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The Charity Digital Benchmark exists to help you set targets and KPIs for your charity’s digital marketing, and to monitor ongoing trends and activity performance. 




The Benchmark takes metrics from your Google Analytics to benchmark against other charities. This means we collect digital data around traffic sources, social media, site engagement, and site usage.

These metrics allow you to see how your site performs in comparison to other charities and allows you to focus on various areas, such as how engaged your audience is compared to the average, or against your specific subsector.

Data points


In order to measure and track against the Benchmark, we need access to your GA4, Tag Manager and previous Universal Analytics accounts. Through these, our team conducts a comprehensive check of how your data is set up and whether it’s tracking accurately.



Our aim is to provide a platform that allows every charity to look at their own data to analyse where their activity is working well, and where they can improve. Our Head of Community Engagement is always happy to book time in to run through results and ideas as well, and our online community is designed to allow you to ask questions of your charity peers, meaning you can access best practice and utilise the information efficiently.

Downloading data


Every single graph, table, and measurement is available to easily download to add to any forms and reports that would benefit from comparable data. This means you can set your own measurement parameters, including date range and an array of custom Benchmark filters, and immediately download actionable information. You don’t need to wait for an annual report or a quarterly update – all of the data is at your fingertips. 

Future developments


The Benchmark relies on organisations sharing their data to allow every charity to measure their activity against the standard. We are looking at so many expansion areas that will bring more sharing, more data, and more measurements in the near future. 

Initially, we are looking to add (among other things) location data with heatmaps of UK traffic, conversion data so you can check how effective your site is, and the ability to connect to social media directly – which would allow you to measure followers, engagement, and post frequency. Watch this space!


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