{"id":23948,"date":"2022-07-26T04:00:33","date_gmt":"2022-07-26T11:00:33","guid":{"rendered":"https:\/\/pro-migration.local\/?p=23948"},"modified":"2025-06-10T11:35:39","modified_gmt":"2025-06-10T18:35:39","slug":"google-analytics-4-what-nonprofits-need-to-know","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/","title":{"rendered":"Google Analytics 4: What Nonprofits Need to Know"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Google Analytics has long been a critical part of many nonprofits\u2019 technical stacks. However, <\/span><b>Google recently announced that they will stop processing data for Universal Analytics (UA) properties on July 1, 2023 (October 1, 2023, for Analytics 360 properties).<\/b><\/p>\n<p><span style=\"font-weight: 400;\">All organizations that currently use Google Analytics will need to migrate to Google Analytics 4 before then to avoid any interruptions. What\u2019s more, data will be non-transferable between UA and GA4\u2014meaning that it is critical to get your organization set up with GA4 well ahead of the deadline in order to retain as large of a backlog of data as possible in your new property. The good news is that there are many advantages to GA4, including its focus on data privacy, simplified data model, more flexible events, and more user-friendly interface.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This post is designed to give you a basic understanding of GA4 and show you how to get off on the right foot so that your organization can continue to benefit from Google\u2019s best-in-class analytics tools.<\/span><\/p>\n<h2><b>What is Google Analytics 4?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Google Analytics 4 is billed by Google as the \u201cnext generation of Google Analytics.\u201d In the most basic sense, it is a new type of property that is added to your existing overall Google Analytics account. Key features include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revamped look-and-feel and simplified menu structure, which should help make insights more accessible to the average user<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Designed to focus on privacy and future ways to track users that are not based on browser cookies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Built-in machine learning and AI that helps surface key insights based on user data<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More flexible events structure that allows for up to 25 parameters (UA is limited to three rigid parameters: Category &gt; Action &gt; Label)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tight integration with Google\u2019s ad products to help optimize campaign performance<\/span><\/li>\n<\/ul>\n<h2><b>Differences Between UA and GA4<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are three primary differences between Universal Analytics and Google Analytics 4.\u00a0<\/span><\/p>\n<p><b>Account Structure:<\/b><span style=\"font-weight: 400;\"> Unlike UA properties, a GA4 property does not offer multiple views. This means that <\/span><span style=\"font-weight: 400;\">any filtering of the data must be done within the GA4 property using the &#8220;comparisons&#8221; or &#8220;explorations&#8221; features. You may not be able to filter the data in the same way you are used to in UA, and may need to restructure your setup into multiple GA4 properties, depending on the complexity of your setup.<\/span><\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-23951 size-full\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/GA-account-structure.png\" alt=\"\" width=\"512\" height=\"288\" \/>\n<p><b>Data Model:<\/b><span style=\"font-weight: 400;\"> UA organizes data based on sessions, whereas GA4 organizes data based on events. What this means is that UA has a <\/span><a href=\"https:\/\/docs.google.com\/document\/d\/1HE5DjpHIm3rbx1tMF8V22nb_R3-bMDoNudLUK7fw3u0\/edit\"><span style=\"font-weight: 400;\">hierarchical or nested data model and GA4 has a flat data model<\/span><\/a><span style=\"font-weight: 400;\">. There are advantages to the flat model. <\/span><span style=\"font-weight: 400;\">Namely, that all events exist side-by-side (sessions included), so they are easier to access and report on<\/span><span style=\"font-weight: 400;\">. This is also a reason why data is non-transferable: because the two platforms structure data in different ways.\u00a0<\/span><\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-23955 size-full\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/UA-data-model.png\" alt=\"Universal Analytics Property\" width=\"512\" height=\"288\" \/>\n<img decoding=\"async\" class=\"aligncenter wp-image-23954 size-full\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/GA4-data-model.png\" alt=\"Google Analytics 4 Data Model\" width=\"512\" height=\"288\" \/>\n<p><b>Event Schema: <\/b><span style=\"font-weight: 400;\">Both UA and GA4 support events, and both platforms allow you to add additional pieces of information that are sent along with those events. However, the structure for events in UA is strict: you can provide a value for \u201cCategory,\u201d \u201cAction,\u201d and \u201cLabel,\u201d as well as send a value and other custom information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0In GA4, the structure for events is much more flexible: you can send up to 25 parameters along with your events, and you get to specify what those parameters are named, instead of having to adopt relatively vague terms (Category, Action, Label). <\/span><span style=\"font-weight: 400;\">This will allow users to create parameter names that are much more self-explanatory and pass many more parameters back with a single event, providing more insight and giving the user additional ways to break down the data.<\/span><\/p>\n<img decoding=\"async\" class=\"aligncenter wp-image-23953 size-full\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/GA4-property.png\" alt=\"GA4 Property vs Universal Analytics Property\" width=\"512\" height=\"288\" \/>\n<p><b>Automatic Collected Events: <\/b><span style=\"font-weight: 400;\">Once your GA4 property is active, you\u2019ll immediately track a number of <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/9234069?hl=en\"><span style=\"font-weight: 400;\">standard events<\/span><\/a><span style=\"font-weight: 400;\">. Whereas Universal Analytics only provided metrics such as Time on Site, Bounce Rate, and Pages Per Visit as standard engagement metrics, GA4 takes a more intelligent approach. The out of the box events tracked include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scroll rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Site search<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video engagement<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">File downloads<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Custom conversions you may have set up previously for UA using a platform such as Google Tag Manager (GTM) will likely need to be recreated for GA4. Thankfully, there is a corresponding GA4 event tag type that is available in GTM. While you can simply make a copy of your existing UA event tags and change the tag type to GA4, we recommend taking the opportunity to think through how you can improve on the events you have set up by leveraging the 25 custom parameters you now have available in GA4.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For additional information about the differences between UA and GA4, review Google\u2019s <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/9964640?hl=en#parameters&amp;zippy=%2Cin-this-article\"><span style=\"font-weight: 400;\">official help documentation<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>How to Implement Google Analytics 4<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Implementing GA4 will depend on the platform and, in some cases, whether or not Universal Analytics is already installed. No matter the case, the first step is to create your new GA4 property in your existing Google Analytics account.<\/span><\/p>\n<h3><b>Website<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If your website already has a Google Analytics (Universal Analytics) property installed, use the GA4 Setup Assistant wizard and <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/9744165?hl=en\"><span style=\"font-weight: 400;\">follow these steps<\/span><\/a><span style=\"font-weight: 400;\"> to collect data using your existing tags. (You must be using the gtag.js snippet on your site for this method to work properly.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are using Google Tag Manager on your website, you can <\/span><a href=\"https:\/\/support.google.com\/tagmanager\/answer\/9442095\"><span style=\"font-weight: 400;\">follow these steps<\/span><\/a><span style=\"font-weight: 400;\"> to use the GA4 Configuration tag type to implement GA4.\u00a0<\/span><\/p>\n<h3><b>Classy<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You have two options for implementing GA4 across your Classy account:<\/span><\/p>\n<p><b>1.) Using Classy\u2019s Native Google Analytics 4 Integration (Standard)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This method is preferable if you are not currently using GTM across your Classy account, want a simple way to install GA4, and are happy with the way that data (including transactions) currently populate with Classy\u2019s UA integration.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Visit <\/span><b>GA4 Property<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Copy <\/span><b>Measurement ID<\/b><span style=\"font-weight: 400;\"> (under Admin &gt; Data Streams &gt; Select Stream &gt; Measurement ID)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Log into <\/span><b>Classy<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select <\/span><b>Apps + Extensions<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Choose <\/span><b>Google Analytics 4<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Paste <\/span><b>Measurement ID<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Press <\/span><b>Enable Google Analytics 4<\/b><\/li>\n<\/ol>\n<img decoding=\"async\" class=\"aligncenter wp-image-23952 size-full\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/ga4-classy-integration.png\" alt=\"Classy and GA4 integration\" width=\"512\" height=\"384\" \/>\n<p><b>Note<\/b><span style=\"font-weight: 400;\">: If you enable Classy\u2019s Google Analytics 4 integration, your account will <\/span><b>not <\/b><span style=\"font-weight: 400;\">be eligible to use Google Tag Manager due to a Google limitation.<\/span><\/p>\n<p><b>2.) Using Classy\u2019s Google Tag Manager Integration (Advanced)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This method is ideal if you want to begin or maintain the use of GTM across your Classy account while also implementing GA4. It is also worth considering if you would like to customize the way that events and\/or transactions flow from Classy into GA4, as you will have control over parameters and variables.<\/span><\/p>\n<p><a href=\"https:\/\/support.classy.org\/s\/article\/eCommerce-Tracking-for-Classy\"><span style=\"font-weight: 400;\">Follow our guide for step-by-step instructions on how to use GTM to install GA4<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>When to Get Started With GA4<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Google will be sunsetting Universal Analytics by July 1, 2023. You technically have until then to implement Google Analytics 4, but you shouldn\u2019t wait. You don\u2019t want to begin at square zero come July 2023. <\/span><b>In order to have at least a year\u2019s worth of data to compare back to, we recommend implementing GA4 for your organization by July of 2022.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For more information on GA4, check out our webinar, <\/span><a href=\"https:\/\/gofundme.to\/__proxy\/proinfo.gofundme.com\/how-to-unlock-better-reporting-using-google-analytics-4-and-classy.html\"><span style=\"font-weight: 400;\">How to Unlock Better Reporting Using Google Analytics 4 and Classy<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><em>This post was written by Classy&#8217;s partner Media Cause. <span id=\"m_-6790351611013649925gmail-docs-internal-guid-fb642099-7fff-17be-3eda-d6f1e84ee317\"><a href=\"https:\/\/mediacause.com\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/mediacause.com\/&amp;source=gmail&amp;ust=1658883168306000&amp;usg=AOvVaw02L9bHwvuZQSrsfmUKbywx\">Media Cause<\/a>\u00a0is a mission-driven marketing and creative agency that helps nonprofits grow and accelerate their impact.\u00a0<\/span>We take a people-first approach to developing powerful creative, scalable growth strategies, and targeted communications that connect with individuals across their entire supporter journey: from awareness and recruitment to fundraising and advocacy, and every touchpoint in-between.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Analytics has long been a critical part of many nonprofits\u2019 technical stacks. However, Google recently announced that they will stop processing data for Universal Analytics (UA) properties on July 1, 2023 (October 1, 2023, for Analytics 360 properties). All organizations that currently use Google Analytics will need to migrate to Google Analytics 4 before [&hellip;]<\/p>\n","protected":false},"author":126,"featured_media":23950,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11,12],"tags":[],"class_list":["post-23948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Analytics 4: What Nonprofits Need to Know - GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Learn all about Google Analytics 4 (GA4), from the differences between Universal Analytics and GA4 to how you can implement GA4 for your nonprofit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Analytics 4: What Nonprofits Need to Know\" \/>\n<meta property=\"og:description\" content=\"Learn all about Google Analytics 4 (GA4), from the differences between Universal Analytics and GA4 to how you can implement GA4 for your nonprofit.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/\" \/>\n<meta property=\"og:site_name\" content=\"GoFundMe Pro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/classy.org\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-26T11:00:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-10T18:35:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/google-analytics-4.png\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"320\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Luke Dringoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@classy\" \/>\n<meta name=\"twitter:site\" content=\"@classy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Luke Dringoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/\"},\"author\":{\"name\":\"Luke Dringoli\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#\/schema\/person\/b0bc5bfce33c8fb5362e87ed351dcee8\"},\"headline\":\"Google Analytics 4: What Nonprofits Need to Know\",\"datePublished\":\"2022-07-26T11:00:33+00:00\",\"dateModified\":\"2025-06-10T18:35:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/\"},\"wordCount\":1218,\"publisher\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/07\/google-analytics-4.png\",\"articleSection\":[\"Fundraising\",\"Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/\",\"url\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/google-analytics-4-what-nonprofits-need-to-know\/\",\"name\":\"Google Analytics 4: What Nonprofits Need to Know - 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