Know Your Website: An Intro to Google Analytics


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Google Analytics is undoubtedly one of the most powerful web analytics packages out there. In fact, it's so powerful, it's difficult to know how to begin understanding all of the information it makes available. Join us for this primer on Google Analtyics for nonprofits. We’ll show you how to measure the performance of your website with this powerful and free tool, understand who your web site visitors are, where they come from, and what they’re doing on your site.

Topics we’ll cover:
- Introduction to Google Analytics for nonprofits
- How to use web analytics to understand the performance of your website
- How to measure progress toward organizational goals
- How to turn your accumulated data into actual site improvements

Presentation by: Kirstin Beardsley, Marketing & Communications Manager, CanadaHelps

The 2011 MyCharityConnects webinar series is generously supported by Direct Energy.

Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits.

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Know Your Website: An Intro to Google Analytics

  1. 1. Know Your WebsiteAn Intro to Google Analytics June 29, 2011 The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.
  2. 2. Today’s PresenterKirstin Beardsley Marketing & Communications Manager
  3. 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 For the best webinar experience, close all other applications Turn up your computer’s volume
  4. 4. • “A charity helping charities” • A public foundationmissionCanadaHelps engages Canadians in the charitable sector,providing accessible and affordable online technology to bothdonors and charities to promote – and ultimately increase –charitable giving in Canada.
  5. 5. Analytics
  6. 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. 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?
  8. 8. Getting Started withGoogle Analytics:• Sign up for FREE• Add tracking code to your website• Link to Adwords campaigns
  9. 9. Google Analytics Tracking Code
  10. 10. Adwords for
  11. 11. WARNING:Analytics aren’t accurate!
  12. 12. Visitors - Who’s going to your website?
  13. 13. Visitors• Visits, Unique Visitors• Pageviews• Average time on site, bounce rate• Demographics: Location, language• Behaviour: New vs. returning, frequency & recency• Technology: browser, network
  14. 14. Visitors - Advanced• Custom variables – Track visitor behaviour by setting up custom links on different sites• Mobile
  15. 15. Traffic Sources – Where are theycoming from?
  16. 16. Traffic Sources• 4 types of traffic sources: – Search (organic & paid) – Referral  top referring sites, social media sites, advertisements etc… – Direct – Adwords campaigns• Keywords
  17. 17. Content– What content do people like?What content do they not like?
  18. 18. Content• Pages• Content drilldown• Landing pages
  19. 19. Content• Exit Pages• Site Search – in-site searches• Events
  20. 20. Goals– What do you want people to doon your site? Photo credit:
  21. 21. 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
  22. 22. Intelligence• Intelligence alerts you to significant variations in traffic & other patterns• Default & custom alerts
  23. 23. Custom Reports• Custom Reports let you design reports that you want to track• Ex. Goals by location
  24. 24. Advanced Segments• Lets you segment your data to see specific behaviour• Example: segment by new visitors, search traffic, or mobile visitors
  25. 25. Start Small• Track basic measures• Get used to account• Start combining metrics & getting fancy
  26. 26. The Basics• Visits• Unique visitors• New vs. returning• Traffic sources• Keywords• Top content & top landing pages• Establish a goal
  27. 27. Customize yourDashboard
  28. 28. Focus on Trends & Context• Worry less about individual numbers and more about changes over time• Understand the context around numbers
  29. 29. Mobile Trends• 5% of traffic from mobile? BIG DEAL• Up from 1.5% in one year!
  30. 30. Traffic Trends
  31. 31. Traffic Trends
  32. 32. Measure What Matters• Don’t measure everything• Track basic information (visitors, traffic sources, content)• Focus on ACTIONABLE measures
  33. 33. Example: Email Sign-Up Campaign• Set up CONVERSION GOAL• Track conversions by traffic source• Track bounce rate by landing page
  34. 34. Example: Facebook Page Launch• Track visitors from Facebook• Content patterns, top content• Bounce rates• Conversions (e.g. email sign-up)
  35. 35. Get Started!
  36. 36. QUESTIONS?
  37. 37. www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country
  38. 38. Upcoming• 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 - thats 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: Lifes Better in the Cloud (guest: Amanda Grainger-Munday, Framework)
  39. 39. Keep in touch!