How to Use a Website Tracking Tool to Improve Fundraising - presented for The Chronicle of Philanthropy Google Hangout, March 2014.
Advance your group’s fundraising and outreach efforts with the use of functions and features of Google Analytics.
Presentation in Prezi: http://prezi.com/tusij00l41vw/?utm_campaign=share&utm_medium=copy&rc=ex0share
Recorded Google Hangout: https://www.youtube.com/watch?v=KnoF7_TvG6o
Sometimes we come into Google Analytics implementations that were set up years ago. Do those goals and conversion metrics make sense for the day-to-day today?
Did someone in another department forget that when you added that microsite/campaign last year that tracking needed to be updated across the other sites?
Organize what your organization finds important. It might take a while, but it will get everyone on the same page.
Have meetings with other departments or teams to figure out how their daily tasks impact the greater goals and objectives. Read their marketing or business plans. Find the holes in process and tracking that you can help fix or fill with DATA!
Don’t try and conquer this all at one time. Do it in phases it stages.
- Start with a simple tag audit – is it installed everywhere? Is it installed correctly?
- Do you have enough profiles/views to look at your traffic?
- Are your current marketing efforts tracked via Campaign Tracking? Especially Email and Social posts!
- Revenue – this isn’t top of mind for every organization, but an important one for all.
- Save the fancy stuff for later
This is for Convio eCommerce/Donation tracking:
If you are on a different fundraising platform, check with their support teams or FAQs.
YouTube Video tracking: https://github.com/lunametrics/youtube-google-analytics
Download Tracking: http://www.blastam.com/blog/index.php/2013/03/how-to-track-downloads-in-google-analytics-v2/
Fake or Virtual Pageviews: http://blog.kissmetrics.com/ga-virtual-pageviews/
Event Tracking in Flash: https://developers.google.com/analytics/devguides/collection/other/flashTrackingIntro
Avinash Kaushik | Evolve Intelligently: Achieve Web Analytics Nirvana, Successfully
In other words, let Avinash be your guide. He won’t steer you wrong!
Some of the tactics to track rich media will already include event tracking, but you can really strike a cord with implementing Event Tracking on your core templates