Campaign analytics: reports, tracking pixels, and UTM parameters

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 Tracking & Analytics > Links & Appeal Codes 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.

The Tracking & Analytics section includes a Statistics tab that displays aggregate campaign performance data.

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 Online Giving > Reporting > Settings. 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.

FAQ — Can I add a Facebook/Twitter pixel to a school page or a tiered landing page?

No. Tracking pixels added through the built-in Tracking Pixels interface can only be attached to individual campaigns and giving forms. There is no Tracking Pixels section on school pages, tiered landing pages, or other non-campaign pages.

For pages that aren’t campaigns

• Use Google Tag Manager (GTM) for broader tag management or to run additional providers not supported by the built-in UI (for example, LinkedIn or TikTok). When configured for your account, GTM fires on campaign pages and giving form pages.

To add or review a built‑in pixel on a campaign

1. Open the campaign in the admin and navigate to Tracking & Analytics > Tracking Pixels in the campaign sidebar.
2. In the Tracking Pixels form, complete these fields as shown:
   • Provider (dropdown: Facebook or Twitter)
   • Pixel Code (enter your pixel ID)
   • Location (dropdown with these options: Campaign Landing Page, Donation Form Page, Donation Payment/Checkout Page, Donation Confirmation Page)
   • Event (Facebook only) (optional; leave blank to use the default event)
3. Click Create and Insert Tracking Pixel to add the pixel to your campaign.

Supported providers and locations

• Built-in UI supports only Facebook and Twitter pixels. • Locations available: Campaign Landing Page, Donation Form Page, Donation Payment/Checkout Page, and Donation Confirmation Page.

Testing and checklist

• To track completed gifts, add conversion pixels to the Donation Confirmation Page so they fire only after a successful transaction. • For testing, complete a full gift flow—not just the pre-payment pages—to confirm that a conversion pixel works as expected. • If you need to deploy tags for providers not supported by the built-in UI or manage multiple tags centrally, use GTM (configured by your Partner Success Manager, firing on campaign and giving form pages).