1. Know Your Website
An Intro to Google Analytics
June 29, 2011
The 2011 MyCharityConnects
Webinar Series is generously
supported by Direct Energy.

2. Today’s Presenter
Kirstin Beardsley
Marketing & Communications Manager

3. reminders
 You can hear us, but we can’t hear you
 Have questions? Type questions in the Questions Log
 Presentation slides will be available on
www.mycharityconnects.org/pastwebinars
 For the best webinar experience, close all other applications
 Turn up your computer’s volume

4. • “A charity helping charities”
• A public foundation
mission
CanadaHelps engages Canadians in the charitable sector,
providing accessible and affordable online technology to both
donors and charities to promote – and ultimately increase –
charitable giving in Canada.

5. Analytics

6. Why Use Google Analytics?
• Your website is your
most important
communications tool
• Understand how users
interact with your site
• Improve user
experience to get more
from your website

7. • Which campaigns are most effective?
• What are the traffic patterns on my site?
• Where are visitors coming from?
• Which keywords lead to more conversions?
• Why are people leaving my site?
• What content are people most interested in?
How Can Google Analytics Help?

9. Getting Started with
Google Analytics:
• Sign up for FREE
• Add tracking code
to your website
• Link to Adwords
campaigns

10. Google Analytics Tracking Code

11. Adwords for nonprofits
www.google.com/nonprofits

13. WARNING:
Analytics aren’t accurate!

16. Visitors - Who’s going to your website?

17. Visitors
• Visits, Unique Visitors
• Pageviews
• Average time on site, bounce rate
• Demographics: Location, language
• Behaviour: New vs. returning, frequency &
recency
• Technology: browser, network

18. Visitors - Advanced
• Custom variables
– Track visitor behaviour by setting up custom links
on different sites
• Mobile

19. Traffic Sources – Where are they
coming from?

20. Traffic Sources
• 4 types of traffic sources:
– Search (organic & paid)
– Referral  top referring sites, social media sites,
advertisements etc…
– Direct
– Adwords campaigns
• Keywords

21. Content– What content do people like?
What content do they not like?

22. Content
• Pages
• Content drilldown
• Landing pages

23. Content
• Exit Pages
• Site Search – in-site searches
• Events

24. Goals– What do you want people to do
on your site?
Photo credit: http://www.flickr.com/photos/timhughes/

25. Goals
• 3 types of goals
– URL destination goal
– Time on site
– Pages/Visit goal
• Goal funnels – see where
you lose people along the
path towards a goal

26. Intelligence
• Intelligence alerts you to significant variations
in traffic & other patterns
• Default & custom alerts

27. Custom Reports
• Custom Reports let you design reports that
you want to track
• Ex. Goals by location

29. Advanced Segments
• Lets you segment your data to see specific
behaviour
• Example: segment by new visitors, search traffic,
or mobile visitors

31. Start Small
• Track basic measures
• Get used to account
• Start combining metrics & getting fancy

32. The Basics
• Visits
• Unique visitors
• New vs. returning
• Traffic sources
• Keywords
• Top content & top landing pages
• Establish a goal

33. Customize
your
Dashboard

34. Focus on Trends & Context
• Worry less about individual numbers and
more about changes over time
• Understand the context around numbers

36. Mobile Trends
• 5% of traffic from
mobile? BIG DEAL
• Up from 1.5% in one
year!

37. Traffic Trends

38. Traffic Trends

39. Measure What Matters
• Don’t measure everything
• Track basic information (visitors, traffic
sources, content)
• Focus on ACTIONABLE measures

40. Example:
Email Sign-Up
Campaign
• Set up CONVERSION GOAL
• Track conversions by traffic source
• Track bounce rate by landing page

41. Example:
Facebook
Page Launch
• Track visitors from Facebook
• Content patterns, top content
• Bounce rates
• Conversions (e.g. email sign-up)

42. Get Started!

43. QUESTIONS?

44. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

45. Upcoming Webinars
www.mycharityconnects.org/webinars
• July 20 – YouTube’s NonProfit Program & The Fundamentals of Video Storytelling
• August 17 – Orientation for Newly Registered Charities with CanadaHelps
• September 14 – Stay Connected: LinkedIn for Nonprofits
• September 28 – Content Is Good ... Putting it into Context - that's how you win (guest
speaker: Josh Muirhead, Socialmark Media)
• October 12 – #FAIL: Biggest Online Mistakes and How to Avoid Them (guest
speaker: Lee Rose, HR Council for the Nonprofit Sector)
• October 26 – Social Media Strategy for Beginners
• November 9 – Making Twitter Your Best Friend: Twitter Strategies Exposed (guest
speaker: Heather Morrison, Sequentia Environics)
• November 23 – Cutting Edge Charities
• December 7 – Looking Up: Life's Better in the Cloud (guest: Amanda Grainger-Munday,
Framework)

46. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps
www.youtube.com/canadahelps