Website tracking, so you don't miss new donors.

As you move your charity or business online right now, for the first time, you can create a digital journey to guide them from unaware to lifelong advocates. But only if you have the right free tools set up on your website.

Otherwise, you could be missing new potential donors, who visit your website and don't return.


What you'll read in this article

  • Adding tracking pixels to your site
  • Keeping them organized - Google Tag Manager (GTM)
  • Google Analytics and Google Ads
  • Facebook Pixel
  • Next Steps

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Adding tracking to your website

People are visiting your website instead of your store. Giving online, instead of fundraising at your event or in your church service.

Now you can see if people make it to your donation page, but don’t make a donation. If they make it to a product page and don’t buy. And where you need to make improvements.

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Keeping them organized - Google Tag Manager (GTM)

Google Tag Manager is a free way to keep all of your tracking codes in one place and do one simple install to your website. If you struggle with coding or getting access to your website, GTM lets you install new code, without having to bother your developer each time.

Google Tag Manager (GTM) acts as a container to hold your Google analytics, Facebook Pixel and more in one place. Once the code for your GTM account is installed on your website, you can fully use your Google dashboard to add more codes, without having to edit anything else on your website.

Get started at to create your account.

Adding Google Analytics to your website

Once your Google Tag Manager account is set up, you'll want to link your Google Analytics tag to a Google Tag container.

Google Analytics, gives a full view of how many people visit your website. This includes when they do, where they're from, what pages are visited, what content is most popular and what is pushing people away.

Set up your Google analytics account at

And then connect your Google Analytics to your Google Tag Manager account.

Adding Google Ads code to your website

If you plan to use Google Ads for your organization, for instance, like using the $10,000 monthly Google Nonprofit Grant, you'll need a Google Ads code added to your Google Tag Manager.

Create your Google Ads account at

And then connect your Google Ads to your Google Tag Manager account.

Install Your Facebook Pixel

Facebook Pixels are a piece of code you can install on your website to better understand the people who visit your site. This works great when people click on your Facebook / Instagram posts and ads, but it's not limited only to that.

As long as the people visiting have a Facebook or Instagram account, the pixel will be able to connect their actions to their account, making it easier for you to understand who visits your nonprofit's website and if they completed actions from your ads, like donating to your charity.

To start, you'll want to create a Facebook Business Manager account. This is different from your Facebook Page.

Business manager will connect all of your Facebook assets in one place. This includes your organization's Facebook Page, Instagram Account, Ad Account and Facebook Pixel.

Once you've created your ad account, you can create your new Facebook Pixel in your business settings.

Then, you can add your Pixel's tracking code to your Google Tag Manager account.

Having trouble? Or wondering what to do next?

This is the first of a few steps, to getting your digital donor journey ready.

If you're having trouble setting this up,


If you want more ways to optimize your website to get more donations,

let's start making your fundraising easier.