Analytics is MagicGremlins, Unicorns and     Fundraising Analytics Tips ,Tricks AndReports That Will Enlighten  Your Onlin...
@erik_rubad              Erik Rubadeau•   Founder/Lead Strategist @ Yeeboo Digital•   Google Analytics Certified Consultan...
Services• Digital Strategy     • Search Engine Optimization• Web Analytics        • Search Engine Marketing• Peer 2 Peer  ...
Clients we Love!
What will we Cover?•   Web Analytics, Why Should I Care?•   Falling in Love with Squeaky Clean Data!•   Don’t Sweep Insigh...
What’s In It For You?•   Rock Solid understanding of Web Data’s Value•   Tips and Tricks for Better Data Insight•   Cool N...
What is Web Analytics?• Cookie Driven Business Analytics Tool• Powerful Framework for Finding  Answers• (should be)The Bac...
Cookies• Web Analytics Use Cookies To Log Anonymous  Data And Movements Of Your Website  Visitors.• The EU/UK Law makes un...
You have the power• As Marketers And Fundraisers The Success of  Online Programs Rely Heavily On our ability to  use cooki...
Why should you care?Because you are in charge of:  Raising Money       Events       Volunteers       Advocacy         Cont...
Measure and Optimize• Everything we do has a purpose and a desired  outcome.• Track, analyze and understand your efforts  ...
Ask Good Questions – Get        Good Answers• Before You Do Anything, Before You Log In…  Ask Yourself What Questions Do Y...
Strategy = Campaign            Success• Actively plan how you will use web analytics  to measure the success of your campa...
Re-Think Your Website    Acquisition            Behavior            Outcomes                                              ...
Your Website is Mission           CriticalExponentially More People Will Come To YourWebsite Than Will Ever Come Through Y...
My Web Analytics Tool of          Choice               Google Analytics.• Free• 95% of All Industry Features• Integrates w...
http://goo.gl/orhlx
Always Remember Data is        People
Ok..Enough Chit Chat.  Let’s Dig in!
Gremlins and Unicorns
Get Better Data• Google Analytics Is A One Way Door –  What Goes In, Stays In. Forever.• Garbage In  Garbage Out• 7 Out O...
Setup Tips and Tricks for Squeaky Clean Data
Let’s clean that dataSetup Tip #1• Get Yourself out of the Data• Implement IP Address Filter for your  computers (office, ...
IP Address Filter• Admin => Filters => “New Filter”                                     http://goo.gl/f4lRY
Squeaky Clean DataSetup Tip #2• Create Multiple Versions Of Your Profile.• Always Have A Master Profile For Raw Data.• If ...
Better Data is BestSetup Tip #3• Enable E-Commerce Tracking• If You Process Donations Online You Should  Enable Ecommerce ...
Why Enable the E-Commerce        Machine?          VS
Where Did That Come From?Setup Trick #4• Full Referring URL Hack• Standard GA Referring URL = digg.com• Regardless of what...
Can I have more?Turn this type of data                 Into this type of data: nursingsociety.org/great-news-article-about...
Make Your Data Easy to           AccessSetup Tip #5• Create a Personalized Dashboard• Include the metrics that matter to y...
Conversion Tracking    Dashboard
Traffic Overview Dashboard
Now you have a clean,powerful, best practice setup.Your Data is Squeaky Clean.  Let’s Talk About Insights
Don’t Sweep Insight under          the RugAnalytics tools love to present data as averages.• Average Bounce Rate• Average ...
Average Data
Drill Down + Segment• Dig Deeper to find more insight• Segment your audience to better understand  them.• Data is People.
Pop Quiz              True or False:All Visitors to your website are the same.            (Hint – it’s False)
Acquisition• Inbound Traffic to Your website.• Most common Out-of-the-box metrics  – Visitors  – Unique Visitors
Standard Visitors/Unique    Visitors Metrics
New vs. ReturningBetter, but what are we really learning?
And Just a Pinch of Context
New vs. ReturningVisitor Trends over Time
Traffic Segmentation by Type
Create Custom Audience       Segments
Social Media Custom      Segment
New vs. ReturningSegmentation by Traffic Type
Add a Dash of Context
Shazam!
Engagement Metrics
Un-segmented Metrics
Segmentation is Key
The Golden Unicorn:         Custom ReportsLet’s put everything we have learned together to      create some cool new custo...
Standard Report vs. Custom         Reports
Creating a Custom Report
Visitor Acquisition Efficiency       Analysis Report                                Custom                               R...
Content Efficiency Analysis         Report               Custom                             Report #2                     ...
Bonus Tip: Track Your         Website Search• Website Search gives you  insight into what people are  looking for and what...
Search = Free Insight!
Thank You Erik Rubadeau Founder/Chief Strategist www.YeebooDigital.com @erik_rubadeauContact Yeeboo Digital to learn more ...
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Analytics is Magic: Gremlins, Unicorns and Fundraising. Google Analytics tips, Tricks and Reports to Improve your Online Fundraising

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Full webinar recording here: http://goo.gl/R8JvY

7 Google Analytics tips, tricks and cool new reports to help improve your online fundraising.

Presented by Erik Rubadeau, Founder and Lead Strategist at Yeeboo Digital.

Originally presented as a webinar, the full recording can be found at the Yeeboo Digital "Fresh Ideas" blog.

Published in: Technology, Business
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Analytics is Magic: Gremlins, Unicorns and Fundraising. Google Analytics tips, Tricks and Reports to Improve your Online Fundraising

  1. 1. Analytics is MagicGremlins, Unicorns and Fundraising Analytics Tips ,Tricks AndReports That Will Enlighten Your Online Revenue
  2. 2. @erik_rubad Erik Rubadeau• Founder/Lead Strategist @ Yeeboo Digital• Google Analytics Certified Consultant• Google Engage Agency• Web Analytics Association Member• Technologist | Strategist | Marketer | Fundraiser• Tri-lingual – English/French/Geek
  3. 3. Services• Digital Strategy • Search Engine Optimization• Web Analytics • Search Engine Marketing• Peer 2 Peer • Media Buying/Planning Fundraising • Social Media Marketing• Email Marketing • Web Design/Development• Online Advertising
  4. 4. Clients we Love!
  5. 5. What will we Cover?• Web Analytics, Why Should I Care?• Falling in Love with Squeaky Clean Data!• Don’t Sweep Insight under the Rug• Segmentation is your BFF• Custom Reports are The New “It Girl”.
  6. 6. What’s In It For You?• Rock Solid understanding of Web Data’s Value• Tips and Tricks for Better Data Insight• Cool New Report Ideas• Learn How to Discover Unicorns• Learn How to Avoid Gremlins
  7. 7. What is Web Analytics?• Cookie Driven Business Analytics Tool• Powerful Framework for Finding Answers• (should be)The Backbone of any Marketing Initiative
  8. 8. Cookies• Web Analytics Use Cookies To Log Anonymous Data And Movements Of Your Website Visitors.• The EU/UK Law makes unauthorized cookies illegal.• Cookies Are Under Fire Because Of What You “Can” Do With Them.
  9. 9. You have the power• As Marketers And Fundraisers The Success of Online Programs Rely Heavily On our ability to use cookies.• Get Informed, And Help Spread The Word: Cookies Are Not Evil• Learn More: www.YeebooDigital.com “Fresh Ideas” Blog
  10. 10. Why should you care?Because you are in charge of: Raising Money Events Volunteers Advocacy Content Yes, All of these actions can, and should be self serve on your website.
  11. 11. Measure and Optimize• Everything we do has a purpose and a desired outcome.• Track, analyze and understand your efforts and your outcomes.
  12. 12. Ask Good Questions – Get Good Answers• Before You Do Anything, Before You Log In… Ask Yourself What Questions Do You Want To Answer.• How many people? From where? What language? How many pages? For how long? From what site? By which route? On what browser? Mobile? iPad? Why?
  13. 13. Strategy = Campaign Success• Actively plan how you will use web analytics to measure the success of your campaigns.• Where will traffic be coming from?• How will you capture and measure this traffic• What defines success for this campaign?
  14. 14. Re-Think Your Website Acquisition Behavior Outcomes People leave satisfiedTraffic comes to your All kinds of things Or site from elsewhere happen on your site People leave disappointed
  15. 15. Your Website is Mission CriticalExponentially More People Will Come To YourWebsite Than Will Ever Come Through YourPhysical Door.• What Does Your Website Say About You?• Is your website self serve?• How much opportunity are you missing?
  16. 16. My Web Analytics Tool of Choice Google Analytics.• Free• 95% of All Industry Features• Integrates with Google AdWords (Google Grant)• High Adoption Rate• Fits the 10/90 Rule Like a Glove
  17. 17. http://goo.gl/orhlx
  18. 18. Always Remember Data is People
  19. 19. Ok..Enough Chit Chat. Let’s Dig in!
  20. 20. Gremlins and Unicorns
  21. 21. Get Better Data• Google Analytics Is A One Way Door – What Goes In, Stays In. Forever.• Garbage In  Garbage Out• 7 Out Of 10 Analytics Setup Are Done Incorrectly Or Include Invalid/Bad Data
  22. 22. Setup Tips and Tricks for Squeaky Clean Data
  23. 23. Let’s clean that dataSetup Tip #1• Get Yourself out of the Data• Implement IP Address Filter for your computers (office, home)• But how you ask?
  24. 24. IP Address Filter• Admin => Filters => “New Filter” http://goo.gl/f4lRY
  25. 25. Squeaky Clean DataSetup Tip #2• Create Multiple Versions Of Your Profile.• Always Have A Master Profile For Raw Data.• If You Accidentally Create A Filter That Removes ALL Of Your Data It Will Be Gone Forever. Always Have A Backup. http://goo.gl/yHPyN
  26. 26. Better Data is BestSetup Tip #3• Enable E-Commerce Tracking• If You Process Donations Online You Should Enable Ecommerce Tracking.• Requires extra code on your thank you page. Talk to your donation form provider and ask them to set this up for you. http://goo.gl/C5Oek
  27. 27. Why Enable the E-Commerce Machine? VS
  28. 28. Where Did That Come From?Setup Trick #4• Full Referring URL Hack• Standard GA Referring URL = digg.com• Regardless of what page it came from you will only get the base URL.
  29. 29. Can I have more?Turn this type of data Into this type of data: nursingsociety.org/great-news-article-about-your-organization http://goo.gl/wfYGt
  30. 30. Make Your Data Easy to AccessSetup Tip #5• Create a Personalized Dashboard• Include the metrics that matter to you• Create dashboards by job – Data Geek Dashboard (deep in the mine shaft) – Fundraiser Dashboard (Traffic + Conversions) – CEO Dashboard (Big Picture Trends)
  31. 31. Conversion Tracking Dashboard
  32. 32. Traffic Overview Dashboard
  33. 33. Now you have a clean,powerful, best practice setup.Your Data is Squeaky Clean. Let’s Talk About Insights
  34. 34. Don’t Sweep Insight under the RugAnalytics tools love to present data as averages.• Average Bounce Rate• Average Time of Site• Average Number of Pages Per Visit• Average Order ValueThere is no such thing as an average visitor.
  35. 35. Average Data
  36. 36. Drill Down + Segment• Dig Deeper to find more insight• Segment your audience to better understand them.• Data is People.
  37. 37. Pop Quiz True or False:All Visitors to your website are the same. (Hint – it’s False)
  38. 38. Acquisition• Inbound Traffic to Your website.• Most common Out-of-the-box metrics – Visitors – Unique Visitors
  39. 39. Standard Visitors/Unique Visitors Metrics
  40. 40. New vs. ReturningBetter, but what are we really learning?
  41. 41. And Just a Pinch of Context
  42. 42. New vs. ReturningVisitor Trends over Time
  43. 43. Traffic Segmentation by Type
  44. 44. Create Custom Audience Segments
  45. 45. Social Media Custom Segment
  46. 46. New vs. ReturningSegmentation by Traffic Type
  47. 47. Add a Dash of Context
  48. 48. Shazam!
  49. 49. Engagement Metrics
  50. 50. Un-segmented Metrics
  51. 51. Segmentation is Key
  52. 52. The Golden Unicorn: Custom ReportsLet’s put everything we have learned together to create some cool new custom reports.
  53. 53. Standard Report vs. Custom Reports
  54. 54. Creating a Custom Report
  55. 55. Visitor Acquisition Efficiency Analysis Report Custom Report #1 http://goo.gl/E7qOt
  56. 56. Content Efficiency Analysis Report Custom Report #2 http://goo.gl/E7qOt
  57. 57. Bonus Tip: Track Your Website Search• Website Search gives you insight into what people are looking for and what they can’t seem to find.• Site Search Report gives you a list of the actual search terms people are using on your site.• This is the voice of your visitors
  58. 58. Search = Free Insight!
  59. 59. Thank You Erik Rubadeau Founder/Chief Strategist www.YeebooDigital.com @erik_rubadeauContact Yeeboo Digital to learn more about how Web Analytics can improve your online revenue.

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