Nonprofit center ga_june2014vfinal

Google Google Google Google Analytics: It’s Analytics: It’s Analytics: It’s Analytics: It’s Like Baking a Like Baking a Like Baking a Like Baking a Cake Cake Cake Cake –––– Mind the Mind the Mind the Mind the Measurements, Measurements, Measurements, Measurements, and You’ll Love and You’ll Love and You’ll Love and You’ll Love the Outcome!the Outcome!the Outcome!the Outcome!

The “Google Analytics: It’s Like Baking A Cake – Mind the Measurements, and You’ll Love the Outcome!” presentation was presented

at The Nonprofit Center on June 17th, 2014, by Ann-Marie Harrington, President of Embolden. This PDF file is intended to be used for

reference for the attendees at the session. We would prefer if you did not disseminate this PDF without our permission.

Please keep in mind that this information may become outdated. Technology and online communication strategies change and

develop over time. For more information, please contact info@embolden.com.

Embolden is a full-service, digital communications firm with deep knowledge of the nonprofit sector.

We partner with you to:

CREATE • IMPLEMENT • TRACK

Thank you!

How Many?How Many?

SC47

Slide 6

SC47 Readability.

Sheryl Carter, 3/3/2014

Inspiration

Websites built for today.Websites built for today.Websites built for today.Websites built for today.

Google Analytics

Your Nonprofit

• The usual content

• Online giving

• Board portal

• Event registration

Let’s start with your website.

• Legislative action

• Stories

• Blogs

• And more!

Your Nonprofit

• Email

• Donors

• Legislators

What about email?

• Media

• Event attendees

• Initiative specific audiences

Your Nonprofit

• Facebook

• Youtube

• Twitter

• LinkedIn

…and social channels?

• Pinterest

• Instagram

• Vine

Your Nonprofit

• Annual Event

• Events

• Legislative hearings

The list goes on…

• Children’s Indicator Initiative

• Oh yea…and you now have new strategy with new goals and objectives

Your Nonprofit

Your Nonprofit

Yet, can you answer the question?Yet, can you answer the question?Yet, can you answer the question?Yet, can you answer the question?

Is this working?Is this working?Is this working?Is this working?

Your Nonprofit

What is Google Analytics?What is Google Analytics?What is Google Analytics?What is Google Analytics?

A FREE from Google that tracks detailed metrics:

• WHO is visitingWHO is visitingWHO is visitingWHO is visiting your websiteyour websiteyour websiteyour website?

• HOW HOW HOW HOW did they find you? did they find you? did they find you? did they find you?

• WHAT are they doing? WHAT are they doing? WHAT are they doing? WHAT are they doing?

Google Analytics

• 100+ reports

• Custom reports

• Advanced segments

Google Analytics

It is one of the best methods for tracking and analyzing your online communications strategy over time.

Types of usersTypes of usersTypes of usersTypes of users

Curious

I Wonder how many hits my website is getting?”

Reporter

My Executive Director wants to know how the website is doing.”

Strategic

How can we make our website better?”

What good is data without good strategy?

IDENTIFYYOURGOALS

CC Nomadic Entrepreneur

What does your nonprofit hope to accomplish?

6 months

1 year

3 years

MAKE THEMMEASURABLEGOALS

CC License by @heylovedc

These are your goals!

How will you define success?

• 150 donations via website in 2014

• Lower bounce rate to 35%

• Decrease the # phone calls by 50%

• Increase membership logins to site by 40%

• Increase budget by 20% over next 3 years

Measurable + Meaningful

• Measureable: Increase time on site by 20% within 2 months.

• Measurable: Increase shares on Facebook by 15% in 3 months.

• Meaningful? What is having engaging content helping you achieve? Is it helping your audiences take action?

Example: “We want to make the site more engaging.”

Measurable + Meaningful

• Google Analytics

• Facebook Insights

• Twitter retweets

• Press mentions

• Average # of prospects

• Online donations/month

Benchmark your metrics:

• Average donation size

• Event attendance

• % of qualified volunteer applications submitted

Give audiences an action.Give audiences an action.

Doing = ActionAction = Outcome

We moved beyond guessing to actually We moved beyond guessing to actually We moved beyond guessing to actually We moved beyond guessing to actually

tracking resutracking resutracking resutracking resullllts over time.”ts over time.”ts over time.”ts over time.”

–COMMUNITY FOUNDATION SANTA CRUZ COUNTY

Why use GA?Why use GA?Why use GA?Why use GA?

Measure results over time.

Show how users interact with your website and other channels

Before

After

Before

After

Before

After

Make informed site Make informed site Make informed site Make informed site & & & & content improvements content improvements content improvements content improvements

((((innovation, usability, content & design).innovation, usability, content & design).innovation, usability, content & design).innovation, usability, content & design).

Top Pages

62%BOUNCERATE

28%BOUNCERATE

What’s working and not working?What’s working and not working?What’s working and not working?What’s working and not working?

Year-end giving campaign

$500

$5,000

$25,000

February, 2014

Traffic indicators

February, 2014

Engagement indicators

February, 2014

Traffic Engagement• EEEE----newsletters/emailnewsletters/emailnewsletters/emailnewsletters/email• FacebookFacebookFacebookFacebook• LinkedInLinkedInLinkedInLinkedIn• TwitterTwitterTwitterTwitter• PinterestPinterestPinterestPinterest• BlogsBlogsBlogsBlogs• SEOSEOSEOSEO• SEMSEMSEMSEM

• DesignDesignDesignDesign• Content strategyContent strategyContent strategyContent strategy• UsabilityUsabilityUsabilityUsability• LayoutLayoutLayoutLayout• ArchitectureArchitectureArchitectureArchitecture• CrossCrossCrossCross----sellingsellingsellingselling• Photos/videosPhotos/videosPhotos/videosPhotos/videos• Story tellingStory tellingStory tellingStory telling

•Location

• WHO is visitingWHO is visitingWHO is visitingWHO is visiting your websiteyour websiteyour websiteyour website?

• HOW HOW HOW HOW did they find you? did they find you? did they find you? did they find you?

• WHAT are they doing? WHAT are they doing? WHAT are they doing? WHAT are they doing?

These are your goals!

How will you define success?

• 150 donations via website in 2014

• Lower bounce rate to 35%

• Decrease the # phone calls by 50%

• Increase membership logins to site by 40%

• Increase budget by 20% over next 3 years

Doing = ActionAction = Outcome

• 150 donations via website in 2014

• Lower bounce rate to 35%

• Decrease the # phone calls by 50%

• Increase membership logins to site by 40%

• Increase budget by 20% over next 3 years

Doing = Action

Action = Outcome

Insert CA slideInsert CA slideInsert CA slideInsert CA slide

TIP!Annotate

TIP!Annotate

38.37% mobile traffic

Maybe your next site will be responsive?

Evaluate and track your ROI*

• donating

• commenting/rating

• downloading a PDF

• viewing a video

• signing up for enews

*based on your definition of success

Segments

TIP!export

Universal AnalyticsUniversal AnalyticsUniversal AnalyticsUniversal Analytics

If you only have

1 hour per month

Set some time aside (10–20 hours).

Create your account & dashboards.

Get to know the system.

Total visits

Referral sources

Top content

Bounce rate

Pages per visit

Time on site

analytics.google.comanalytics.blogspot.com

Questions?Questions?Questions?Questions?

Thank You!Thank You!Thank You!Thank You!AnnAnnAnnAnn----Marie HarringtonMarie HarringtonMarie HarringtonMarie Harrington

(877) 723(877) 723(877) 723(877) 723----7720772077207720

amharrington@embolden.comamharrington@embolden.comamharrington@embolden.comamharrington@embolden.com