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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Please keep in mind that this information may become outdated.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 [email protected].
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
• Donors
• Legislators
What about email?
• Media
• Event attendees
• Initiative specific audiences
Your Nonprofit
• Youtube
…and social channels?
• 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
[email protected]@[email protected]@embolden.com
