Your SlideShare is downloading. ×
Grow a Digital Analytics tree with Google Analytics
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Grow a Digital Analytics tree with Google Analytics

227
views

Published on

How to Use a Website Tracking Tool to Improve Fundraising - presented for The Chronicle of Philanthropy Google Hangout, March 2014. …

How to Use a Website Tracking Tool to Improve Fundraising - presented for The Chronicle of Philanthropy Google Hangout, March 2014.

Advance your group’s fundraising and outreach efforts with the use of functions and features of Google Analytics.

Presentation in Prezi: http://prezi.com/tusij00l41vw/?utm_campaign=share&utm_medium=copy&rc=ex0share
Recorded Google Hangout: https://www.youtube.com/watch?v=KnoF7_TvG6o

Slide 2:
Sometimes we come into Google Analytics implementations that were set up years ago. Do those goals and conversion metrics make sense for the day-to-day today?
Did someone in another department forget that when you added that microsite/campaign last year that tracking needed to be updated across the other sites?
Organize what your organization finds important. It might take a while, but it will get everyone on the same page.

Slide 3:
https://analyticsacademy.withgoogle.com
Have meetings with other departments or teams to figure out how their daily tasks impact the greater goals and objectives. Read their marketing or business plans. Find the holes in process and tracking that you can help fix or fill with DATA!

Slide 4:
http://www.kaushik.net/avinash/pain-gain-web-analytics-nirvana-story/
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Don’t try and conquer this all at one time. Do it in phases it stages.
- Start with a simple tag audit – is it installed everywhere? Is it installed correctly?
- Do you have enough profiles/views to look at your traffic?
- Are your current marketing efforts tracked via Campaign Tracking? Especially Email and Social posts!
- Revenue – this isn’t top of mind for every organization, but an important one for all.
- Save the fancy stuff for later

Slide 6:
http://www.lunametrics.com/blog/2011/09/08/4-steps-campaign-data-google-analytics/

Slide 7:
This is for Convio eCommerce/Donation tracking:
http://community.convio.com/t5/Luminate-Online/How-can-I-get-the-total-ecommerce-purchase-amount-from-the-S120/m-p/53550/highlight/true#M12174
If you are on a different fundraising platform, check with their support teams or FAQs.

Slide 8:
YouTube Video tracking: https://github.com/lunametrics/youtube-google-analytics
Download Tracking: http://www.blastam.com/blog/index.php/2013/03/how-to-track-downloads-in-google-analytics-v2/
Fake or Virtual Pageviews: http://blog.kissmetrics.com/ga-virtual-pageviews/
Event Tracking in Flash: https://developers.google.com/analytics/devguides/collection/other/flashTrackingIntro

Slide 9:
Avinash Kaushik | Evolve Intelligently: Achieve Web Analytics Nirvana, Successfully
http://www.kaushik.net/avinash/pain-gain-web-analytics-nirvana-story/
In other words, let Avinash be your guide. He won’t steer you wrong!

Slide 10:
Some of the tactics to track rich media will already include event tracking, but you can really strike a cord with implementing Event Tracking on your core templates

Published in: Data & Analytics

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
227
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Presented by
    Sara Hoffman Web Traffic Analyst
    World Wildlife Fund


    Presentation in Prezi: http://prezi.com/tusij00l41vw/?utm_campaign=share&utm_medium=copy&rc=ex0share
    Recorded Google Hangout: https://www.youtube.com/watch?v=KnoF7_TvG6o

    Background Picture: F6601ltif | djandywdotcom |Creative Commons
  • Background Picture: Dinosaurs From Chicken Eggs | craigdamlo | Creative Commons


    Sometimes we come into Google Analytics implementations that were set up years ago. Do those goals and conversion metrics make sense for the day-to-day today?
    Did someone in another department forget that when you added that microsite/campaign last year that tracking needed to be updated across the other sites?
    Organize what your organization finds important. It might take a while, but it will get everyone on the same page.
  • Screenshot: Google Analytics Academy Digital Fundamentals | Unit 2.4, Creating a Measurement Plan
    Background Picture: After The Rain ~ Horehronie, Slovaki | msojka | Creative Commons

    Resources:
    https://analyticsacademy.withgoogle.com
    http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

    Have meetings with other departments or teams to figure out how their daily tasks impact the greater goals and objectives. Read their marketing or business plans. Find the holes in process and tracking that you can help fix or fill with DATA!


  • Background Picture: Project 50 #33 - Watering Can | kriztofor | Creative Commons

    Resources:
    http://www.kaushik.net/avinash/pain-gain-web-analytics-nirvana-story/
    http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

    Don’t try and conquer this all at one time. Do it in phases it stages.
    Start with a simple tag audit – is it installed everywhere? Is it installed correctly?
    Do you have enough profiles/views to look at your traffic?
    Are your current marketing efforts tracked via Campaign Tracking? Especially Email and Social posts!
    Revenue – this isn’t top of mind for every organization, but an important one for all.
    Save the fancy stuff for later
  • Background Picture: Greening the Blue | rabiem | Creative Commons

  • Background Picture: Tree canopy | tscott | Creative Commons
    Screenshots: Sara Hoffman, World Wildlife Fund | Google Analytics

    Resources: http://www.lunametrics.com/blog/2011/09/08/4-steps-campaign-data-google-analytics/
  • Background Picture: Canopy | basilisksam | Creative Commons

    Resource:
    This is for Convio eCommerce/Donation tracking:
    http://community.convio.com/t5/Luminate-Online/How-can-I-get-the-total-ecommerce-purchase-amount-from-the-S120/m-p/53550/highlight/true#M12174
    If you are on a different fundraising platform, check with their support teams or FAQs.
  • Background Picture: Pomegranates at Casa de Mari - 10/10/10 | marismith | Creative Commons

    YouTube Video tracking: https://github.com/lunametrics/youtube-google-analytics
    Download Tracking: http://www.blastam.com/blog/index.php/2013/03/how-to-track-downloads-in-google-analytics-v2/
    Fake or Virtual Pageviews: http://blog.kissmetrics.com/ga-virtual-pageviews/
    Event Tracking in Flash: https://developers.google.com/analytics/devguides/collection/other/flashTrackingIntro

  • Background Picture: DSC08242 | captkodak | Creative Commons
    Image: Avinash Kaushik | Evolve Intelligently: Achieve Web Analytics Nirvana, Successfully

    In other words, let Avinash be your guide. He won’t steer you wrong!



  • Background Picture: Above the Rainforest canopy | buster-and-bubby | Creative Commons

    Some of the tactics to track rich media will already include event tracking, but you can really strike a cord with implementing Event Tracking on your core templates – like headers and footers across your digital properties.


    Strategist Event Tracking: http://www.koozai.com/blog/analytics/the-complete-google-analytics-event-tracking-guide-plus-10-amazing-examples/
    Nerd Event Tracking: https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiEventTracking


    Strategist Social Tracking: http://www.smartinsights.com/google-analytics/google-analytics-campaign-tracking/using-google-analytics-to-track-social-media-marketing/
    Nerd Social Tracking: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSocial
  • View this as a Prezi - http://prezi.com/bfzecn7huery/?utm_campaign=share&utm_medium=copy
    Check out the Hangout from The Chronicle of Philanthropy - http://philanthropy.com/article/How-to-Use-a-Website-Tracking/144615/
    Recorded Google Hangout: https://www.youtube.com/watch?v=KnoF7_TvG6o

  • Transcript

    • 1. Grow a Digital Analytics Tree How to Use a Website Tracking Tool to Improve Fundraising March 4, 2pm Chronicle of Philanthropy Google Hangout Sara Hoffman | World Wildlife Fund Picture: F6601ltif | djandywdotcom |Creative Commons
    • 2. Foundation •What are your core Business Objectives? •Does your current GA Admin set up and JavaScript code make those objectives measurable? •Make it a measurement plan Picture: Dinosaurs From Chicken Eggs | craigdamlo | Creative Commons
    • 3. 5 steps of a measurement plan Picture: After The Rain ~ Horehronie, Slovaki | msojka | Creative Commons Screenshot: Google Analytics Academy Digital Fundamentals | Unit 2.4, Creating a Measurement Plan
    • 4. Stages • Javascript tag -- EASY! • Configure Settings/ Administration • Campaign Tracking • Revenue • Rich Media – flash, widgets Picture: Project 50 #33 - Watering Can | kriztofor | Creative Commons
    • 5. Configure Settings • Create Profiles using Filters • Remove internal staff • Any cross-domain action?? • Configure Internal Site Search • Search Categories? • Set Goals - CONVERSION!! • Work with Upper Management • Work with writers, implementers, etc • Configure those goals within the code/sites! Picture: Greeningthe Blue | rabiem | Creative Commons
    • 6. Campaign Tracking Build off the AdWords foundation: It's all about attribution -- Create a Framework Picture: Tree canopy | tscott | Creative Commons
    • 7. Revenue •You collect $$, right? Make it work for you! • _addItem(transactionId, sku, name, category, price, quantity) • _addTrans(transactionId, affiliation, total, tax, shipping, city, state, country) • _trackTrans() Turn traditional E-Commerce into your donations. Picture: Canopy | basilisksam | Creative Commons
    • 8. Rich Media There's a plugin for that: •Videos •Document downloads •Create Fake Pageviews if URL doesn't change •Flash (ewww) Picture: Pomegranatesat Casa de Mari - 10/10/10| marismith | Creative Commons
    • 9. Avinash Kaushik | Evolve Intelligently: Achieve Web Analytics Nirvana, Successfully Picture: DSC08242 | captkodak | Creative Commons
    • 10. Evolution and Maintenance •Work on Micro Goals •Social Shares •Event Tracking •Create New Business Processes Picture: Above the Rainforest canopy | buster-and-bubby | Creative Commons
    • 11. Thanks! Check out the notes embedded in slides for more details, resources and how-to’s. Cool.