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Google Analytics is undoubtedly one of the most powerful web analytics packages out there. In fact, it's so powerful, it's difficult to know how to begin understanding all of the information it makes available. Join us for this primer on Google Analtyics for nonprofits. We’ll show you how to measure the performance of your website with this powerful and free tool, understand who your web site visitors are, where they come from, and what they’re doing on your site.Topics we’ll cover:- Introduction to Google Analytics for nonprofits- How to use web analytics to understand the performance of your website- How to measure progress toward organizational goals- How to turn your accumulated data into actual site improvementsPresentation by: Kirstin Beardsley, Marketing & Communications Manager, CanadaHelpsThe 2011 MyCharityConnects webinar series is generously supported by Direct Energy.Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits.
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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
Have questions? Type questions in the Questions Log
Presentation slides will be available on www.mycharityconnects.org/pastwebinars
For the best webinar experience, close all other applications
Turn up your computer’s volume
• “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!
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps
www.youtube.com/canadahelps
