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

  • Web Reporting
    Google Analytics and The Raiser’s Edge
    05.20.2010 • Chris Geady
  • Reports
    Web
    Google Analytics 101
    Google “How To”
    Google Analytics vs. Reporting in the CRM/CMS
  • 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
  • How Does It Work?
    Add JavaScript to bottom of layout/template in website, or use global administrative option
    Anonymous
    No personally identifiable information is collected
    Raw data not accessible to staff or 3rd parties
    Caveats
    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
  • How Can This Work For You?
  • 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
  • Setting Goals
    Goals (4 goals per site account)
    Donation
    Newsletter Subscription
    Update Profile
    New User Registration
    Event Registration
    Take Action
    eCommerce Order
    Other forms
    Funnel
    New User Registration
    Update Profile
    Newsletter Subscription
    Donate
  • Setting Goals (con’t)
    Values
    Cost of getting donor
    Value of online registrant
    Measurable Amount (# of visits = donation)
    Reporting
    What keywords resulted the most donations, new regs, subscriptions?
    What page results with the most donations, new regs, subscriptions?
  • 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 =
  • 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
  • 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.
  • 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?
  • 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
  • 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
    Google.com/AdWords
  • 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
  • More Info on Google Analytics
    Google Analytics Tour (google.com/analytics)
    NetWits Think Tank (netwits.com – search for GA)
    Google Analytics on Wikipedia
    Google Blog (analytics.blogspot.com)
    Yes – there a “Dummies” book too!
  • Where to Pull the Data From
    Tracking the Basics – Use an excel spreadsheet to keep track off monthly and quarterly important data, including:
  • Reports in The Raiser’s Edge
    Campaign/Appeal Performance Analysis
    Gift Detail/Summary Reports
    Pivot Reports
    Custom Reports
    Queries and Exports
  • Let’s See it in Action
    Google Analytics Overview
    Reports in The Raiser’s Edge
    Raiser’s Edge in 1987!
  • Contact your Blackbaud Account Manager
    Contact me with questions
    Questions/More Information
    Chris Geady
    800.443.9441 x3176
    chris.geady@blackbaud.com
  • Web Reporting
    Google Analytics and The Raiser’s Edge
    05.20.2010 • Chris Geady