Google Analytics (GA4) on Grassrootz

Overview

We have recently launched GA4 (Google Analytics 4) support on the platform. Similar to our previous support for Universal Analytics, it includes custom events, page visits as well as other exciting features. 

Here is a summary of the functionality:

• Our implementation of Google Analytics 4 is built on top of Google Tag Manager, so you will need a GTM account to leverage GA4 support on Grassrootz. For more information on how to set up GA4 via GTM to use on our platform, 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.
• Goal driven "pageview" events for donations, sales and fundraising page creation.
• A number of events to allow you to understand how end users are making use of fundraising pages and features on the platform.

Technical details

• Our GTM -> GA4 integration includes:
  • 2 custom triggers
    • One for custom events being passed through to Google Analytics
    • One to enable e-commerce support for financial transactions (donations, sales, etc) being added to GA.
  • 3 custom variables (to showcase similar data as Universal Analytics allowed)
    • action
    • category
    • label
• Goal driven "pageview" events, for the main system transactions, example:
  • When someone lands on the donation form (example link:https://example.grassrootz.com/grassrootz-fitness/donate) we will generate a "pageview" event on that page ("grassrootz-fitness/donate"), but if the donation is completed we will generate another "pageview" event for "grassrootz-fitness/donate/thankyou".
  • When someone lands on the fundraising form (example link:https://example.grassrootz.com/grassrootz-fitness/join) we will generate a "pageview" event on that page ("grassrootz-fitness/join"), but if the registration is completed we will generate another "pageview" event for "grassrootz-fitness/join/thankyou".
  • When someone lands on the sales form (example link:https://example.grassrootz.com/grassrootz-fitness/tickets) we will generate a "pageview" event on that page ("grassrootz-fitness/tickets"), but if the sales is completed we will generate another "pageview" event for "grassrootz-fitness/tickets/thankyou".

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). This event is used for GA e-commerce integration.

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.

Fundraising page tour events

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. "TourDonationFormStart").

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.

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.

During the ticketing/sale process

Event Action	Notes
sale_form_start	Raised when the first step is loaded.
sale_entry_ticket_selected	Raised when a 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.

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.

In the VIP console process

Event Action	Notes
vip_new_application_started	Raised when the user enters the VIP form and lands on the account creation/login step.
vip_new_account_completed	Raised when the user completes the "Account" step of the VIP 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.