Started as web content manager, knowledge of HTML, CSS, a little PHP, blah ,blah.
Google Analytics was my defense tool against random content changes!
Self trained through books, courses and experience.
Became a web analytics evangelist/nag at my workplace.
My Web Analytics Journey
1 National Site
70 Chapter Sites
Web Analytics: Why Should You Care
Web analytics is a tool to help you to understand how visitors interact with your website/content
Analytics tracks metrics – or, measurements – of web traffic
Analytics can help you get into the heads of your visitors
Analytics can help you improve your website’s design and content for your audience
What Web Analytics won’t do:
Track individual donor activity (you’ll need a CRM solution for that.)
Drive traffic to your website (look into SEO/SEM strategy!)
Perform magic (I can’t help you there.)
Cool Things You Can Find Out Using Web Analytics
Find out what media campaigns (e-mail, social media, paid search - even print!) bring in traffic/conversions
Identify what online visitors are your core supporters
Monitor what website content is popular & most effective
Find site errors (broken links, etc.)
Google Analytics Key Terms
Visitor : An individual user of your site
Visit/Session : Time from when a visitor enters and leaves your website
Pageviews: Every time a visitor views a web page on a site
Site Referrer: External web page that brought visitor to you
Conversion: When a visitor completes an action (buys a product, subscribes to newsletter)
Bounce Rate: Percentage of visitors that exit after only viewing one page of a website
Planning a Web Analytics Strategy
What are your organization's overall goals?
What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?)
What do visitors want to do when they come to your site?
What is the purpose of your organization’s site/microsites? (ex. sell products, collect donations or content?)
What information will decision-makers want to know?
Metrics and your site
Identify the key metrics that tell your how your site is performing against your set goals .
Average Time on Site
E-newsletter sign up
What metrics you follow depend on the goals of your site.
Metrics and your site: Example
Metrics and your site: Conversions
Metrics and your site: Reports Track trends : Set up an Excel spreadsheet, start tracking your key metrics month over month or week over week/month over month for shorter campaigns. Google Analytics/Excel plugins to use: Tatvic, Excellent Analytics, Greasemonkey (for social media metrics)
Google Analytics Fun Tool!
Google “ Google Analytics URL Builder “ learn how to place tags on your e-mails, social media links to track incoming traffic.