Google Analytics<br />Data Driven Decisions<br />
Understand what’s really happening on your website<br />Reduce page and webform donor abandonment<br />Improve your online...
Who’s coming to my site?<br />Questions<br />And<br />From where and when are they coming?<br />
The reports in the Traffic Sources section<br />show you where your traffic is coming<br />from on the internet. <br />You...
Traffic Sources<br />Visitor arrives to your site directly<br />Visitor comes from another site<br />Visitor comes from a ...
Great news, I now know how people are getting to my site.....<br />Questions<br />But<br />Are they the right sort of peop...
What makes good traffic?<br />Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the<br />...
So my traffic coming from search engines is good traffic.....<br />Questions<br />But<br />What keywords are people using ...
Great stuff, I now know where my good traffic comes from and how they are finding my site....<br />Questions<br />But<br /...
So I now know once people get to my site what they are looking at..... <br />Questions<br />But<br />Are they donating?<br />
In order to use ecommerce reporting, you’ll need to do three things:<br />Enable ecommerce reporting within your Analytics...
45<br />Affordable, flexible – total ecommerce<br />
Ecommerce Tracking Code<br />
Ecommerce Tracking Code<br />
_addTrans()<br />_addTrans()<br />Begin with call to _addTrans() to establish a transaction<br />_addTrans() takes the fol...
_addItem()<br />_addItem()<br />For each item that the visiotr purchases, call _addItem()<br />_addTrans() takes the follo...
_trackTrans()<br />_trackTrans()<br />Sends both the transaction data and the item data<br />Call this after the tracking ...
Secure Pages<br />
Checkout on another domain?<br />Does your checkout process happen on a different domain from your shop?<br />	e.g. Does a...
My ecommerce tracking is now enabled and installed....<br />Questions<br />But<br />How does this help me?<br />
So I now have some really helpful ecommerce reports in google analytics....<br />Questions<br />But<br />What is my ROI?<b...
Conclusions<br /> £100<br /> Total = £200<br /> £100<br /> Home £ Index = £200 / 4 pageviews = £50<br />Features £ Index =...
I can now see what traffic is generating me a great donations....<br />Questions<br />But<br />What about the people I’m l...
74<br />Affordable, flexible – total ecommerce<br />
81<br />Affordable, flexible – total ecommerce<br />Goals VS Ecommerce<br /><ul><li>A goal conversion can only happen once...
An ecommerce transactions can happen multiple time during a users visit
Example
You may have a goal setup on your site to track when someone downloads a PDF and that download s goal value is set to £10....
But if you tracked these downloads using ecommerce tracking, you will see as many transactions as there were downloads.</l...
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How to use Google Analytics to make Data Driven decisions for your website

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Learn how to use Google Analytics to extract the data that you need to make data driven decisions to improve your website conversions.

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How to use Google Analytics to make Data Driven decisions for your website

  1. 1. Google Analytics<br />Data Driven Decisions<br />
  2. 2. Understand what’s really happening on your website<br />Reduce page and webform donor abandonment<br />Improve your online donor conversion<br />Increase the ROI of your online marketing<br />What we will cover today<br />
  3. 3. Who’s coming to my site?<br />Questions<br />And<br />From where and when are they coming?<br />
  4. 4. The reports in the Traffic Sources section<br />show you where your traffic is coming<br />from on the internet. <br />You can compare your traffic sources<br />against each other to find out which<br />sources send you the highest quality<br />traffic.<br />Traffic Sources<br />
  5. 5. Traffic Sources<br />Visitor arrives to your site directly<br />Visitor comes from another site<br />Visitor comes from a search engine <br />e.g. Google or Bing <br />
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  15. 15.
  16. 16. Great news, I now know how people are getting to my site.....<br />Questions<br />But<br />Are they the right sort of people I want on my site?<br />
  17. 17. What makes good traffic?<br />Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the<br />traffic was qualified.<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22. So my traffic coming from search engines is good traffic.....<br />Questions<br />But<br />What keywords are people using to find me?<br />
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  26. 26.
  27. 27.
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  29. 29. Great stuff, I now know where my good traffic comes from and how they are finding my site....<br />Questions<br />But<br />What are they looking at once they get to my site?<br />
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  43. 43. So I now know once people get to my site what they are looking at..... <br />Questions<br />But<br />Are they donating?<br />
  44. 44. In order to use ecommerce reporting, you’ll need to do three things:<br />Enable ecommerce reporting within your Analytics website profile<br />Make sure you’ve added the Google Analytics Tracking code to your receipt page<br />Add some additional ecommerce tracking code to your receipt page<br />Ecommerce Tracking Code<br />
  45. 45. 45<br />Affordable, flexible – total ecommerce<br />
  46. 46.
  47. 47.
  48. 48. Ecommerce Tracking Code<br />
  49. 49. Ecommerce Tracking Code<br />
  50. 50. _addTrans()<br />_addTrans()<br />Begin with call to _addTrans() to establish a transaction<br />_addTrans() takes the following arguments:<br />
  51. 51. _addItem()<br />_addItem()<br />For each item that the visiotr purchases, call _addItem()<br />_addTrans() takes the following arguments:<br />
  52. 52. _trackTrans()<br />_trackTrans()<br />Sends both the transaction data and the item data<br />Call this after the tracking code and after you’ve called addTrans() & add_addItem():<br />
  53. 53. Secure Pages<br />
  54. 54. Checkout on another domain?<br />Does your checkout process happen on a different domain from your shop?<br /> e.g. Does a user shop on www.mysite.com and checkout on www.securepayment.com?<br />Or does your checkout happen on a subdomain of your shop?<br /> e.g. Does a user shop on www.mysite.com and checout on payment.mysite.com? <br />If so you will need to use the following methods which either dotAgency or your<br />web development company can help you with:<br />
  55. 55. My ecommerce tracking is now enabled and installed....<br />Questions<br />But<br />How does this help me?<br />
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  66. 66. So I now have some really helpful ecommerce reports in google analytics....<br />Questions<br />But<br />What is my ROI?<br />
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  72. 72. Conclusions<br /> £100<br /> Total = £200<br /> £100<br /> Home £ Index = £200 / 4 pageviews = £50<br />Features £ Index = £200 / 2 pageviews = £100<br />
  73. 73. I can now see what traffic is generating me a great donations....<br />Questions<br />But<br />What about the people I’m loosing during the donation process?<br />
  74. 74. 74<br />Affordable, flexible – total ecommerce<br />
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  81. 81. 81<br />Affordable, flexible – total ecommerce<br />Goals VS Ecommerce<br /><ul><li>A goal conversion can only happen once during a users visit
  82. 82. An ecommerce transactions can happen multiple time during a users visit
  83. 83. Example
  84. 84. You may have a goal setup on your site to track when someone downloads a PDF and that download s goal value is set to £10. You will only see 1 goal per visit regardless to how many downloads the user made
  85. 85. But if you tracked these downloads using ecommerce tracking, you will see as many transactions as there were downloads.</li></li></ul><li>
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  89. 89. How people are getting to my site<br />Conclusions<br />How people are finding my site<br />What they are looking at<br />Who’s donating<br />And why some people aren’t donating<br />
  90. 90. Thank you<br />Questions<br />Any questions?<br />
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