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OptimizingGoogle Analyticswith Custom
Dashboardsfor
StatewideClient Websites
December9,2015
Danielle Rebar, Website Manage...
Goals of TIG Project
Create an easy way for statewide website
administrators to access specialized website
metrics and
• g...
Josh Anderson
ABC’s of Analytics
• A = Acquisition
• Source / Medium: How do people get to the site?
• Channels, Referrals, Paid, Search...
Dashboards
Dashboards are a collection of widgets that give you an overview of the
stats you care about most. Dashboards l...
Custom Reports
Washington Law Help
Custom Report
• How are People getting to
https://nwjustice.org/apply-
online
• Washing...
How To Share Custom Reports
& Dashboards
How To Import A Custom
Report or Dashboard
• Use one from a colleague
• Find one doing a Google search
• Explore the Googl...
Events
Event Tracking is a method to record user interaction with
website elements, such as a button or link. When used, a...
Goals
A Goal represents a completed activity, called a conversion, that
contributes to the success of your mission. Exampl...
Google URL Builder
http://www.washingtonlawhelp.org/?utm_source=Facebook&utm_medium=Post&utm
_content=Divorce%20Help&utm_c...
What We See w/ URL Builder
What We See w/ URL Builder
Flow Reports
• The Behavior Flow report visualizes the path users traveled
from one page or Event to the next
• The Users ...
Behavior Flow Step
https://www.youtube.com/watch?v=Dz-zgq6OqTI
Google Page Speed test
https://developers.google.com/speed/pagespeed/insights/
What discoveries did we make
about Washington LawHelp?
• Common user stories: a lot of traffic
around senior issues such a...
Common User Story
Internal Search Keywords
Seniors Topic Area
• “Seniors” is WLH’s 3rd (very close to
2nd) most popular topic area. Why?
• Specialized original conte...
Top Referrers & Site Interaction
Identify Potential Problem Pages
• Reviewed pages with high bounce & exit
rates
• Example: Your Rights as an Employee in
W...
Fixing Problem Pages
• After reworking
resource into plain
language and smaller
individual resources:
• Bounce rate reduce...
LH3 Data
Limitations of (Native) Google
Analytics
What “Top Sections” Mean
What “Top Sections” Mean
LH3 Annual Usage Reports
Limitations of LH3’s Annual
Usage Reports
• Infrequent
• Lack of “On Demand” Access
• Static
LH3 Annual Usage Reports
• pageviews
• clicks
• downloads
• bounce rates
• referrers
• demographics
• etc
• topics &
subtopics
• channels &
categor...
Thank you for attending!
Questions or comments:
• Danielle Rebar, Northwest Justice Project
danieller@nwjustice.org
• Sam ...
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  1. 1. OptimizingGoogle Analyticswith Custom Dashboardsfor StatewideClient Websites December9,2015 Danielle Rebar, Website Manager at Northwest Justice Project danieller@nwjustice.org Josh Anderson, Analytics Consultant charlesajosh@gmail.com Sam Halpert, LawHelp Coordinator at ProBono.net shalpert@probono.net
  2. 2. Goals of TIG Project Create an easy way for statewide website administrators to access specialized website metrics and • generate custom usage reports (legal issue area, language, category, resource type, etc.) • identify how users learn of and get to LawHelp.org websites • learn what content they engage with and how • discover “user stories” • apply findings to improve website
  3. 3. Josh Anderson
  4. 4. ABC’s of Analytics • A = Acquisition • Source / Medium: How do people get to the site? • Channels, Referrals, Paid, Search Queries, Social, Campaigns • B = Behavior • Landing Pages / Content: Where do people go and what do they do? • Site Search, Site Speed, Events, Exits, Flows, Entrances, Content, Landing Pages • C = Conversions • Events / Goals: Are people doing the things you hope they will? • Call, Contact Form, Registration, Donate, Newsletter Sign-Up, Demo, Social Connection, Share, Download
  5. 5. Dashboards Dashboards are a collection of widgets that give you an overview of the stats you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your sites. Dashboards are easy to create, customize and share. Washington LH Dashboards • General Dashboard: • Mobile Device on Desktop • Mobile Device on Mobile Site • Real-time Dashboard: • SEO Dashboard • Site performance dashboard • Technical: • Top Site Sections / Issues
  6. 6. Custom Reports Washington Law Help Custom Report • How are People getting to https://nwjustice.org/apply- online • Washington State Map: • Institutional Referrals Over Time • Campaigns A Custom Report is a report that you create. You pick the dimensions (City and Browser, for example) and metrics (Sessions, Pageviews, and Bounce Rate, for example) and decide how they should be displayed
  7. 7. How To Share Custom Reports & Dashboards
  8. 8. How To Import A Custom Report or Dashboard • Use one from a colleague • Find one doing a Google search • Explore the Google Solutions Gallery
  9. 9. Events Event Tracking is a method to record user interaction with website elements, such as a button or link. When used, all user activity on such elements is calculated and displayed as Events in the Analytics. Washington Law Help is tracking two Events currently. 1. Downloads • PDF’s & Word Doc’s (Resources) 2. Links • Clicks: External Website Links (Pages & Doc’s) You need to add Event tracking code to your site or app in order to see data in your Events reports. Click Here to learn more
  10. 10. Goals A Goal represents a completed activity, called a conversion, that contributes to the success of your mission. Examples of Goals include submitting a contact information, making a donations or signup for a newsletter. Washington Law Help Possible Goals. 1. Newsletter Signup 2. Completed Survey 3. Donate Now 4. Feedback Form Submission
  11. 11. Google URL Builder http://www.washingtonlawhelp.org/?utm_source=Facebook&utm_medium=Post&utm _content=Divorce%20Help&utm_campaign=Blog
  12. 12. What We See w/ URL Builder
  13. 13. What We See w/ URL Builder
  14. 14. Flow Reports • The Behavior Flow report visualizes the path users traveled from one page or Event to the next • The Users Flow report is a graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site. • Use the Events Flow report to visualize the order in which users trigger the Events on your site. • The Goal Flow report shows the path your traffic traveled through a funnel towards a Goal conversion
  15. 15. Behavior Flow Step https://www.youtube.com/watch?v=Dz-zgq6OqTI
  16. 16. Google Page Speed test https://developers.google.com/speed/pagespeed/insights/
  17. 17. What discoveries did we make about Washington LawHelp? • Common user stories: a lot of traffic around senior issues such as the COPES Program, nursing and in-home care, POAs and Wills. • Identified top referring sites (partners) and which ones produce the most interaction with our site (events) • Identified potential problem pages and applied fixes
  18. 18. Common User Story
  19. 19. Internal Search Keywords
  20. 20. Seniors Topic Area • “Seniors” is WLH’s 3rd (very close to 2nd) most popular topic area. Why? • Specialized original content that is frequently updated and has been available for many years • Go-to resource for info on COPES (state in-home care program) - #1 result in Google search • Government agencies, social services and other programs are disseminating our resources
  21. 21. Top Referrers & Site Interaction
  22. 22. Identify Potential Problem Pages • Reviewed pages with high bounce & exit rates • Example: Your Rights as an Employee in WA • High bounce rate of 89% • High exit rate of 86% • Very lengthy, dense html resource • Reworked resource into smaller individual resources all available on one page
  23. 23. Fixing Problem Pages • After reworking resource into plain language and smaller individual resources: • Bounce rate reduced from 89% to 55% • Exit rate reduced from 86% to 53%
  24. 24. LH3 Data
  25. 25. Limitations of (Native) Google Analytics
  26. 26. What “Top Sections” Mean
  27. 27. What “Top Sections” Mean
  28. 28. LH3 Annual Usage Reports
  29. 29. Limitations of LH3’s Annual Usage Reports • Infrequent • Lack of “On Demand” Access • Static
  30. 30. LH3 Annual Usage Reports
  31. 31. • pageviews • clicks • downloads • bounce rates • referrers • demographics • etc • topics & subtopics • channels & categories • tag types & tags • authoring organizations • creation dates? • update dates? +
  32. 32. Thank you for attending! Questions or comments: • Danielle Rebar, Northwest Justice Project danieller@nwjustice.org • Sam Halpert, ProBono.net shalpert@probono.net

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