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What Digital Marketing Analytics Matter Most to Nonprofits?


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As a Nonprofit, you may be looking for the most effective ways to track the success of your marketing initiatives on your site, and Google Analytics makes it easy (and free) to get insights into the acquisition channels and activity of your users. But just installing GA isn't enough, you need you need to know what you're looking for, and you need to make sure your data is correct. Panelists will dive into the most important metrics you should be keeping an eye on, as well as provide information on proper implementation and the common mistakes that plague Google Analytics accounts.

Published in: Government & Nonprofit
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What Digital Marketing Analytics Matter Most to Nonprofits?

  1. 1. 1 What Digital Marketing A n a l y t i c s M a t t e r M o s t t o N o n p r o f i t s ?
  2. 2. 2 Think Your Data Is Clean?  Over 30% had outdated or improperly placed tracking code.  Over 50% had misattributed or artificially skewed data due to improperly customized tracking code.  Nearly 50% were failing to utilize key features.  Over 30% were not properly tracking campaigns.  Over 30% had misused or failed to use settings for data cleanup.
  3. 3. 3 YOU HAVE A DATA PROBLEM* *Probably
  4. 4. 4 Garbage In, Garbage Out
  5. 5. 5 G o o g l e A n a l y t i c s Tracking Fundamentals
  6. 6. 6 Option A: Google Analytics Tracking Code Implementation Setting Up Google Analytics
  7. 7. 7 Benefits • Cleaner, more efficient tracking • Connect multiple devices, sessions, and engagement data with the User ID. • New and more flexible data collection methods that let you track any digital device. • Simplified and more accessible configuration options. • Create custom dimensions & custom metrics to collect data that's unique to your business. • Implement Enhanced Ecommerce. • Stay up to date with new features and updates. How to Upgrade • Google already updated your GA backend • Change over all of your tracking code. • Every page • Every Event Tracking code • Everything… • Our Recommendation? Note: Universal Analytics
  8. 8. 8 Option B: Google Tag Manager (preferred Option) Setting Up Google Analytics
  9. 9. 9 Option B: Google Tag Manager (preferred Option) Setting Up Google Analytics
  10. 10. 10 Option B: Google Tag Manager (preferred Option) Setting Up Google Analytics
  11. 11. 11 • Always use the most current tracking code, and always use it in the right place • There are some rare situations where proper placement isn’t possible. We do the best we can in those situations • Sites that cross sub-domains or multiple root domains require customized tracking code to work right • When these customizations aren’t in place, it causes MAJOR problems • GA Universal handles this much better • GTM almost makes it a non-issue altogether • Every page on your site needs to be tracked… Every Page • GTM takes much of the work out of this too • Its important to have a tracking/tagging strategy and discipline Some Things You Need to Know
  12. 12. 12 Purpose: Having multiple views is important and helps keep your account clean. Three Views Every Account Should Have: • Filtered – Your main view. Excludes internal and agency traffic. Possibly also exclude spam traffic, alters incoming data, and more… • Unfiltered – a view with no filters that collects all traffic without alteration • Testing – Any change you make to filters, view settings, etc. should be tested here first. Prevents accidental data destruction in the event of incorrectly setup changes Views
  13. 13. 13 Purpose: Denoting changes to the website, new campaign launches, or in GA account setup. It’s great to have these in place so you can look back and remember the changes you made and why that may have effected the data. 1. Admin 1. View -> Annotations -> New Annotation -> Type annotation and create annotation 2. Any GA report 1. Click the down arrow under the chart _> “Create new annotation” -> Change date if needed -> add message -> hit “Save” Annotations
  14. 14. 14 Purpose: Tracking important actions done on your website. A lot of people like to track form fill outs or email subscriptions. Setting up goals makes it possible to see how many people did these actions in a certain time period. 1. Admin (Example) 1. View -> Goals -> New Goal 2. Goal Set Up 1. - > Custom 3. Goal Description 1. Name Goal (i.e. Contact Us). 2. Select Type – (if form fill out takes you to a select Destination. 4. Goal Details 1. Destination – Matches Regular Expression = contact-thank-you 5. Save Goals
  16. 16. 16Overview Metrics Basic definitions to get started • Sessions: A group of interactions one user takes within a given time frame • Users: This is the total count of unique and returning visitors • Pageviews: The number of pages these visitors viewed. • Pages/Session: The average visit in terms of page views. • Avg. Session Duration: The average amount of time a user spends on your site • Bounce Rate: The percentage of people who only visited one page on your site before they “bounced” somewhere else • % New Sessions: The percentage of new sessions to your site as compared to all sessions
  17. 17. 17Turn Your Demographics On! Use this data for your other marketing efforts • Learn more about your audience with Overview Demographics report and the Overview Interests report. Benchmark and consistently review this data.
  18. 18. 18 1. Default Channels Report a) Answers the question: What channels are driving the most effective traffic? b) Find under Acquisition  Channels and/or Source/Medium 2. All Pages Behavior Report a) Answers the question(s): What are users engaging with on my site? Is my content useful? b) Find under Acquisition All Traffic  Channels and/or Source/Medium 3. Goal Overview Report and/or Ecommerce Overview Report a) Answers the question(s): Is my website driving me to have more contacts/leads/interest? Is my website driving donations? b) Find under Conversions  Goals  Overview Top 3 Most Valuable Reports To review and analyze daily
  19. 19. 19 #1 Channel Report How to analyze • ‘Default Channel Grouping’ sets most ‘mediums’ into one general category. • Look for trends and drill down further. • Examples: • Organic search • Social sessions increased significantly and mostly from new sessions. Click on the channel to find specific networks and get a level deeper:
  20. 20. 20 #2 All Pages Behavior Report How to analyze • This report can help you understand the most popular, engaging and effective content on your site. • Evaluate trends: • Store pageviews and unique pageviews increased compared to previous month. Drill down to the navigation summary for this page to see where these came from. It could be a call to action that was added in the past month. • Bounce rate and exit rate increased for the drinkware page. Ask yourself and your team if you made any updated to this page (added or removed content, images, etc.) that have affected user experience.
  21. 21. 21 #3 Goal Overview Report How to analyze • Goals can be anything that you value on the website, including: • Newsletter sign-up • Contact form fill out • Watched Video • Registered for an event • Downloaded a guide • Goals are defined in the admin section and can be set up in a variety of ways (destination URL like a thank you page, event tracking for a click on a button, duration, etc.) • You can set goal values if some goals mean more to your nonprofit than others. • Find more value and insight by drilling down to ‘Goal Completion Locations’, ‘Source/Medium’ and/or using this dimension in your other reports.
  22. 22. 22 #3 cont. Ecommerce Overview Report How to analyze • Track donations through the ecommerce report. • See the monthly total donation dollars, % of people who complete a donation, number of donations, and average donation from the website. • Like the goals report, you can find the pages, channel sources, and campaigns that drive donations.
  23. 23. 23 C o m m o n P r o b l e m s C a u s i n g D i r t y D a t a I s s u e s i n y o u r G o o g l e A n a l y t i c s A c c o u n t
  24. 24. 24 Common Problems Subdomains Code Customization The Problem: • Sites with subdomains have a huge amount of self-referral or subdomain referral traffic In the Audit: • 49% of the sites with subdomains were getting this wrong.
  25. 25. 25 What Causes this Problem? • Sites with subdomains require customized tracking code How does it affect my tracking? • Self-Referral Visits • Sub-domain Referral Visits • Dropped visit source • Artificial visit inflation • Attribution problems Common Problems Subdomains
  26. 26. 26 1. Our main domain 3. Mobile Subdomain 4. Subdomain 1 5. Subdomain 2 6. Subdomain 3 10. Subdomain 4 64% of this site’s referral traffic shouldn’t be there. Common Problems Subdomains
  27. 27. 27 How to Avoid it: • Toggle the switch in GA and overwrite your code • Google Universal Analytics • Google Tag Manager Common Problems Subdomains
  28. 28. 28 Common Problems Hybrid Tracking Different Tracking Codes / Multiple Tracking Codes The Problem: • Sites have different tracking codes on different pages • Sites have multiple tracking codes on the page In the Audit: • 12% of the sites had this problem.
  29. 29. 29 Different Tracking Codes Across the Site What Causes this Problem? • Different versions of the tracking code cause conflicts with one another • They confuse the cookies, and cause new visits How does it affect my tracking? • Self-Referral Visits • Sub-domain Referral Visits • Dropped visit source • Artificial visit inflation • Attribution problems Common Problems Hybrid Tracking
  30. 30. 30 Multiple tracking codes on the same page What Causes this Problem? • 2 copies of the same exact tracking code are implemented in different places on the page. How does it affect my tracking? • Multiplication of Pageviews • Skewing of Pageview related metrics Common Problems Hybrid Tracking
  31. 31. 31 Multiple different tracking codes on the same page What Causes this Problem? • 2 different customizations of the tracking code for the same tracking account are implemented on the same page. How does it affect my tracking? Common Problems Hybrid Tracking
  32. 32. 32 Multiple different tracking codes on the same page Common Problems Hybrid Tracking
  33. 33. 33 Multiple different tracking codes on the same page Common Problems Hybrid Tracking
  34. 34. 34 Fixing Hybrid Tracking Problems How to Avoid it: • Don’t do that. • Just one copy of the tracking code on each page • Consistent tracking code across the site Common Problems Hybrid Tracking
  35. 35. 35 Fixing Hybrid Tracking Problems How to Avoid it: • Don’t do that. • Just one copy of the tracking code on each page • Consistent tracking code across the site • Google Tag Manager • Common Problems Hybrid Tracking
  36. 36. 36 Common Problems Campaigns Untracked Campaigns and Campaign Attribution The Problem: • When campaigns aren’t attributed correctly, they get grouped with other traffic types In the Audit: • Over 30% of sites had neglected to properly track a significant traffic source
  37. 37. 37 Untracked Campaigns and Campaign Attribution How does it affect my tracking? • Attribution problems • Skewed metrics for other traffic types • Lack of insight into true performance of your campaign and non-campaign traffic. What Causes this Problem? Common Problems Campaigns
  38. 38. 38 Untracked Campaigns and Campaign Attribution By default Google Analytics only tracks the following traffic sources: • Organic • Direct • Referral All other traffic gets miscategorized by GA into one of these groups. Common Problems Campaigns
  39. 39. 39 Untracked Campaigns and Campaign Attribution All other traffic types need to have campaign tracking appends on their URLs to be properly segmented. Including, but not limited to: • Paid Search • Email Marketing • Internal Emails • Paid Social Campaigns • Organic Social Postings • Display Advertising • Remarketing • Mobile App Ads • Etc… Common Problems Campaigns
  40. 40. 40 Untracked Campaigns and Campaign Attribution Exception: • Google AdWords has an Auto-Tagging feature that will handle this for you dynamically. • Bing Ads FINALLY has an Auto-Tagging feature as well. • Those are the only ones. If you are running campaigns from any of those channels, and you aren’t appending the URLs with campaign tracking parameters, all of your metrics for the default traffic sources are inaccurate. Best-Practice: • If you paid for it: Tag it. • If you didn’t pay for it: Ignore it Common Problems Campaigns
  41. 41. 41 How to Avoid it: • For AdWords, turn on Auto-Tagging. • Append all of your other campaign URLs using Google’s URL Builder Tool. • builder/?utm_medium=conference%20presentation&utm_source=bvu%20fathom&utm _campaign=important%20analytics%20for%20nonprofits This Bing Paid Search Ad URL: Should be: medium=cpc&utm_campaign=branded Common Problems Campaigns
  42. 42. 42 Offline Campaign Tracking Common Problems Campaigns Offline Campaign Tracking Use a redirect to avoid URLs with a long tracking parameter at the end Send to: Redirect to: conference/?utm_medium=conference&utm_sour ce=booth%20flyer&utm_campaign=bvu%202016 Instead of a direct visit, you get a visit from: Medium: conference Source: booth flyer Campaign: bvu 2016 You can use this method for tradeshows, radio, TV, magazines, newspapers, etc.
  43. 43. 43 Q & A