Enable Feathr Integration

Feathr is a nonprofit-focused marketing platform that enables ad retargeting across the web and social media. When a donor visits your BetterUnite donation, event registration, or campaign page but doesn't complete a transaction, Feathr can show them targeted ads to bring them back to finish the gift or registration.

BetterUnite has implemented Feathr's most advanced tracking tier — GTM + DataLayer integration — which passes donor and transaction data directly from BetterUnite into Google Tag Manager rather than scraping values from the page HTML. This makes tracking reliable, donor-data-rich, and resilient to any future changes in page layout.

How It Works

When a supporter completes a transaction on a BetterUnite page (donation, event registration, membership, auction checkout, etc.), BetterUnite pushes structured data directly into the Google Tag Manager (GTM) DataLayer. Feathr reads that data through GTM and records the conversion, identifies the supporter, and updates audience lists accordingly.

This approach is:

• HTML-independent — tracking does not rely on scraping page elements, so BetterUnite UI updates never break your tracking
• Donor-aware — supporter name, email, and campaign details are passed directly to Feathr for advanced audience segmentation
• Scalable — one DataLayer push can feed multiple Feathr tags and other analytics tools simultaneously

Prerequisites

Before Feathr tracking can go live on your BetterUnite pages, the following must be in place:

• An active Feathr account with your Organization ID and Conversion Pixel ID
• Google Tag Manager installed on your BetterUnite pages (settings->profile)
• GTM configured to allow Custom HTML tags
• If your site uses a Content Security Policy (CSP), Feathr domains must be added to your allowlist
• GTM DataLayer Variables created for each BetterUnite data field (see below)

BetterUnite DataLayer Events

page_view

Fired on every BetterUnite campaign page load. Use this event to trigger audience-building tags and to provide Feathr with page context.

window.dataLayer.push({   event:         "page_view",   page_url:      window.location.href,   page_path:     window.location.pathname,   page_title:    document.title,   campaign_type: "Online Donation"   // e.g. Online Donation, Event, Membership, Auction });

purchase_confirmation

Fired after a supporter successfully completes a transaction. This is the primary event for Feathr conversion tracking.

window.dataLayer.push({   event:          "purchase_confirmation",   transaction_id: "12345",   payment_amount: 250,   payment_method: "Credit Card",     // e.g. Credit Card, ACH, Check, Stock, Crypto   recurring:      false,   campaign_id:    "abc123",   campaign_name:  "Spring Annual Fund" });GTM DataLayer Variables

In your GTM container, create a DataLayer Variable for each field. Recommended variable names:

Feathr GTM Tags

Conversion Tag (triggered by purchase_confirmation)

Create a Custom HTML tag in GTM triggered by the purchase_confirmation event. This records the completed transaction in Feathr:

(function () {   feathr(     "convert",     "YOUR_FEATHR_CONVERSION_PIXEL_ID",     {       amount:   ,       currency: "USD",       category: ,     },     {       TRANSACTION_ID: ,       RECURRING:      0,       TITLE:          ,       PAYMENT_METHOD: ,     }   ); })();

Audience Tag (triggered by page_view)

Create a second Custom HTML tag triggered by the page_view event to build retargeting audiences based on which campaign pages a visitor viewed:

(function () {   feathr("sprinkle", "page_view", {     page_url:      ,     campaign_type: ,   }); })();

Replace YOUR_FEATHR_CONVERSION_PIXEL_ID with the pixel ID from your Feathr account dashboard.

Privacy & Compliance

The GTM + DataLayer integration passes transaction details to Feathr. Before going live, review the following resources and confirm your donor-facing privacy policy discloses the use of third-party marketing tools:

• How Feathr Secures Your Data
• About Feathr CCPA Compliance
• Feathr Privacy FAQs

Additional Resources

• Feathr: Extending Your Super Pixel for Developers
• Feathr: How to Use Advanced Conversions

For help configuring Feathr tracking on your BetterUnite account, contact the BetterUnite support team. For questions about your Feathr pixel IDs or campaign setup, reach out to your Feathr account manager.