Google Analytics (Universal Analytics) Integration

How Fundraise Up integrates with Google Analytics, what data is sent, and where it's located.

This article is about the older version of Google Analytics—Universal Analytics. If you're looking for information on the newest version, Google Analytics 4, please visit this article


Universal Analytics properties will stop processing data on July 1, 2023, so you should consider creating a Google Analytics 4 property soon.

Google Analytics is an important, free tool that allows you to analyze how people interact with your website. Since Fundraise Up is part of your website experience, you may want to track certain actions that happen within it. Our native integration with Google Analytics allows you to do this very easily without needing a developer.

How it works

If Google Analytics is enabled in the "marketing pixels" section of Fundraise Up settings, then Fundraise Up will send data to all Universal Analytics properties detected on the page. There is no need to provide Fundraise Up your property ID since it's automatically detected.

If you use a cookie consent tool, which is the norm for EU organizations, using our native integration isn't recommended. If a user opts out of trackers, those preferences aren't connected to FRU, so we will send events regardless. You may want to consider a custom integration, so please consult with your compliance teams.

Setting up the integration

  1. First, make sure that Google Analytics is enabled within the "marketing pixels" section of your account's settings. If you'd like to test the integration by sending test donations to GA, make sure "Track test data" is enabled.
  2. Next, we'll need to enable Ecommerce and Enhanced Ecommerce Reporting within your Google Analytics view settings. 
    1. Sign in to Google Analytics and go to the “Admin” menu.
    2. Make sure the right account, property, and view is selected from the drop-down menus and then click "Ecommerce Settings."
    3. In Ecommerce Settings, make sure "Enable Ecommerce" and "Enable Enhanced Ecommerce Report" are both turned ON. Click save.

You will need to repeat these steps for each of your property's views.

Now that you've enabled the Ecommerce features in your Google Analytics account, data will start to flow into your Ecommerce reports.

Data sent to Google Analytics


Ecommerce reports are meant to analyze purchase activity on your site, but we re-purpose these reports and send donation-based data because they allow us to send more transactional data. Ecommerce reports can be found in Conversions >> Ecommerce.

Within the Ecommerce reports, you are able to see campaign and transaction information, average order (donation) value, conversion rate, time to purchase, and more.

Here is how Fundraise Up data will appear in your Ecommerce reports:

Google Analytics Dimension Fundraise Up
Product Price Donation Amount (includes transaction fees)
Transaction ID Donation ID
Product Campaign Name
Product SKU Campaign ID
Product Category One-time/Monthly


Here is purchase event schema from the dataLayer:

    event: "purchase",
    ecommerce: {
        currencyCode: "USD",
        purchase: {
            actionField: {
                id: "DGJMZSSJ",
                affiliation: "Fundraise Up",
                revenue: 26.9
            products: [
                    id: "FUNVEUWLLTJ",
                    name: "Test Campaign",
                    variant: "One-Time Donation",
                    price: 26.9,
                    quantity: 1,
                    brand: "Fundraise Up",
                    category: "One-Time Donation"


Events are user interactions with content that can be measured independently of a web-page or screen load. Downloads, link clicks, form submissions, and, in Fundraise Up's instance, check opens, checkout closes, and donations are all examples of actions you might want to analyze as events. The primary difference between ecommerce and events is that ecommerce events contain transaction data and events do not. However, you can create goals and funnels with events, but not with ecommerce.

Our native Google Analytics integration sends 3 events: checkout open, checkout close, and checkout complete.

Name Trigger Event Details
Checkout Open Whenever a Fundraise Up checkout is opened.

eventCategory: 'Fundraise Up Checkout Events', 

eventAction: 'Fundraise Up Checkout Open', 

eventLabel: + ' (' + + ')',

Checkout Close Whenever a Fundraise Up checkout is closed, regardless if a donation occurred or not. eventCategory: 'Fundraise Up Checkout Events',

eventAction: 'Fundraise Up Checkout Close',

eventLabel: + ' (' + + ')'
Checkout Complete Whenever a Fundraise Up donation occurs. eventCategory: 'Fundraise Up Checkout Events',

eventAction: 'Fundraise Up Checkout Complete',

eventLabel: + ' (' + + ')'


To see these events within Google Analytics, go to Behavior >> Events >> Overview. Here you can see the event category, action, and label as detailed in the table above.

Frequently Asked Questions

Why doesn't my Fundraise Up and Google Analytics data match? 

Google Analytics relies on sampling, so it will never match 1:1 and shouldn't be used as a precise ledger. Further, Google Analytics and Google Tag Manager are sometimes blocked from firing by donor's ad blockers, which can result in a ~20% difference between Fundraise Up and Google Analytics data. This is expected.