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Susan Mernit

Show Me the Numbers     Knight Circuit Rider,
                        Oakland Local Editor/Publisher

Basic Metrics to Grow
Your Project
April 10, 2013
Type questions here
What we’re discussing
• How can I look at core metrics and use them to grow
  what I do?
• What are the basic tools and tips to work with?
• How do I make decisions based on metrics data?
• What are best practices to follow working with
  metrics in an ongoing way?
• What are some good time management practices
  around metrics reporting?


3                  All rights reserved. Houseoflocal.org
Getting started with metrics
• Web analytics is the
  measurement,
  collection, analysis
  and reporting of
  internet data for
  purposes of
  understanding and
  optimizing web usage

 Metrics are CORE for any small site operator
  4                All rights reserved. Houseoflocal.org
Core measurement tools




Google Analytics

                                                               Facebook & Facebook
                                                               Insights
     Twitter & Tweetreach


                       All rights reserved. Houseoflocal.org                5
••GoogleAnalytics dashboard
 Google Analytics dashboard
measures site data including
 measures site data including
••Traffic
 Traffic
••Audience
 Audience
••Content
 Content
••Geography
 Geography            knightdigitalmediacenter.org
                                            6
Essential GA metrics to evaluate
    –   Time spent
    –   Pages viewed
    –   Returning vs. new visitors
    –   Referral source
    –   Location
    –   Unique visitors
    –   Page views
    –   Platforms

    But it’s a matrix: Metrics are most meaningful
    in relationship to one another
7                        All rights reserved. Houseoflocal.org
Watching the GA connections to
        drive site growth
• Google Analytics factors:
  – Referral traffic: Where are the most engaged
    users coming from? (referral traffic/time spent
    metrics)
  – Content behaviors: What is average time spent
    per story? How do content stats per story (NOT
    averages) relate?
  – Content: What keywords drive traffic for my site?
  – What are top entrance pages (correlate with
    search engine traffic)
                  All rights reserved. Houseoflocal.org   8
Decisions based on Google
              Analytics
• Type of content (topics, trending issues, cost)
• Geographic focus (review of location &
  mission)
• Social media marketing outreach: Focus on
  top social media referral sources based on
  – Top referrers
  – Best time spent metrics from specific referrers
  – Campaign reviews (newsletters)

                   All rights reserved. Houseoflocal.org   9
Location: Checking geographic
                 focus

The Location tab
(under Audience
Demographics)
shows where your
audience is from—
essential for
sales/funders




10                  All rights reserved. Houseoflocal.org
Understanding Mobile




     Under Audience, Google Analytics will tell you what percentage of
     your audience is via mobile—and which platforms

11                        All rights reserved. Houseoflocal.org
GA: Checking content & interest vs.
                      referrals




IMPACT: Improve
understanding
of top content and referral
sources
  12                          All rights reserved. Houseoflocal.org
Other core metrics tools

                         Facebook Insights   Twitter
                         Likes               Followers
                         Comments            Retweets
                                             Tweet reach




     Facebook Insights

                                                           Measures tweet
Measures Facebook
                                                           impact
page data


                                                                       13
Facebook Insights--Admins can access




                                    Insights is the equivalent
                                    Of Google Analytics for
                                    Business—not personal-Facebook
                                    pages—need 30+ followers
                                    Data is exportable—correlate
                                    with Google Analytics in your
                                    analyses


14           All rights reserved. Houseoflocal.org
Use the FB demographics data!




     Who’s talking shows demographics—key for advertisers—and for
     targeting content


15                            All rights reserved. Houseoflocal.org
Facebook provides INSTANT
              feedback
Content & Audience                          Ads & social marketing
• What’s popular (views)                    • Tracking response on social
• What’s being referred (viral)               marketing/promotion posts
• Who is your audience                      • Tracking likes & reposts
  (followers & demographics)




 Apply Facebook data to recruit new advertisers,
 fine tune your content, define audiences, drive traffic to website

                       All rights reserved. Houseoflocal.org            16
Tweetreach is a critical Twitter
        metrics tool
                                   17
•        Shows most retweeted

•        Shows top retweeters

•        Shows top tweets and how far each reach




    18                              All rights reserved. Houseoflocal.org
Oakland Local: Tweetreach

How many people are
 How many people are
you reaching via
 you reaching via
Twitter—and who are
 Twitter—and who are
they? Tweetreach
 they? Tweetreach
gives you data
 gives you data




   19                  All rights reserved. Houseoflocal.org
Tweetreach report
                                        First screen




All rights reserved. Houseoflocal.org                 20
Tweetreach data dive—who’s
                                   Contributing to your stream?




All rights reserved. Houseoflocal.org                             21
Workflow and process best
                                     practices
Source: http://fobango.com




                                                  knightdigitalmediacenter.org
                                                                      22
Create a reporting dashboard to
       track stats over time- Excel
Spreadsheet tracking
key metrics month by
month, quarter by
quarter.

Build or download a
template to collect
data

Check data weekly
23               All rights reserved. Houseoflocal.org
Your dashboard should track

                                                                Let’s discuss: how does this work
•   Google Analytics                                            as a weekly/daily report?
•   Unique visitors
•   First time vs. repeat visitors
•   Time on site
•   Pages per visit
•   Bounce rate
•   Top 10 Content (by page views or by unique visitors)
•   Number of comments (conversion goal)
•   Number of member blog posts (conversion goal)
•   New members (conversion goal)
•   Top referring sources

                        All rights reserved. Houseoflocal.org                             24
Your dashboard should track

                                                            Let’s discuss: how does this work
                                                            as a weekly/daily report?
• Facebook Insights
   • Followers
   • Demographics
   • Location
• Likes/virality
• Tweetreach
   • Top Tweets
   • Top Tweeters
   • Most retweeted

                    All rights reserved. Houseoflocal.org                             25
Want to learn more?
                                  Videos on the Official
                                    Google Analytics
                                    YouTube Channel
                                  are a quality resource.



26   All rights reserved. Houseoflocal.org
Putting knowledge
to work



                                Things to Ask & Try


       27                                  All rights reserved. Houseoflocal.org
Source: http://blog.podio.com
When do you check stats?
• Daily or weekly                     • Monthly
  – 30 minutes or less                       –    90 minutes
                                             –    Review all stat sources
  – Look at basic                            –    Build a monthly report
    weekly stats                             –    Compare 6 month trend
     • Top content                                data
                                                     • Google Analytics
     • Top referrers                                 • Facebook Insights
                                                     • Tweetreach
     • Time
       spent/bounce
       metrics   All rights reserved. Houseoflocal.org                     28
Putting info to work--Start with
           basic analysis
Planning
• What is your site’s greatest strength according to
   Google Analytics?
   • Example: High number of returning visits, high time
      spent on pages metrics
   • Use stats to portray your strengths-Create a 1 pager
• What is a problem you see in your site that Google
   Analytics shows you?
    – Example: High bounce rate, poor referrals from
      social media despite putting investment there
    – Use stats to portray--Create a 1 pager
                       All rights reserved. Houseoflocal.org   29
Workflow: Monthly reporting?
• What does a monthly report about your site
  look like?
  – Construct a monthly report across all data sources
    highlighting metrics you consider
    meaningful/important
  – Make some inferences/assertions and test them




                  All rights reserved. Houseoflocal.org   30
Followup
• Should we have a peer learning circle? More
  trainings? YOU TELL US
  – If yes, contact susan@oaklandlocal.com
  – More on metrics (including the basics):
    http://slideshare.com/susanmernit
  – More individual and group training possible—
    contact susan@oaklandlocal.com
  – See this presentation and download
    at http://slideshare.com/susanmernit
                  All rights reserved. Houseoflocal.org   31

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Show Me the Numbers: Basic Metrics to Grow Your Project, by Susan Mernit

  • 1. Susan Mernit Show Me the Numbers Knight Circuit Rider, Oakland Local Editor/Publisher Basic Metrics to Grow Your Project April 10, 2013
  • 3. What we’re discussing • How can I look at core metrics and use them to grow what I do? • What are the basic tools and tips to work with? • How do I make decisions based on metrics data? • What are best practices to follow working with metrics in an ongoing way? • What are some good time management practices around metrics reporting? 3 All rights reserved. Houseoflocal.org
  • 4. Getting started with metrics • Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage Metrics are CORE for any small site operator 4 All rights reserved. Houseoflocal.org
  • 5. Core measurement tools Google Analytics Facebook & Facebook Insights Twitter & Tweetreach All rights reserved. Houseoflocal.org 5
  • 6. ••GoogleAnalytics dashboard Google Analytics dashboard measures site data including measures site data including ••Traffic Traffic ••Audience Audience ••Content Content ••Geography Geography knightdigitalmediacenter.org 6
  • 7. Essential GA metrics to evaluate – Time spent – Pages viewed – Returning vs. new visitors – Referral source – Location – Unique visitors – Page views – Platforms But it’s a matrix: Metrics are most meaningful in relationship to one another 7 All rights reserved. Houseoflocal.org
  • 8. Watching the GA connections to drive site growth • Google Analytics factors: – Referral traffic: Where are the most engaged users coming from? (referral traffic/time spent metrics) – Content behaviors: What is average time spent per story? How do content stats per story (NOT averages) relate? – Content: What keywords drive traffic for my site? – What are top entrance pages (correlate with search engine traffic) All rights reserved. Houseoflocal.org 8
  • 9. Decisions based on Google Analytics • Type of content (topics, trending issues, cost) • Geographic focus (review of location & mission) • Social media marketing outreach: Focus on top social media referral sources based on – Top referrers – Best time spent metrics from specific referrers – Campaign reviews (newsletters) All rights reserved. Houseoflocal.org 9
  • 10. Location: Checking geographic focus The Location tab (under Audience Demographics) shows where your audience is from— essential for sales/funders 10 All rights reserved. Houseoflocal.org
  • 11. Understanding Mobile Under Audience, Google Analytics will tell you what percentage of your audience is via mobile—and which platforms 11 All rights reserved. Houseoflocal.org
  • 12. GA: Checking content & interest vs. referrals IMPACT: Improve understanding of top content and referral sources 12 All rights reserved. Houseoflocal.org
  • 13. Other core metrics tools Facebook Insights Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweet Measures Facebook impact page data 13
  • 14. Facebook Insights--Admins can access Insights is the equivalent Of Google Analytics for Business—not personal-Facebook pages—need 30+ followers Data is exportable—correlate with Google Analytics in your analyses 14 All rights reserved. Houseoflocal.org
  • 15. Use the FB demographics data! Who’s talking shows demographics—key for advertisers—and for targeting content 15 All rights reserved. Houseoflocal.org
  • 16. Facebook provides INSTANT feedback Content & Audience Ads & social marketing • What’s popular (views) • Tracking response on social • What’s being referred (viral) marketing/promotion posts • Who is your audience • Tracking likes & reposts (followers & demographics) Apply Facebook data to recruit new advertisers, fine tune your content, define audiences, drive traffic to website All rights reserved. Houseoflocal.org 16
  • 17. Tweetreach is a critical Twitter metrics tool 17
  • 18. Shows most retweeted • Shows top retweeters • Shows top tweets and how far each reach 18 All rights reserved. Houseoflocal.org
  • 19. Oakland Local: Tweetreach How many people are How many people are you reaching via you reaching via Twitter—and who are Twitter—and who are they? Tweetreach they? Tweetreach gives you data gives you data 19 All rights reserved. Houseoflocal.org
  • 20. Tweetreach report First screen All rights reserved. Houseoflocal.org 20
  • 21. Tweetreach data dive—who’s Contributing to your stream? All rights reserved. Houseoflocal.org 21
  • 22. Workflow and process best practices Source: http://fobango.com knightdigitalmediacenter.org 22
  • 23. Create a reporting dashboard to track stats over time- Excel Spreadsheet tracking key metrics month by month, quarter by quarter. Build or download a template to collect data Check data weekly 23 All rights reserved. Houseoflocal.org
  • 24. Your dashboard should track Let’s discuss: how does this work • Google Analytics as a weekly/daily report? • Unique visitors • First time vs. repeat visitors • Time on site • Pages per visit • Bounce rate • Top 10 Content (by page views or by unique visitors) • Number of comments (conversion goal) • Number of member blog posts (conversion goal) • New members (conversion goal) • Top referring sources All rights reserved. Houseoflocal.org 24
  • 25. Your dashboard should track Let’s discuss: how does this work as a weekly/daily report? • Facebook Insights • Followers • Demographics • Location • Likes/virality • Tweetreach • Top Tweets • Top Tweeters • Most retweeted All rights reserved. Houseoflocal.org 25
  • 26. Want to learn more? Videos on the Official Google Analytics YouTube Channel are a quality resource. 26 All rights reserved. Houseoflocal.org
  • 27. Putting knowledge to work Things to Ask & Try 27 All rights reserved. Houseoflocal.org Source: http://blog.podio.com
  • 28. When do you check stats? • Daily or weekly • Monthly – 30 minutes or less – 90 minutes – Review all stat sources – Look at basic – Build a monthly report weekly stats – Compare 6 month trend • Top content data • Google Analytics • Top referrers • Facebook Insights • Tweetreach • Time spent/bounce metrics All rights reserved. Houseoflocal.org 28
  • 29. Putting info to work--Start with basic analysis Planning • What is your site’s greatest strength according to Google Analytics? • Example: High number of returning visits, high time spent on pages metrics • Use stats to portray your strengths-Create a 1 pager • What is a problem you see in your site that Google Analytics shows you? – Example: High bounce rate, poor referrals from social media despite putting investment there – Use stats to portray--Create a 1 pager All rights reserved. Houseoflocal.org 29
  • 30. Workflow: Monthly reporting? • What does a monthly report about your site look like? – Construct a monthly report across all data sources highlighting metrics you consider meaningful/important – Make some inferences/assertions and test them All rights reserved. Houseoflocal.org 30
  • 31. Followup • Should we have a peer learning circle? More trainings? YOU TELL US – If yes, contact susan@oaklandlocal.com – More on metrics (including the basics): http://slideshare.com/susanmernit – More individual and group training possible— contact susan@oaklandlocal.com – See this presentation and download at http://slideshare.com/susanmernit All rights reserved. Houseoflocal.org 31

Editor's Notes

  1. Jessica intro’s Find out why your community information and engagement project needs to go mobile right now, how to assess your local mobile market, how to make your website mobile-friendly, and how to leverage existing mobile platforms and services.
  2. Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours Complete survey at the end Jessica to turn over to Amy
  3. There are hundreds of tools-but these are essentials.