In this episode of Fundraising Today and the Go Beyond Fundraising podcast, we explore how nonprofits can use Google Analytics 4 (GA4) to boost their fundraising efforts. Emil Isaakov, a data analyst with Allegiance Group + Pursuant, walks us through the significant changes that GA4 brings, such as event-based tracking and predictive metrics.Emil also outlines the steps nonprofits can take to optimize their websites for better conversions. He touches on additional integrations with Google Ads and Google BigQuery that can help organizations build on and store the data they’re getting through GA4.In addition, we’ll look at GA4 through the lens of a few specific examples: How nonprofits can determine which communication channels are giving them the biggest bank for their buck, and how they can use GA4 to grow their email newsletter.