Know Your Website: An Intro to Google Analytics

Know Your Website An Intro to Google Analytics

June 29, 2011

The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.

Today’s Presenter

Kirstin Beardsley

Marketing & Communications Manager

reminders You can hear us, but we can’t hear you

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Presentation slides will be available on www.mycharityconnects.org/pastwebinars

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• “A charity helping charities”

• A public foundation

mission CanadaHelps engages Canadians in the charitable sector,

providing accessible and affordable online technology to both

donors and charities to promote – and ultimately increase –

charitable giving in Canada.

Analytics

• Your website is your most important communications tool

• Understand how users interact with your site

• Improve user experience to get more from your website

Why Use Google Analytics?

• Which campaigns are most effective?

• What are the traffic patterns on my site?

• Where are visitors coming from?

• Which keywords lead to more conversions?

• Why are people leaving my site?

• What content are people most interested in?

How Can Google Analytics Help?

Getting Started with Google Analytics: • Sign up for FREE • Add tracking code

to your website • Link to Adwords

campaigns

Google Analytics Tracking Code

Adwords for nonprofits www.google.com/nonprofits

Analytics aren’t accurate!

WARNING:

Visitors - Who’s going to your website?

• Visits, Unique Visitors

• Pageviews

• Average time on site, bounce rate

• Demographics: Location, language

• Behaviour: New vs. returning, frequency & recency

• Technology: browser, network

Visitors

• Custom variables

– Track visitor behaviour by setting up custom links on different sites

• Mobile

Visitors - Advanced

Traffic Sources – Where are they

coming from?

• 4 types of traffic sources:

– Search (organic & paid)

– Referral top referring sites, social media sites, advertisements etc…

– Direct

– Adwords campaigns

• Keywords

Traffic Sources

Content– What content do people like?

What content do they not like?

• Pages

• Content drilldown

• Landing pages

Content

• Exit Pages

• Site Search – in-site searches

• Events

Content

Goals– What do you want people to do

on your site? Photo credit: http://www.flickr.com/photos/timhughes/

• 3 types of goals

– URL destination goal

– Time on site

– Pages/Visit goal

• Goal funnels – see where you lose people along the path towards a goal

Goals

• Intelligence alerts you to significant variations in traffic & other patterns

• Default & custom alerts

Intelligence

Custom Reports

• Custom Reports let you design reports that you want to track

• Ex. Goals by location

Advanced Segments

• Lets you segment your data to see specific behaviour

• Example: segment by new visitors, search traffic, or mobile visitors

Start Small

• Track basic measures

• Get used to account

• Start combining metrics & getting fancy

• Visits

• Unique visitors

• New vs. returning

• Traffic sources

• Keywords

• Top content & top landing pages

• Establish a goal

The Basics

Customize your

Dashboard

• Worry less about individual numbers and more about changes over time

• Understand the context around numbers

Focus on Trends & Context

Mobile Trends

• 5% of traffic from mobile? BIG DEAL

• Up from 1.5% in one year!

Traffic Trends

Traffic Trends

• Don’t measure everything

• Track basic information (visitors, traffic sources, content)

• Focus on ACTIONABLE measures

Measure What Matters

Example: Email Sign-Up

Campaign

• Set up CONVERSION GOAL

• Track conversions by traffic source

• Track bounce rate by landing page

• Track visitors from Facebook

• Content patterns, top content

• Bounce rates

• Conversions (e.g. email sign-up)

Example: Facebook

Page Launch

Get Started!

QUESTIONS?

free online resources Information about technology

Video demonstrations

More webinars

Past webinar recordings & slides

Learning opportunities

Events across the country

www.mycharityconnects.org

Upcoming Webinars

• July 20 – YouTube’s NonProfit Program & The Fundamentals of Video Storytelling

• August 17 – Orientation for Newly Registered Charities with CanadaHelps

• September 14 – Stay Connected: LinkedIn for Nonprofits

• September 28 – Content Is Good ... Putting it into Context - that's how you win (guest speaker: Josh Muirhead, Socialmark Media)

• October 12 – #FAIL: Biggest Online Mistakes and How to Avoid Them (guest speaker: Lee Rose, HR Council for the Nonprofit Sector)

• October 26 – Social Media Strategy for Beginners

• November 9 – Making Twitter Your Best Friend: Twitter Strategies Exposed (guest speaker: Heather Morrison, Sequentia Environics)

• November 23 – Cutting Edge Charities

• December 7 – Looking Up: Life's Better in the Cloud (guest: Amanda Grainger-Munday, Framework)

www.mycharityconnects.org/webinars

Keep in touch!

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