Givebutter Widgets automatically capture and store attribution data when visitors interact with your donation forms. This powerful feature helps you understand which marketing channels, campaigns, and content drive the most donations, allowing you to optimize your fundraising strategy.
Automatic Tracking
The following parameters are automatically tracked when someone visits a page with a widget installed:
UTM Parameters
UTM (Urchin Tracking Module) parameters are the standard way to track marketing campaign performance:
| Parameter | Description | Example |
|---|
utm_source | Identifies the source of your traffic | facebook, google, newsletter |
utm_medium | Specifies the marketing medium | social, email, cpc, banner |
utm_campaign | Names the specific campaign or promotional effort | spring-fundraiser, year-end |
utm_term | Tracks specific keywords in paid search campaigns | nonprofit-donation, charity |
utm_content | Distinguishes between different content or ads in one campaign | blue-button, hero-cta |
| Parameter | Platform | Description |
|---|
gclid | Google Ads | Google Click ID for conversion tracking |
wbraid | Google Ads | Web to App tracking on iOS 14+ (privacy-safe) |
gbraid | Google Ads | App to Web tracking on iOS 14+ (privacy-safe) |
gclsrc | Google Ads | Identifies the Google Ads source (ads, other services) |
dclid | Google (DCM) | DoubleClick Click ID for Display & Video 360 |
fbclid | Meta/Facebook | Facebook Click ID for conversion tracking and attribution |
Troubleshooting
Attribution data not appearing? Ensure the Widgets library is installed on the page where
visitors land with UTM parameters. The library must load before the user navigates away.
