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  1. 1. How to complete a digital audit using free tools Google Analytics Simone Castello – 15th February 2021 www.linkedin.com/in/simonecastellodigitalstrategy/
  2. 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. 3. The big picture Source: Hootsuite
  4. 4. Key menus: Audience
  5. 5. Key menus: Acquisition
  6. 6. Key menus: Behaviour
  7. 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. 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. 9. FEEDBACK FORM Emailed after the session Enquiries: BIPC@Cambridgeshire.gov.uk

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