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Web reporting google analytics and the raiser's edge - chris geady - 20100520


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  • Note that the tools is free…however to take advantage of many features you need a professional (us)
  • Value increases
  • Collecting information – BasicsFHI and map overlay
  • Transcript

    • 1. Web Reporting
      Google Analytics and The Raiser’s Edge
      05.20.2010 • Chris Geady
    • 2.
    • 3. Reports
      Google Analytics 101
      Google “How To”
      Google Analytics vs. Reporting in the CRM/CMS
    • 4. Google Analytics 101: 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
      Extremely scalable – tools for novice to expert users
    • 5. How Does It Work?
      Add JavaScript to bottom of layout/template in website, or use global administrative option
      No personally identifiable information is collected
      Raw data not accessible to staff or 3rd parties
      Like everything else on the Internet, requires users accept cookies
      If user disables JavaScript, neither Google Analytics nor BBNC/Sphere will work
      No reporting tool is 100% accurate – focus on trends and statistics
      JavaScript snippet
    • 6. How Can This Work For You?
    • 7. Getting Started
      Getting Started
      Creating an Account
      Setting up your account
      Using Code
      Basic Overview
      Executive Dashboard
      Understanding Stats - # visitors, # page views, # unique visitors, % bounce rate
      Most Useful
      Top Sources
      Top Content
      Top Keywords
      Bounce Rate
      Top Exists
      Conversion Goals
    • 8. Setting Goals
      Goals (4 goals per site account)
      Newsletter Subscription
      Update Profile
      New User Registration
      Event Registration
      Take Action
      eCommerce Order
      Other forms
      New User Registration
      Update Profile
      Newsletter Subscription
    • 9. Setting Goals (con’t)
      Cost of getting donor
      Value of online registrant
      Measurable Amount (# of visits = donation)
      What keywords resulted the most donations, new regs, subscriptions?
      What page results with the most donations, new regs, subscriptions?
    • 10. Pop Quiz: What does the following mean?
      site is not “sticky”
      no clear “call to action”
      increase acquisition efforts
      poor SEO / affiliate traffic
      increase content quality
      what visitors are looking for
      High recency + low retention =
      High traffic + high bounce rate =
      High returning + low new =
      High direct links + low referring links =
      Specific keyword + high bounce rate =
      Internal search keywords =
    • 11. Limitations
      Measuring impact and mission fulfillment
      “Is my site helping people understand the issue of hunger in Canada?”
      “Do people actually like my blog post on my website?”
      “Micro” tracking on an individual basis
      Virtually unlimited data vs. limited organizational resources
      CMS-specific considerations
      Log File Analysis vs. Google Analytics
    • 12. Google “How To” (Involvement = Ownership)
      You Cannot Manage What You Cannot Measure
      The most important thing about Google Analytics is using Google Analytics.
      Don’t drive blindly with your website strategy: allocate time, resources and staff training accordingly.
      Make Time & Schedule
      Monthly meeting to review website stats, track metrics, “be the user”, and adjust accordingly.
      Use Google Analytics email reporting tool to send all staff to PDF stats (monthly).
      Set up up custom reports for specific department/staff needs.
      Understand and Use Intelligent and Custom Alerts
      Email “Intelligent Alerts” to yourself – significant changes in data.
      Use “Custom Alerts” – when a campaign metric and/or goal meets a certain threshold.
    • 13. Google “How To”
      Be Aware of Product Limitations
      Google Analytics does not use log files or track spiders. Consider using additional reporting mechanisms and compare results, including BlackbaudNetCommunity Website Reporting.
      No reporting tool is 100% accurate
      Info gathered is less about exact numbers; more about user behaviour patterns.
      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?
    • 14. Google “How To”
      Bounce Rate: percentage of visitors who visit one page only and leave.
      Bounce Rate benchmarks:
      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.  
      Filters for Bounce Rates:
      Most Visited Pages
      Top Entry Pages
      “Important” pages (eg; donation form, registration form, pages linked directly from email appeals and newsletters).
      Source & Keyword
    • 15. Google “How To”
      Reacting to High Bounce Rates: Review specific page, source and keyword data and consider making changes such as:
      Content that better meets user expectations, is more easily visible or accessible
      Consider better and more visible calls to action
      Adjust keyword use to better define page content
      Consider asking external sites to link to more appropriate pages
    • 16. Google “How To”
      Set Goals & Funnels:
      Try setting up 4 Goals in Google Analytics based on your organizations top 4 website objectives.
      Set up funnels to better understand the path your users are taking and where they get lost along the way.
      Make a Commitment to Learning:
      Google Analytics provides a wealth of data and ways to view/use that data.
      Spend 30 minutes a month to watch a video or read a blog, article or research piece on using GA better.
      For instance, try one of the following “experiments” with your site!
      Link text: “Give” vs. “Donate” vs. “Support”
      Visual design: Kids vs. Animals vs. Kids + Animals
      Track and demonstrate the success of a campaign
      Calculate the ROI for a campaign or other online initiative
      Enhance search engine results
    • 17. More Info on Google Analytics
      Google Analytics Tour (
      NetWits Think Tank ( – search for GA)
      Google Analytics on Wikipedia
      Google Blog (
      Yes – there a “Dummies” book too!
    • 18. Where to Pull the Data From
      Tracking the Basics – Use an excel spreadsheet to keep track off monthly and quarterly important data, including:
    • 19. Reports in The Raiser’s Edge
      Campaign/Appeal Performance Analysis
      Gift Detail/Summary Reports
      Pivot Reports
      Custom Reports
      Queries and Exports
    • 20. Let’s See it in Action
      Google Analytics Overview
      Reports in The Raiser’s Edge
      Raiser’s Edge in 1987!
    • 21. Contact your Blackbaud Account Manager
      Contact me with questions
      Questions/More Information
      Chris Geady
      800.443.9441 x3176
    • 22. Web Reporting
      Google Analytics and The Raiser’s Edge
      05.20.2010 • Chris Geady