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Introducing conversion tracking

Turn Paid Ads into Predictable Donations with the New Conversion Tracking

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  • By
David Bisset
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If you run paid ads on Meta or TikTok for your nonprofit, you already know the pain. Your ad platform tells you it drove 200 “conversions,” but your dashboard shows 40 donations. The math never adds up, the algorithm never learns, and your cost per donor keeps climbing. Charitable Conversion Tracking fixes the root cause by sending the donation amount, currency, and campaign context that ad platforms actually need to optimize.

Why Accurate Conversion Data Changes Everything

Meta and TikTok ad algorithms do not optimize on conversions alone. They optimize on conversion value. A Purchase event that reports $150 for an “Annual Fund” recurring donation teaches the algorithm a completely different lesson than an empty, generic “conversion fired” ping. Get this data right and you spend less to acquire each donor. Get it wrong and you pay for traffic that never gives.

See It In Action

Native Pixel Events, Built Into Charitable

Conversion Tracking fires the events your ad platforms expect, with the data they need, directly from your Charitable donation flow. No extra pixel plugin required.

⚡ Meta Pixel: Fires both Purchase and Donate events on every confirmed donation with value, currency, content_ids, content_name, and content_category.

🎯 TikTok Pixel: Fires CompletePayment with full donation value, currency, and campaign identifiers formatted exactly the way TikTok expects them.

💰 GTM dataLayer: Pushes charitable_donation_complete events with donation ID, value, currency, campaign ID, campaign name, donation type, and payment method, ready for GA4, Google Ads, or any custom tag you configure.

Three Funnel Moments, Tracked Automatically

Top-of-funnel events matter too. Conversion Tracking automatically fires events at the three moments that matter most on a nonprofit site, so your ad platforms see the full donor journey.

👁️ Campaign page view: ViewContent on Meta and TikTok, charitable_campaign_view on the dataLayer.

📣 Form opened: InitiateCheckout on Meta and TikTok, charitable_initiate_checkout on the dataLayer.

✅ Donation confirmed: Purchase plus Donate on Meta, CompletePayment on TikTok, and charitable_donation_complete on the dataLayer.

Privacy That Respects Your Donors

Your donors trust you. Your consent setup should reflect that. Conversion Tracking reads visitor consent automatically through the WP Consent API, so compatible consent managers just work.

🤝 WP Consent API support: Works out of the box with CookieYes, Complianz, and any consent plugin that follows the WP Consent API standard.

🛠️ Filter hook fallback: Sites with custom consent managers can wire up their own logic through the charitable_pixel_consent_granted filter.

🔒 No CMP, no blocker: Sites without a consent manager fire pixels by default, with cookies properly registered so compliance tooling can discover them.

No Developer Needed

Enter your pixel IDs. That’s the setup. Conversion Tracking picks up every donation across every gateway, including Stripe, PayPal, Square, Braintree, Mollie, and Offline, with zero template edits.

🧩 One settings tab: Three ID fields under Charitable > Settings > Advanced > Conversion Tracking.

⚙️ Empty field equals off: Leave a platform’s ID blank and nothing is injected. No separate toggle to remember.

🚀 Works on every form: Single-step forms, multi-step forms, inline Stripe, PayPal Standard, and offline all route through the same receipt page trigger.

Built-In Admin Reporting

Conversion Tracking logs what happened for every donation, so you can confirm tracking without leaving WordPress.

😊 At-a-glance column: The Donations list shows a green check when all configured platforms fired, an orange lock when consent was denied, a grey clock for pending donations, and a grey dash when no pixels were configured at the time.

📊 Per-donation detail: Each donation’s edit screen shows exactly which platforms fired and when, so you can reconcile discrepancies with Meta Events Manager or TikTok Events Manager in seconds.

For Agencies and Developers

Hooks, Filters, and Full Customization

Override the primary campaign on multi-campaign donations with charitable_pixel_primary_campaign. Expand which donation statuses fire conversions with charitable_pixel_fire_statuses. Integrate your own consent logic with charitable_pixel_consent_granted. The addon also stores a per-donation _charitable_pixel_event_id meta key, reserved for future Meta Conversions API deduplication work.

Built for Client Deployments

Conversion Tracking activates cleanly across multi-site and agency-managed installs. License, consent, and tracking state are self-contained, so migrating a client’s pixel setup is a matter of copying three IDs.

Get Started with Conversion Tracking

If you are running paid ads and using Charitable Pro, the upgrade math is simple. Install Conversion Tracking, paste in your pixel IDs, and let your ad platforms start learning from real donation data. Full parameter reference, hook documentation, and consent details are in the Conversion Tracking documentation.

Read the Conversion Tracking Documentation →

Not Yet a Charitable Pro User?

Charitable has been installed on over 1 million WordPress sites and trusted by nonprofits, churches, schools, and cause-driven organizations around the world. Donation Recovery is one of many Pro-exclusive features built to help you raise more, with less effort.

Here are just some of the features you get access to:

  • Recurring Donations
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  • Donations Feed
  • Mini Donation Widget
  • Advanced Reporting
  • Peer-to-Peer Fundraising
  • Donation Goal Thermometers
  • Email Notifications
  • Customizable Donation Forms

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author avatar
David Bisset Project Manager
David is the project manager of Charitable since 2022. David works with several non-profits (one operated by his wife) along with managing and developing features, support, and marketing for Charitable. Has been with WordPress since 2006 and has been lead organizer of multiple conferences, events, and meetups.
See Full Bio
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Improvement Payments

💸 Introducing Tiered Rates for Fee Relief: Match the Ask to the Gift!

Fee Relief asks your donors one short question at checkout: would you like to cover the processing fee on this gift? Until now that question used a single rate for every donation on a gateway, so a $10 gift and a $500 gift were asked for the same percentage. Fee Relief 1.3.0 lets you set as many donation bands as you like, each carrying its own rate. Why this is important:

  • 🪙 Gentler on small gifts: A fixed transaction cost is a far bigger share of a $10 donation than a $500 one, so bands let you ask for less at the bottom.
  • 🎚️ As many bands as you need: Each band carries its own percentage and its own fixed amount, and the top band runs on with no upper limit.
  • 🛑 An optional ceiling: A Maximum fee field stops any donor being asked for more than a number you choose, however large the gift.
  • 🔌 Set per payment gateway: Stripe can run on four bands while Windcave and Payfast stay on a single rate, because bands belong to a gateway and not to your whole site.
  • 🛡️ Nothing changes until you say so: Your current rates stay exactly as they are until you switch Use Tiered Rates on under Charitable » Settings » Advanced » Fee Relief.

Check out our announcement here.

author avatar
David Bisset Project Manager
David is the project manager of Charitable since 2022. David works with several non-profits (one operated by his wife) along with managing and developing features, support, and marketing for Charitable. Has been with WordPress since 2006 and has been lead organizer of multiple conferences, events, and meetups.
See Full Bio
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Donations Improvement

📊 Your Pro Dashboard Can Now Compare, Export, and Score!

Most fundraising dashboards only tell you how much you have raised. Charitable Pro 1.8.19 rebuilds the dashboard and the Reports Overview around the harder questions: whether anything is broken, whether this period beat the last one, and which single change would make the most difference today. Why this is important:

  • 📈 Every figure has a trend: Pick a period and the tiles and the chart move together, with each total shown against the previous period.
  • 🗓️ Charts that stay readable: Short ranges group donations day by day, while longer ranges group by week or month, so a full year reads as a curve instead of a flat line.
  • 🔀 Compare any 2 periods: Not just consecutive ones, so you can ask how this December did against last December. That matters because fundraising is seasonal.
  • 📤 Export the whole summary: Send the full overview out as CSV or PDF, ready for a board pack or a funder report.
  • 🎯 Score your setup for free: Have your fundraising setup scored, so the one change worth making next is the one you can see.

Check out our announcement here.

author avatar
David Bisset Project Manager
David is the project manager of Charitable since 2022. David works with several non-profits (one operated by his wife) along with managing and developing features, support, and marketing for Charitable. Has been with WordPress since 2006 and has been lead organizer of multiple conferences, events, and meetups.
See Full Bio
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Feature New

🎟️ Introducing Charitable Events: Sell Tickets Inside Your Campaigns!

Most nonprofits sell event tickets in one tool and collect donations in another, which leaves two sets of reports and a manual match at the end of the year. Charitable Events brings both together, selling tickets through the same donation forms and payment gateways you already run in Charitable. Why this is important:

  • 🎟️ Every ticket is a donation: Ticket sales run through the gateway you already use and count toward the campaign goal, with everything managed under Charitable » Events.
  • 📱 QR check-in from any phone: Each attendee gets their own QR code on the receipt, and volunteers scan at the door through a check-in link that needs no WordPress account.
  • 🧾 Receipts ready for tax time: Give each ticket type a fair market value, and Charitable puts the correct tax-deductible amount on every donor receipt.
  • 📋 Attendee details at checkout: Ask every guest for a meal choice, shirt size, or access needs, with a separate attendee record created for each ticket.
  • 🗓️ Blocks and calendars included: Three editor blocks plus Sugar Calendar and The Events Calendar support put your events where supporters already look.

Check out our announcement here.

author avatar
David Bisset Project Manager
David is the project manager of Charitable since 2022. David works with several non-profits (one operated by his wife) along with managing and developing features, support, and marketing for Charitable. Has been with WordPress since 2006 and has been lead organizer of multiple conferences, events, and meetups.
See Full Bio
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ai New

🚀 Unleash AI Power in Charitable!

Your AI assistant can now build, edit, and manage your Charitable fundraising campaigns directly — just by asking. With Charitable Pro adding write support for the WordPress Abilities API, tools like ChatGPT, Claude, and Cursor can handle full administrative actions safely through MCP. Why this is important:

  • 🤖 Campaign creation in plain language: Prompt your assistant with a goal like “Set up a fundraiser for the shelter with a $5,000 goal”, and it builds a real draft campaign complete with suggested donation tiers.
  • 🎨 Instant donation form tweaks: Add custom fields, change button colors, or reorder elements without diving into form settings.
  • 📝 Offline gift logging: Tell your assistant about cash or check gifts, and it will match donor emails and record transactions into your history.
  • 🛡️ Safety and control by default: Write access stays strictly off until turned on in Charitable » Tools » AI MCP, keeping read-only reporting safe by default.
  • 📜 Full audit logging: Every change made by an AI assistant is tracked under Charitable » Tools » Logs, so you always know who (or what) updated your site.

Check out our announcement here.

author avatar
David Bisset Project Manager
David is the project manager of Charitable since 2022. David works with several non-profits (one operated by his wife) along with managing and developing features, support, and marketing for Charitable. Has been with WordPress since 2006 and has been lead organizer of multiple conferences, events, and meetups.
See Full Bio
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Improvement Payments

💰 Accept Recurring Donations with Windcave and Charitable

A donor sets their gift up once on Windcave’s secure payment page, and Charitable bills every renewal after that on schedule. Why this is important:

🏦 Organizations banked in New Zealand or Australia: monthly giving on the gateway your bank already set you up with, with no second processor to onboard.
⛪ Churches taking regular tithes and offerings: congregants set their own schedule once, which is the simplest way to launch recurring church giving without a separate platform.
🌏 Groups with donors in several currencies: Windcave handles more than 20, so a supporter can give in the currency they actually hold.
📅 Operating funds rather than one-time campaigns: switch on Recurring Only mode and the one-off option disappears, so every gift to that campaign is a subscription.
🧾 Teams with no developer on staff: 3 sets of credentials pasted into a settings page, and no code anywhere.

Check out our announcement here.

author avatar
David Bisset Project Manager
David is the project manager of Charitable since 2022. David works with several non-profits (one operated by his wife) along with managing and developing features, support, and marketing for Charitable. Has been with WordPress since 2006 and has been lead organizer of multiple conferences, events, and meetups.
See Full Bio
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