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
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 firstname.lastname@example.org
Web Reporting Google Analytics and The Raiser’s Edge 05.20.2010 • Chris Geady