1.
How to complete a digital audit
using free tools
Google Analytics
Simone Castello – 15th February 2021
www.linkedin.com/in/simonecastellodigitalstrategy/

2.
Housekeeping
• Participation is encouraged
• Please keep your mic on mute when not speaking
• The recording will be used by BIPC Cambridgeshire &
Peterborough for marketing purposes.
• If you do not wish your image to appear in the recording please switch
your camera to ‘off.’
• Feedback forms will be emailed after the session

3.
The big
picture
Source: Hootsuite

4.
Key menus:
Audience

5.
Key menus:
Acquisition

6.
Key menus:
Behaviour

7.
Analytics for funding/investment
Besides measuring
performance, analytics can
be used to seek funding or
investment. This project,
thanks to press and social
media, was responsible for a
big rise in website visitors,
from 8143 (2017) to 63,443
(2018). We used this metric
to apply for a grant.

8.
• Measure website engagement regularly if you can: whether it’s every 3 months, every 6
months or once a year.
• Integrate GA with analytics from social media to get the full picture.
• Only do the analytics you need, don’t get sucked in! If you are short of time, do the
basics.
• How to set up your GA account
https://support.google.com/analytics/answer/10
08015?hl=en
• Free training
https://learndigital.withgoogle.com/digitalgarage
https://analytics.google.com/analytics/academy/
Best practices & resources

9.
FEEDBACK FORM
Emailed after the session
Enquiries:
BIPC@Cambridgeshire.gov.uk