Google Analytics (GA4) on Grassrootz

Overview

Grassrootz supports Google Analytics 4 (GA4) via Google Tag Manager, giving you visibility into how donors, fundraisers, and supporters interact with your campaigns.

Here is a summary of the functionality:

• Our GA4 integration is built on top of Google Tag Manager, so you will need a GTM account to get started. For more information on how to set up GA4 via GTM on Grassrootz, please view our dedicated help article here.
• The ability to add your own Google Tag Manager code, which can be different for each campaign.
• Generating pageview events for each page visited.
• E-Commerce integration for donations and ticket sales.
• A rich set of custom events to help you track conversions and understand how end users interact with the platform.

Technical details

• Our GTM -> GA4 integration includes:
  • 2 custom triggers: one for custom events being passed through to Google Analytics, and one to enable e-commerce support for financial transactions (donations, sales, etc)
  • 3 custom variables: action, category and label.

Tracking conversions

The platform fires dedicated events when key transactions are completed.  These are the events you should use as conversion goals in GA4:

Transaction	Conversion event	When it fires
Donation	donation	When a donation is successfully processed
Fundraising page setup	join	When a new fundraising page is created
Ticket sale / entry	sale	When a sale is successfully processed

To use these as conversions, consider marking these as "Key events" in GA4.  For more information, please see the Google Analytics Help article on Conversion.

Custom platform events

A number of platform events are generated to help you understand how people are using the platform. For all events the following applies:

• Event category will be set as your Grassrootz campaign name.
• Event label will be the URL where the action took place.
• Event action will be set as per the table below.

General events

Event Action	Notes
purchase	General event for any system transaction (Donation, Sale, Recurring donation, etc), in addition to the specific event firing.  This event fires to integrate with Google Analytics' e-commerce tracking.

Donation form events

These events happen on the donation link for each fundraising page.

Event Action	Notes
donation_form_start	Raised when the form is loaded
donation_amount_selected	Raised after the first step is completed.
donation_details_entered	Raised after the second step is completed.
donation	Raised when the donation is successfully processed.
donation_payment_failed	Raised if the donation fails due to payment.
donation_thank_you_share	Raised when the fundraising page is shared at the donation thank you page.

Setting up a fundraising page

Event Action	Notes
join_form_start	Raised when the form is loaded.
join_account_completed	Raised when the account step is completed.
join_newsletter_opt_out	Raised if the fundraiser opts out of further comms during the login process.
join	Raised when a fundraising page is set up.

Fundraising page tour events

After creating a fundraising page, the user is taken to their new page and prompted to take a guided tour.  The following events track interactions with this tour.

Event Action	Notes
tour_accepted	Raised if the user chooses to take the fundraising page tour.
tour_profile_image_changed	Raised if the avatar image for the fundraising page is changed during the tour.
tour_story_updated	Raised if the story for the fundraising page is changed during the tour.
tour_declined	Raised if the tour is closed.
tour_shared_page	Raised if the page is shared via the final page on the tour.

Additionally, since the tour features a donation form, all the "Donation form events" are raised with a "Tour" prefix (e.g. "tour_donation_form_start" and "tour_donation").  Note that a regular "donation" event will also fire.

Fundraising page activities

Event Action	Notes
blog_posted	Raised when the user posts an update on their page.
fitness_app_connected	Raised when any fitness app is connected to a fundraising page.
strava_connected	Raised when a Strava account is connected to a fundraising page.
fitbit_connected	Raised when a Fitbit account is connected to a fundraising page.
donation_replied	Raised when a donation receives a reply from the fundraiser.
page_fundraising_target_changed	Raised when a fundraiser changes the target amount in their page.
page_fitness_target_changed	Raised when a fundraiser changes the fitness target in their page.
page_updates_tab_clicked	Raised when someone clicks on the "Updates" tab in a fundraising page.
page_leaderboards_tab_clicked	Raised when someone clicks on the "Leaderboard" tab in a fundraising page.
page_donation_tab_clicked	Raised when someone clicks on the "Donations" tab in a fundraising page.

Ticket sale/entry events

Event Action	Notes
sale_form_start	Raised when the first step is loaded.
sale_entry_ticket_selected	Raised when an entry/ticket selection is completed.
sale_entry_details_entered	Raised when the personal details step is fully completed.
sale_entry_merchandise_selected	Raised when the merchandise step is completed.
sale_entry_waivers_selected	Raised when the waivers are accepted.
sale_fundraising_details_selected	Raised when the fundraising details are completed.
sale_donation_opt_out	Raised if the user opted out of making a donation alongside the purchase.
sale_coupon_applied	Raised if a coupon is redeemed during the purchase.
sale_payment_failed	Raised if the payment failed during a sale.
sale	Raised when the sale is successfully processed.

Additionally, since a fundraising page and/or donation may be also processed during a sale, the respective "join" and "donation" events will also be raised alongside the "sale" event when applicable.

Sharing events using the page widget

Event Action	Notes
page_widget_share	Raised when any of the sharing buttons are clicked on the main page widget.
page_widget_qr_requested	Raised when the QR share button is clicked.
page_widget_qr_downloaded	Raised when the QR code is downloaded via the "Download" button on the QR code window.
page_widget_link_copied	Raised when someone copies the link to their page using the main page widget.
page_widget_facebook_share	Raised when someone clicks the Facebook share button.
page_widget_twitter_share	Raised when someone clicks the Twitter share button.
page_widget_linked_in_share	Raised when someone clicks the LinkedIn share button.
page_widgetEmailShare	Raised when someone clicks the Email share button.

PlaceHub (formerly known as "VIP Console") events

Event Action	Notes
vip_new_application_started	Raised when the user enters the PlaceHub form and lands on the account creation/login step.
vip_new_account_completed	Raised when the user completes the "Account" step of the PlaceHub form.
vip_new_application_submitted	Raised when the user successfully submits the form for approval.
vip_claim_application_started	Raised when the user enters the Claim form.
vip_claim_application_details_entered	Raised when users complete the first section of the claim form.
vip_claim_application_waivers_accepted	Raised when users complete the waivers step of the claim form.
vip_claim_application_signed	Raised when users digitally sign their entry the claim form, if enabled.
vip_claim_application_completed	Raised when the user successfully completes the claim form.