced e-commerce'.]
-
Click Next step.
-
Click Submit.
For more details on this feature, please find help here.
Step 5: Add your Classy campaign pages to the Referral exclusion list
[If you have a Classy subdomain, such as donate.yournonprofit.com, you can skip to step 7.]
When a donor crosses from your primary domain (yournonprofit.org) to your Classy campaign page (classy.org/give/123456/…/...), Analytics interprets that as the donor having been referred by your primary domain to your secondary domain, and Analytics counts that as separate visits. This doesn’t accurately reflect your donors’ experience, so we recommend setting up an exclusion list.
Please follow the instructions for implementing a referral exclusion list, adding all Classy campaign pages to your exclusion lists, as well as any other URLs for donations, special events or merchandise.
Step 6: Enable cross-domain tracking in Google Analytics
[If you have a Classy subdomain, such as donate.yournonprofit.com, you can skip to step 7.]
In order to recognise the visits that start at your primary domain (yournonprofit.org) and end at your Classy campaign page (classy.org/give/123456/…/...), you’ll need to help Google Analytics connect the two. To set up cross-domain tracking, follow the instructions here. Note that you are not required to set up reporting views and filters.
To install the required code on your Classy campaign page, please contact Classy customer support.
Step 7: Enable conversion tracking in your Ad Grants account
Please note, it may take 24–48 hours after enabling E-commerce tracking in Analytics for your transactions to be available for import into your Ad Grant account.
Enable conversion tracking in Google Ads, with the following steps:
-
Click on the tools button
at the top-right corner and select Conversions (under Measurement)
-
Click the
button at the top-left corner to add a new conversion
-
Select Import
at the top-right corner and select Conversions (under Measurement)
button at the top-left corner to add a new conversion
-
Select the radio button 'Google Analytics' and continue
-
If you have correctly turned on E-commerce tracking in Analytics, you will see a conversion called 'Transactions'. Select this and any other conversions that you have set up in your nonprofit’s Analytics account
-
Select Import and Continue
-
Click Done
You will now be able to see which ads, keywords and campaigns are leading to donations, as well as the donation value attributed to each. If you would like to further name and customise the settings of your transaction conversions, please follow the instructions here.
Step 8: Bid over the manual bid limit of $2 by enabling 'Maximise conversions'
Congratulations! You’ve done the hard part, and now you can benefit by letting Google Ads find more potential donors. This can be done by enabling a Maximise conversions bidding strategy. For most of your campaigns, the maximum bid is $2.00 USD for manual and most automatic bidding types, except the conversion-based bidding strategies of Maximise conversions, target CPA or target ROAS. Now that you’ve enabled conversion tracking, you can enable conversion-based bidding strategies, which will lift the cap on your maximum bid. This can be done by enabling a Maximise conversions bidding strategy.
Here’s how:
-
Navigate to the 'Campaigns' section of Google Ads on the left-hand menu, below 'Recommendations' and above 'Ad groups'
-
Select one or more campaigns that are aimed at driving donations in the data view.
-
In the edit panel, click the Edit link in the 'Change bid strategy' section.
-
Select the 'Maximise conversions'.
-
Click Apply.