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Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
Higher Ed Boot Camp: Google Analytics for NetCommunity
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Higher Ed Boot Camp: Google Analytics for NetCommunity

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Margo Anderson's presentation from the NetCommunity training for Higher Ed.

Margo Anderson's presentation from the NetCommunity training for Higher Ed.

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  • 1. Margo Anderson, Client Manager | Page #1 © 2010 Blackbaud THIS MATERIAL IS STRICTLY CONFIDENTIAL. The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited. If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments. © 2008 Blackbaud Intro to Google Analytics Margo Anderson – Internet Solutions Client Manager
  • 2. Margo Anderson, Client Manager | Page #2 © 2010 Blackbaud  Remove distractions from your environment  Close mail or other programs you may have opened other than Live Meeting  Respond to the polls and questions  Raise your hand electronically to ask a question  Mute your phone “Netiquette”
  • 3. Margo Anderson, Client Manager | Page #3 © 2010 Blackbaud Today’s Session Agenda  Introductions  Review the Google Analytics interface  Methods to improve GA stats  Provide practical examples  Review benchmarking datasheet
  • 4. Margo Anderson, Client Manager | Page #4 © 2010 Blackbaud About the Host Margo Anderson  Internet Solutions Client Manager  Manager of Blackbaud’s internet solutions service bureau offering (Data Management Services for Internet Solutions)  Passionate about online fundraising and email marketing  5 years of experience working with Blackbaud NetCommunity  Loves the outdoors!
  • 5. Margo Anderson, Client Manager | Page #5 © 2010 Blackbaud Who uses Google Analytics Today?  Use your voting buttons!
  • 6. Margo Anderson, Client Manager | Page #6 © 2010 Blackbaud Google Analytics – what is it?  Free, hosted web analytics tool  Shows how visitors find and use your site  Tracks performance of key words, ads, referring sites  Provides LOTS of tools and reports to analyze site  Scalable – novice to expert use
  • 7. Margo Anderson, Client Manager | Page #7 © 2010 Blackbaud How it Works  Add JavaScript to bottom of layout or template in BBNC, or use global administrative option  Anonymous  No personally identifiable information is collected  Data not accessible to staff or 3rd parties  Caveats  Like everything else on the Internet, requires users accept cookies  If user disables JavaScript, Google Analytics will not work  No reporting tool is 100% accurate – focus on trends and statistics
  • 8. Margo Anderson, Client Manager | Page #8 © 2010 Blackbaud How to add to BBNC  Version 6.15  Administration > Sites > Select Site > Add Script
  • 9. Margo Anderson, Client Manager | Page #9 © 2010 Blackbaud Why Is This Cool? Understand Users and Behavior Interpret and Analyze Data Make Better Decisions
  • 10. Margo Anderson, Client Manager | Page #10 © 2010 Blackbaud Google Analytics User Interface
  • 11. Margo Anderson, Client Manager | Page #11 © 2010 Blackbaud Google Analytics Dashboard
  • 12. Margo Anderson, Client Manager | Page #12 © 2010 Blackbaud Google Analytics Dashboard
  • 13. Margo Anderson, Client Manager | Page #13 © 2010 Blackbaud Segments
  • 14. Margo Anderson, Client Manager | Page #14 © 2010 Blackbaud Google Analytics Dashboard Visits: number of times someone interacted with your website
  • 15. Margo Anderson, Client Manager | Page #15 © 2010 Blackbaud Adding Annotations
  • 16. Margo Anderson, Client Manager | Page #16 © 2010 Blackbaud Google Analytics Dashboard Pageviews: how many pages were viewed during those visits
  • 17. Margo Anderson, Client Manager | Page #17 © 2010 Blackbaud Google Analytics Dashboard Page/Visit: average number of pages viewed during each visit
  • 18. Margo Anderson, Client Manager | Page #18 © 2010 Blackbaud Google Analytics Dashboard Bounce Rate: the percentage of those visits in which the person instantly left your site
  • 19. Margo Anderson, Client Manager | Page #19 © 2010 Blackbaud Google Analytics Dashboard Avg. Time on Site: how long people stayed on your site
  • 20. Margo Anderson, Client Manager | Page #20 © 2010 Blackbaud Google Analytics Dashboard New Visits: how many visits were from people who visited your site for the first time
  • 21. Margo Anderson, Client Manager | Page #21 © 2010 Blackbaud Google Analytics Dashboard New Visits: how many visits were from people who visited your site for the first time
  • 22. Margo Anderson, Client Manager | Page #22 © 2010 Blackbaud Google Analytics Dashboard Number of visitors (both old and new)
  • 23. Margo Anderson, Client Manager | Page #23 © 2010 Blackbaud Google Analytics Dashboard Map of where (geographically) are your visitors coming from
  • 24. Margo Anderson, Client Manager | Page #24 © 2010 Blackbaud Google Analytics Dashboard Traffic Source: Where (on the web) are you visitors coming from
  • 25. Margo Anderson, Client Manager | Page #25 © 2010 Blackbaud Google Analytics Dashboard Specifies the top five most viewed content pages over the time period you're looking at
  • 26. Margo Anderson, Client Manager | Page #26 © 2010 Blackbaud Top Content Pages
  • 27. Margo Anderson, Client Manager | Page #27 © 2010 Blackbaud Demonstration
  • 28. Margo Anderson, Client Manager | Page #28 © 2010 Blackbaud How to Improve Stats
  • 29. Margo Anderson, Client Manager | Page #29 © 2010 Blackbaud Bounce Rate Understanding Bounce Rate –A general guide to the bounce rate percentage is below:  30% is considered normal and no action is needed.  50% means you should consider reviewing data further and make appropriate changes to page  70% means the page is not retaining visitors and something must be changed. How to Reduce Bounce Rate 1. Make sure keywords are relevant to the content 2. Create reader-friendly content 3. Place your call to action close to the top 4. Update your content 5. Have clear navigation
  • 30. Margo Anderson, Client Manager | Page #30 © 2010 Blackbaud Site Visits How to Increase Site Visits  Provide quality and relevant content  Improve search engine ranking  Get linked  Good email campaign  Put web address on everything!
  • 31. Margo Anderson, Client Manager | Page #31 © 2010 Blackbaud Pop Quiz
  • 32. Margo Anderson, Client Manager | Page #32 © 2010 Blackbaud A Few Examples – Pop Quiz  High traffic + high bounce rate =  High returning + low new =  High direct links + low referring links =  Specific keyword + high bounce rate =  Internal search keywords =  Site overlay = no clear “call to action” increase acquisition efforts poor SEO / affiliate traffic increase content quality what visitors are looking for literally see what is / is not working
  • 33. Margo Anderson, Client Manager | Page #35 © 2010 Blackbaud Benchmarking
  • 34. Margo Anderson, Client Manager | Page #36 © 2010 Blackbaud Benchmarking Worksheet  Monthly Basis  Track  Web Stats  Email Stats  Online Transaction  User Logins and Online Community usage
  • 35. Margo Anderson, Client Manager | Page #37 © 2010 Blackbaud Benchmarking Worksheet Understanding the Basics  What are your prime hours, days of week, and days of the month for visitor usage?  How many unique visitors, how often do they visit, for how long?  What are the most viewed pages? Are they consistently most viewed or do they change weekly or monthly?  What are the least viewed pages? Consider revising, re-marketing or removing.  What search engines are most used, keywords searched, browsers being used?
  • 36. Margo Anderson, Client Manager | Page #38 © 2010 Blackbaud Questions?
  • 37. Margo Anderson, Client Manager | Page #39 © 2010 Blackbaud A Word From Our Sponsors DMS for Internet Solutions allows nonprofits with our Internet products to offload recurring, ongoing functions associated with web/email management and day-to-day operations. Data Services Email Management  Assistance in processing Blackbaud NetCommunity transactions within The Raiser’s Edge.  Configuring The Raiser’s Edge to support new Blackbaud NetCommunity parts  Reporting and List Generation Services  Segmentation and list preparation  Split testing  Copy editing (including conditional email content)  Email template development  Email testing  Opt-out and Bounce management Content Management Online Strategic Oversight  Copy editing  Create new pages and templates  Configure and style Blackbaud NetCommunity parts  Maintain and update information architecture  Refresh content and images (i.e., replace expired content)  Share Blackbaud NetCommunity best practices in relation to the organization’s audience and organizational priorities  Provide quarterly updates of internet trends and evolving technologies that impact the organization’s business objectives  Maintain web presence on the leading-edge of solution functionality  Distribute monthly analytics reports of relevant web and email metrics
  • 38. Margo Anderson, Client Manager | Page #40 © 2010 Blackbaud Resources  Conversion University  http://www.google.com/support/conversionuniversity/?hl=en  Google Analytics YouTube Channel  http://www.youtube.com/googleanalytics

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