Learn how to access and understand key campaign statistics, including visitors, pageviews, transactions, and conversion rates, to evaluate and improve your fundraising performance.

How to find these stats

  1. Login to https://4agc.com as a Nonprofit User.
  2. Click on Campaigns on the left menu. 
  3. You will be presented with a list of your current campaigns. 
  4. Click the Statistics link on the campaign you are interested in.
  5. You'll be presented with the Campaign Dashboard for that campaign. This dashboard has many stats for the campaign including visitors, pageviews, and conversion rates. 
  6. Click the tabs (Donation Page, Event Page, or Landing Page) right above the page stats to show the stats for that page.  

Definitions of each stat

  • Visitors are the number of unique browsers that have visited the page. If a person visits the page multiple times from one browser that would count as one visitor. If one person visited the page from two different browsers that would count as two visitors. 
  • Pageviews are the number of times the page has been viewed. Each refresh of the page counts as a pageview. 
  • Transactions are the number of online donations or registrations the page has generated. It does not count any manually entered, offline transactions you may have added. 
  • Conversion Rate is the percentage of visitors that completed an online transaction on the page. 

What is considered a good conversion rate? 

According to the 2024 M+R Benchmarks study, the average conversion rate on a nonprofit's main donation page was 12% in 2023.

For live events, the average online conversion rate is 12.6%, according to benchmarks for live event organizations. You can consider this a rough benchmark for your event pages. 

Use these as general benchmarks. If your conversion rates are higher than 12% you are doing okay. If you are under these rates you'll want to find ways to improve.

Generally, you'll want to aim for higher rates. There are no limits to what you can accomplish with 4aGC. A handful of 4aGC clients have donation pages that convert at 100% or higher (getting more donations than visitors can push you past 100%.) 

How can you improve your conversion rate?  

  • Target the right audience by focusing your campaign on donors or participants who share your mission or values.
  • Use fewer form fields to make donating or registering quick and easy.
  • Add a clear headline and message that shows how their gift or participation will create a positive impact.
  • Include bold, action language like "Donate Now" or "Register Now".
  • Use strong visuals to build trust and inspire action

Need help improving your conversion rate? Reach out to us at support@4agoodcause.com to have us review your pages. 

Other notes

  • Don't see a statistics link on a campaign? Stats are only available for campaigns created after 11/6/24 when we implemented the tracking of this data. Feel free to duplicate an older existing campaign and relink your website to the new campaign URL to start tracking stats for that fundraising effort. 
  • Conversion rate is only available for donation and event pages. Landing pages are not conversion pages. 
  • These stats are updated daily.
  • Be aware that visits by your staff during the testing of pages will add to your visitors and pageview counts.