Campaign analytics: reports, tracking pixels, and UTM parameters

Understanding your campaign data

GiveCampus gives you a full suite of reporting and analytics tools to measure campaign performance, understand donor behavior, and demonstrate impact to stakeholders.

The All Gifts Report

The All Gifts Report is your most comprehensive tool. It includes every gift with details like: donor name and email, gift amount and date, payment method, designation, affiliation(s), whether the donor covered the processing fee, recurring gift status, and advocate attribution. You can filter and export this report as a CSV for import into your CRM. See our dedicated All Gifts Report article for a full breakdown.

Campaign dashboard metrics

Each campaign has a real-time dashboard showing key metrics at a glance:

• Total raised — Sum of all gifts (online and offline)
• Donor count — Number of unique donors

These numbers update in near-real time, making the dashboard especially useful during Giving Days.

Tracking links and UTM parameters

To understand where donors are coming from, use Unique Tracking Links or append UTM parameters to your campaign URL. GiveCampus has a built-in tracking link creator:

1. Go to your campaign's Marketing or Tracking Links section
2. Create a new link with a descriptive name (e.g., March Email Blast or Instagram Bio)
3. Share the generated link in that specific channel

Gifts through a tracking link are tagged in reporting, so you can see exactly how many donors and dollars each channel produced. You can also append standard UTM parameters (e.g., ?utm_source=email&utm_medium=march_blast) to any campaign URL.

Tracking pixels and Google Tag Manager

For institutions using Google Analytics, Facebook Pixel, or other marketing tools, GiveCampus supports tracking pixel integration via Google Tag Manager (GTM):

1. Get your GTM container ID (formatted as GTM-XXXXXXX)
2. Contact your Partner Success Manager to have it added to your account
3. Once configured, GTM fires on campaign and giving form pages, allowing you to track page views, form starts, and completed gifts in your analytics platform

See our Google Tag Manager Code article for more details.

Supported tracking pixels, limitations, and where to place conversion pixels

GiveCampus supports a limited set of built-in tracking pixels to ensure reliability and ease of management. Currently, only Facebook and Twitter pixels are supported; additional third-party providers are not supported.

Tracking pixels are configured at the campaign level under the Tracking Pixels section in your campaign settings. In this area, you can add or remove pixels for a specific campaign. Supported pixel locations include:

• Campaign Landing Page
• Donation Form Page
• Donation Payment/Checkout Page
• Donation Confirmation Page

To fire a conversion pixel—that is, a pixel that fires only after a donor completes a gift—add it to the Donation Confirmation Page. This page appears after a successful transaction, ensuring that the pixel tracks only completed gifts.

Troubleshooting and gotchas

• If your pixel does not fire, verify that it has been added via the campaign-level Tracking Pixels settings and that you are using a supported provider (Facebook or Twitter).
• The Tracking Pixels interface accepts only these two providers. For broader tag management (for example, running multiple third‑party tags), refer to the earlier "Tracking pixels and Google Tag Manager" section. Note that the pixel interface and the GTM container are separate controls.
• When testing, complete a full gift flow. Testing on pre-payment pages will not confirm that a pixel placed on the Donation Confirmation Page fires as expected.

Donation report delivery

Set up automated donation reports emailed to your team at regular intervals—daily, weekly, or after each gift. Configure these under School Dashboard > Reporting. Reports include a summary of new gifts and can be sent to multiple recipients.

Custom reports

For specific analysis, use Custom Reports to build filtered views of your data. Filter by date range, campaign, designation, affiliation, payment method, and more. Save configurations for quick access during future campaigns. See Creating and Managing Custom Reports for a full walkthrough.

Tips for data-driven fundraising

• Set up tracking links before launch. Create links for every channel—it's much harder to attribute gifts after the fact.
• Monitor conversion rates. Lots of views but few gifts? The issue may be form design or suggested amounts, not marketing.
• Compare campaigns over time. Look at metrics across campaigns to identify what's working.
• Export regularly. Download your All Gifts Report and import it into your CRM promptly.

Questions? Reach out to your Partner Success Manager or contact us at info@givecampus.com.