Chris Middings
Founder & President, NPG
cmiddings@gmail.com
1
For Nonprofits
About NPG
NPG specializes in creating and
administering Google Ad Grants
accounts for nonprofits
NPG creates customized ...
Google Analytics
 Learn about your website visitors
 Where are they?
 How did they get to your site?
 Why did they com...
Where are they?
 Regional organizations may be surprised to see
traffic from another part of the country
 National or in...
Where are they?
 What to do with this information
 Know the geographic concentration of your visitors
 Consider adjusti...
How did they get to your site?
 Look at traffic sources
 Focus on those that drive quality traffic
6
How did they get to your site?
 What to do with this information
 Evaluate your efforts to drive traffic to your site
 ...
Why did they come?
 What search terms did they use?
 What links did they follow?
 What did they search for once they ar...
Why did they come?
 What to do with this information
 Is your website focusing on the right keywords?
 Search Engine Op...
Where do they go?
 Which pages are popular?
 Might be what people are interested in
 Might be where the design of your ...
Where do they go?
 What to do with this information
 Remove links or topics from the homepage that do
not get traffic
M...
How frequently do they come?
 Weekly to read updates?
 Once a year to sign up for an event or donate?
12
How frequently do they come?
 What to do with this information
 Does this frequency make sense for your
organization?
 ...
What are they using to get
there?
 Desktop?
 Mobile?
 Tablet?
14
What are they using to get
there?
 What to do with this information
 If 1/3 or more of your traffic is mobile, is it wor...
Are they doing what you want
them to do?
 What Are Your Website’s Goals?
 Ecommerce
 Sign Up
 Download
 Donation
 Ed...
Are they doing what you want
them to do?
 Every nonprofit needs to define a measurement plan
to better understand their p...
Are they doing what you want
them to do?
source: cutroni.com
18
 Defining targets for each of your KPIs/Segments provides...
Are they doing what you want
them to do?
 If you meet or exceed your targets you should ask
yourself “Why did it work?”
...
Lots More Data:
Conversion Paths
20
Lots More Data:
Multi-Channel Funnels
21
Chris Middings
Founder & President, NPG
cmiddings@gmail.com
22
For Nonprofits
Upcoming SlideShare
Loading in …5
×

Google Analytics for Nonprofits

1,173 views

Published on

How to use Google Analytics for your nonprofit.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,173
On SlideShare
0
From Embeds
0
Number of Embeds
440
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Google Analytics for Nonprofits

  1. 1. Chris Middings Founder & President, NPG cmiddings@gmail.com 1 For Nonprofits
  2. 2. About NPG NPG specializes in creating and administering Google Ad Grants accounts for nonprofits NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals 2
  3. 3. Google Analytics  Learn about your website visitors  Where are they?  How did they get to your site?  Why did they come?  Where do they go?  How frequently do they come?  What are they using to get there?  Are they doing what you want them to do? 3
  4. 4. Where are they?  Regional organizations may be surprised to see traffic from another part of the country  National or international organizations may find areas with a lot or very few visitors 4
  5. 5. Where are they?  What to do with this information  Know the geographic concentration of your visitors  Consider adjusting your marketing, events, fundraising, and volunteer strategies accordingly  Use your Google Grant to gain traffic where you want it State, City, Zip, Radius geo-targeting 5
  6. 6. How did they get to your site?  Look at traffic sources  Focus on those that drive quality traffic 6
  7. 7. How did they get to your site?  What to do with this information  Evaluate your efforts to drive traffic to your site  Can you increase good quality traffic? More frequent emails More/Different social posting More and/or better positioned links on other sites  Are there disconnects? Spending time/money for poor quality traffic 7
  8. 8. Why did they come?  What search terms did they use?  What links did they follow?  What did they search for once they arrived? 8
  9. 9. Why did they come?  What to do with this information  Is your website focusing on the right keywords?  Search Engine Optimization  Can you get more traffic from good referrers?  Can you improve your on-site search?  Design your homepage to focus on what your visitors are already looking for  Also include new things they might not be aware of yet 9
  10. 10. Where do they go?  Which pages are popular?  Might be what people are interested in  Might be where the design of your site leads them 10
  11. 11. Where do they go?  What to do with this information  Remove links or topics from the homepage that do not get traffic Makes room for what people are looking for  If a blog post is popular, reuse it Email newsletter Social Media  Become a more data-driven organization 11
  12. 12. How frequently do they come?  Weekly to read updates?  Once a year to sign up for an event or donate? 12
  13. 13. How frequently do they come?  What to do with this information  Does this frequency make sense for your organization?  Try more frequent engagement Brainstorm ways to create unique content on a regular basis Use social media to engage people daily or weekly Evaluate email newsletter frequency Once a year vs ongoing fundraising 13
  14. 14. What are they using to get there?  Desktop?  Mobile?  Tablet? 14
  15. 15. What are they using to get there?  What to do with this information  If 1/3 or more of your traffic is mobile, is it worth making your site mobile-friendly?  Test your site on different devices It should display well for the majority of users  Poor rendering affects all your data Time on Site Pages per Visit Conversions 15
  16. 16. Are they doing what you want them to do?  What Are Your Website’s Goals?  Ecommerce  Sign Up  Download  Donation  Education  Recruit Volunteers 16
  17. 17. Are they doing what you want them to do?  Every nonprofit needs to define a measurement plan to better understand their performance 17 source: cutroni.com
  18. 18. Are they doing what you want them to do? source: cutroni.com 18  Defining targets for each of your KPIs/Segments provides context to the performance of your business
  19. 19. Are they doing what you want them to do?  If you meet or exceed your targets you should ask yourself “Why did it work?”  If you miss your targets you should ask yourself “Why didn’t it work?”  Many times looking at the performance of your segments, and applying additional segmentation, will lead to the answer  More here: http://cutroni.com/blog/2013/04/22/measuring-the-non-pr 19 source: cutroni.com
  20. 20. Lots More Data: Conversion Paths 20
  21. 21. Lots More Data: Multi-Channel Funnels 21
  22. 22. Chris Middings Founder & President, NPG cmiddings@gmail.com 22 For Nonprofits

×