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Nonprofits · head to head

Charity Navigator vs Google Analytics

Charity Navigator logo

Charity Navigator

Nonprofits

Nonprofit intelligence and rating platform

From
Free
Rated
-
Full reviewWebsite
Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Charity Navigator charity Navigator is a free 501(c)(3) nonprofit service funded by donor donations rather than charging the charities it rates, so it has no vendor pricing model to compare (own about-us page).; Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • They diverge on capability: Charity Navigator covers Nonprofit ratings, Google Analytics covers Real-time analytics.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Charity Navigator and Google Analytics actually diverge.

Attributes where Charity Navigator and Google Analytics differ
AttributeCharity NavigatorGoogle Analytics
Pricing modelfreefreemium
PlatformsWeb, Mobile-responsiveWeb
CategoryNonprofitsMarketing
Founded20011998

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Charity Navigator

  • Nonprofit ratings
  • Financial analysis
  • Donor reviews
  • Impact metrics
  • Fundraising data
  • GiveWell
  • BBB Wise Giving Alliance
  • Web support

Only in Google Analytics

  • Real-time analytics
  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • E-commerce tracking

What people use each for

The jobs each tool is most often brought in to do.

Charity Navigator

  • Nonprofit evaluation and researchnot Google Analytics
  • Charitable giving decisionsnot Google Analytics
  • Donor due diligencenot Google Analytics

Google Analytics

  • Website and web application analyticsnot Charity Navigator
  • Event tracking and user behaviour analysisnot Charity Navigator
  • Traffic source and conversion trackingnot Charity Navigator

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Charity Navigator

  • Charity Navigator is a free 501(c)(3) nonprofit service funded by donor donations rather than charging the charities it rates, so it has no vendor pricing model to compare (own about-us page).

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

Pricing, plan by plan

Charity Navigator

Free
  • Free ProfileFree
    • Nonprofit profile
    • Ratings
    • Financial data

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Which should you pick?

Choose Charity Navigator if

  • You need nonprofit ratings.
  • You want to start without paying.
  • You work on Web, Mobile-responsive.
  • You also want financial analysis.
Charity Navigator review

Choose Google Analytics if

  • You need real-time analytics.
  • You want to start without paying.
  • You also want audience insights.
Google Analytics review

Questions people ask

Is Charity Navigator or Google Analytics better?
Neither clearly leads. Charity Navigator starts at Free and Google Analytics at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Charity Navigator or Google Analytics?
Charity Navigator starts at Free and Google Analytics at Free.
Does Charity Navigator or Google Analytics run on more platforms?
Charity Navigator runs on Web, Mobile-responsive. Google Analytics runs on Web.
Can I use Charity Navigator for free?
Both have a free tier, so you can try either at no cost before committing.
What is Charity Navigator best used for?
Charity Navigator is most often used for nonprofit evaluation and research, charitable giving decisions, donor due diligence. Of those, nonprofit evaluation and research and charitable giving decisions are not what Google Analytics is typically brought in for.
What can Charity Navigator do that Google Analytics cannot?
Charity Navigator covers Nonprofit ratings, Financial analysis, Donor reviews, Impact metrics. Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow.

Answered from the vendors’ own pages

Charity Navigator: Is Charity Navigator free to use?

Yes, Charity Navigator provides completely free access to its database of charity ratings, donor education resources, Giving Basket donation tool, and AI-powered charity recommendations.

Source
Charity Navigator: How does Charity Navigator make money if its services are free?

Charity Navigator operates through donations to the organization itself. The site includes a 'Support Charity Navigator' link for users who wish to contribute.

Charity Navigator: What information can I access for free on Charity Navigator?

Free access includes searching and rating charities, using the Giving Basket donation tool, accessing donor education materials, and using Horizon AI Search for personalized charity recommendations.

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