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

    1. 1. Web Reporting<br />Google Analytics and The Raiser’s Edge<br />05.20.2010 • Chris Geady<br />
    2. 2.
    3. 3. Reports<br />Web<br />Google Analytics 101<br />Google “How To”<br />Google Analytics vs. Reporting in the CRM/CMS<br />
    4. 4. Google Analytics 101: What Is It?<br />Free, hosted web analytics tool<br />Shows how visitors find and use your site<br />Tracks performance of key words, ads, referring sites<br />Provides LOTS of tools and reports to analyze site<br />Extremely scalable – tools for novice to expert users<br />
    5. 5. How Does It Work?<br />Add JavaScript to bottom of layout/template in website, or use global administrative option<br />Anonymous<br />No personally identifiable information is collected<br />Raw data not accessible to staff or 3rd parties<br />Caveats<br />Like everything else on the Internet, requires users accept cookies<br />If user disables JavaScript, neither Google Analytics nor BBNC/Sphere will work<br />No reporting tool is 100% accurate – focus on trends and statistics<br />JavaScript snippet<br />
    6. 6. How Can This Work For You?<br />
    7. 7. Getting Started<br />Getting Started<br />Creating an Account<br />Setting up your account<br />Using Code<br />Basic Overview<br />Executive Dashboard<br />Understanding Stats - # visitors, # page views, # unique visitors, % bounce rate<br />Most Useful<br />Top Sources<br />Top Content<br />Top Keywords<br />Bounce Rate<br />Top Exists<br />Conversion Goals<br />
    8. 8. Setting Goals <br />Goals (4 goals per site account)<br />Donation<br />Newsletter Subscription<br />Update Profile<br />New User Registration<br />Event Registration<br />Take Action<br />eCommerce Order<br />Other forms<br />Funnel<br />New User Registration<br />Update Profile<br />Newsletter Subscription<br />Donate<br />
    9. 9. Setting Goals (con’t)<br />Values<br />Cost of getting donor<br />Value of online registrant<br />Measurable Amount (# of visits = donation)<br />Reporting<br />What keywords resulted the most donations, new regs, subscriptions?<br />What page results with the most donations, new regs, subscriptions?<br />
    10. 10. Pop Quiz: What does the following mean?<br />site is not “sticky”<br />no clear “call to action”<br />increase acquisition efforts<br />poor SEO / affiliate traffic<br />increase content quality<br />what visitors are looking for<br />High recency + low retention = <br />High traffic + high bounce rate = <br />High returning + low new = <br />High direct links + low referring links = <br />Specific keyword + high bounce rate = <br />Internal search keywords = <br />
    11. 11. Limitations<br />Measuring impact and mission fulfillment<br />“Is my site helping people understand the issue of hunger in Canada?”<br />“Do people actually like my blog post on my website?”<br />“Micro” tracking on an individual basis <br />Virtually unlimited data vs. limited organizational resources <br />CMS-specific considerations<br />Log File Analysis vs. Google Analytics<br />
    12. 12. Google “How To” (Involvement = Ownership)<br />You Cannot Manage What You Cannot Measure<br />The most important thing about Google Analytics is using Google Analytics. <br />Don’t drive blindly with your website strategy: allocate time, resources and staff training accordingly.<br />Make Time & Schedule<br />Monthly meeting to review website stats, track metrics, “be the user”, and adjust accordingly.<br />Use Google Analytics email reporting tool to send all staff to PDF stats (monthly).<br />Set up up custom reports for specific department/staff needs.<br />Understand and Use Intelligent and Custom Alerts<br />Email “Intelligent Alerts” to yourself – significant changes in data.<br />Use “Custom Alerts” – when a campaign metric and/or goal meets a certain threshold.<br />
    13. 13. Google “How To”<br />Be Aware of Product Limitations<br />Google Analytics does not use log files or track spiders. Consider using additional reporting mechanisms and compare results, including BlackbaudNetCommunity Website Reporting.<br />No reporting tool is 100% accurate<br />Info gathered is less about exact numbers; more about user behaviour patterns.<br />Understanding the Basics<br />What are your prime hours, days of week, and days of the month for visitor usage? <br />How many unique visitors, how often do they visit, for how long?<br />What are the most viewed pages? Are they consistently most viewed or do they change weekly or monthly? <br />What are the least viewed pages? Consider revising, re-marketing or removing.<br />What search engines are most used, keywords searched, browsers being used?<br />
    14. 14. Google “How To”<br />Bounce Rate: percentage of visitors who visit one page only and leave.<br />Bounce Rate benchmarks:<br />30% is considered normal and no action is needed.<br />50% means you should consider reviewing data further and make appropriate changes to page<br />70% means the page is not retaining visitors and something must be changed.   <br />Filters for Bounce Rates:<br />Most Visited Pages<br />Top Entry Pages<br />“Important” pages (eg; donation form, registration form, pages linked directly from email appeals and newsletters). <br />Source & Keyword<br />
    15. 15. Google “How To”<br />Reacting to High Bounce Rates: Review specific page, source and keyword data and consider making changes such as:<br />Content that better meets user expectations, is more easily visible or accessible<br />Consider better and more visible calls to action<br />Adjust keyword use to better define page content <br />Consider asking external sites to link to more appropriate pages<br />Google.com/AdWords<br />
    16. 16. Google “How To”<br />Set Goals & Funnels:<br />Try setting up 4 Goals in Google Analytics based on your organizations top 4 website objectives.<br />Set up funnels to better understand the path your users are taking and where they get lost along the way.<br /> <br />Make a Commitment to Learning:<br />Google Analytics provides a wealth of data and ways to view/use that data.<br />Spend 30 minutes a month to watch a video or read a blog, article or research piece on using GA better.<br />For instance, try one of the following “experiments” with your site!<br />Link text: “Give” vs. “Donate” vs. “Support” <br />Visual design: Kids vs. Animals vs. Kids + Animals<br />Track and demonstrate the success of a campaign<br />Calculate the ROI for a campaign or other online initiative<br />Enhance search engine results<br />
    17. 17. More Info on Google Analytics<br />Google Analytics Tour (google.com/analytics)<br />NetWits Think Tank (netwits.com – search for GA)<br />Google Analytics on Wikipedia<br />Google Blog (analytics.blogspot.com)<br />Yes – there a “Dummies” book too!<br />
    18. 18. Where to Pull the Data From<br />Tracking the Basics – Use an excel spreadsheet to keep track off monthly and quarterly important data, including:<br />
    19. 19. Reports in The Raiser’s Edge<br />Campaign/Appeal Performance Analysis<br />Gift Detail/Summary Reports<br />Pivot Reports<br />Custom Reports<br />Queries and Exports<br />
    20. 20. Let’s See it in Action<br />Google Analytics Overview<br />Reports in The Raiser’s Edge<br />Raiser’s Edge in 1987!<br />
    21. 21. Contact your Blackbaud Account Manager<br />Contact me with questions<br />Questions/More Information<br />Chris Geady<br />800.443.9441 x3176<br />chris.geady@blackbaud.com<br />
    22. 22. Web Reporting<br />Google Analytics and The Raiser’s Edge<br />05.20.2010 • Chris Geady<br />