Set up Google Analytics (GA4) for your charity site
Organizational setupTools · about 20 min · Charity owners and the volunteer maintaining the website
Google Analytics 4 (GA4) is the free standard for measuring website traffic — how many people visit, where they come from, and what they do.
It’s the foundation for the impact reporting behind FFC’s Data & Analytics work, and pairs with Microsoft Clarity’s behavior view.
Measure what matters
Set up GA4 to track the actions that show impact — donations, sign-ups, contact clicks — not just raw page views. Clear, free measurement turns the charity’s website into evidence you can show funders.
- 1
Create a GA4 property
Go to analytics.google.com, sign in with the charity’s Google account, and create an Account and a GA4 property for the website. Copy the Measurement ID (starts with G-).
- 2
Connect it to the site
Add the Measurement ID to the charity’s website so GA4 starts collecting data — FFC can wire this in for you. Use Google’s Realtime report to confirm it’s working.
- 3
Define key events and read reports
Mark the actions that matter (e.g. donate, contact, volunteer sign-up) as key events, then check the Reports for traffic, sources, and those events over time.
Pair GA4 (how many / where from) with Microsoft Clarity (how they behave) for the full picture of your site.
Common questions
Is Google Analytics free?
Yes — GA4 is free for the vast majority of nonprofit sites. (Separately, Google for Nonprofits offers the Ad Grant, which does require 501(c)(3) status, but GA4 itself doesn’t.)
GA4 or Microsoft Clarity — which do I need?
Both. GA4 measures traffic and conversions; Clarity shows on-page behavior via heatmaps and recordings. They answer different questions, so FFC sites typically run both.
Next setup guides
Stuck on any step? Text Clarke Moyer at (520) 222-8104 — every step is meant to be simple, so if something doesn't match what you see, ask.