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Lazy Ferret
Useful technologies for humans

Blackbaud Online Express donation tracking

Easily track your Blackbaud Online Express donation forms with Google Analytics, Google Ads and Facebook



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Finally, you can integrate Google Analytics and Facebook with Online Express!

Add the ability to track conversions for your donation forms with Google Analytics, Google Ads and Facebook.

Designed for BlackBaud
Simple to install
Thoroughly tested

How it works

When a user successfully makes a donation a Google Analytics event, e-commerce transaction, and a Facebook conversion event will be automatically triggered. The value of the donation is included within these events. No configuration is required, we think it couldn’t be any easier to setup. None of your data ever leaves your site so you don’t have to worry about that either.

Google Analytics 2 and 3 event & e-commerce structure (analytics.js and ga.js)

The event structure for Google Analytics is as follows:

Category: [ BlackBaud donation ]
Action: [ Submission ]
Label: [ Single ] or [ Monthly ]
Value: The value of the donation

You can view the events from your GA dashboard by selecting [ Behaviour ] > [ Events ]

If you have e-commerce enabled, the transaction structure is:

Item name: [ Single ] or [ Monthly ]
Item category: [ Donation ]
Item price: The value of the donation

You can import Google Analytics goals and transactions into Ads by linking your accounts.

Google Analytics 4 event & e-commerce structure (gtag.js)

Event name: Purchase
Value: The value of the donation
Item ID and Name: [ Single ] or [ Monthly ]

Facebook conversion structure

The Facebook conversion uses the standard [ Donate ] event name and passes the value of the donation.

Google Ads

A Google Ads conversion tag can be triggered and it requires a small modification to your code snippet – please let us know and we’ll set this up for you.

When triggered, the conversion will also pass the value of the donation.

For developers

We’ve added a handy javascript event which triggers when a form is successfully submitted [ lfFormSubmit ], so you can easily trigger your own code by adding an event listener.

15-day money-back guarantee if you change your mind.

As used by
Great Barrier Reef Foundation

Installing this script is easy – all you have to do it copy our code snippet (which is a few lines of code) and paste it at the bottom of the body tag on the page. If you have a friendly developer, it’s a quick and simple job, or we can help.

Alternatively you can add the script via Google Tag Manager using ‘DOM ready’ as the trigger.

You’ll receive a link to your code snippet once you complete checkout.

Any questions, let us know.

We'll only contact you to help with this enquiry and for no other reason

Thanks so much for your enquiry, we'll get back to you shortly.

Sorry something has gone wrong, please try again.

How many sites can I use a snippet on?

  • Each snippet is licensed for use on a single domain / sub-domain, if you’d like to use on more than one domain, add the right number of items to the basket

My script isn’t working – what should I do?

  • Your code snippet is linked to your domain, if you’ve updated the domain you’ll also need to update the snippet (and then clear your browser cache)
  • Make sure your domain is in the format ‘’ e.g. and not
  • Make sure your snippet is at the bottom of the <body> tag
  • Get in touch via the ‘Enquire’ tab and we’ll do our best to help