AI meets GA4! Can charities trust their analytics data?

A turning point for charities and their data

Google has introduced a new feature in Google Analytics 4 (GA4) that lets us ask questions about our website data, using everyday language. On the surface, this feels like a big step forward. We don’t need to dig through complex reports or dashboards any more.

But the real question is this: if the data going in isn’t reliable, how can we trust what’s coming out?

This shift in how charities use data is exciting. But to make the most of it, we need strong foundations first.

What’s changed in Google Analytics 4?

The latest update in GA4 includes an AI-powered tool that lets us chat directly with our data. We can ask things like:

• “How many people donated last month?”
• “What channels brought the most traffic to our appeal page?”
• “Which campaign had the highest volunteer sign-ups?”

The answers come quickly and clearly. No technical knowledge needed.

But here’s the thing. GA4 will still give us an answer, even if the data isn’t right. If events aren’t set up properly or goals are missing, the tool might sound confident but lead us off course.

It’s a bit like baking a cake with the wrong ingredients. It might look fine from the outside, but once you cut into it, it just doesn’t hold up.

What should we be doing right now?

Before we start relying on AI tools to guide our decisions, we need to make sure our data is accurate, consistent and meaningful. Here’s what we recommend:

• Audit your GA4 setup – Are all your important supporter actions being tracked? Think donations, sign-ups, downloads and enquiries.
• Keep tracking clean and consistent – A simple, well-structured setup helps both people and AI understand what’s going on.
• Check your attribution settings – Can you clearly see where your supporters are coming from and what actions they’re taking?
• Review regularly – Tracking can drift. A quick monthly check can save hours of confusion later on.

Why this matters

We have a saying at Arkyard:

“The most expensive activity cost is making decisions with bad data.”

And it’s not just about money. It’s time spent chasing the wrong goals, energy poured into campaigns that miss the mark, and opportunities lost because the numbers pointed us in the wrong direction.

When the data’s wrong, the whole picture gets blurry. That’s why we believe good decisions start with clear, accurate insight. This is where real value lives — not in more data, but in better data.

Our thinking at Arkyard

At Arkyard, we’re excited by what tools like AI can unlock. But we also believe in keeping things simple and sound.

AI is useful, but it’s not a shortcut. It’s a layer built on top of your existing data. If that data isn’t right, the AI isn’t helping. It’s just responding faster to the wrong stuff.

This isn’t about doing more, faster. It’s about doing the right things based on data we can actually trust.

How we’re supporting charities right now

Here’s just a few ways we are helping our clients to ensure they are understanding and making the most of these changes:

• Running GA4 audits to spot gaps, broken tracking and areas for improvement.
• Helping teams map and document the supporter journeys they actually want to track.
• Creating simple, scalable tracking frameworks that don’t get messy over time.
• Offering training and support to help teams feel confident using new tools like GA4’s AI features.

We work side by side with charities to make their data work harder, without the overwhelm. This is about clarity, not complexity.

Next Steps

If you’re not sure your GA4 setup is working properly, or you’re curious about how these new tools could support your team, we’re here to help.

Book a free 30-minute chat with Arkyard.
We’ll take a look at where you’re at, talk through any gaps or concerns, and offer honest advice on what to do next.

No jargon. No pressure. Just a clear plan to help your data support your mission!