This document provides guidance on how to complete a digital audit using free tools like Google Analytics. It discusses key aspects of Google Analytics like audience, acquisition, and behavior metrics. It also explains how analytics can be used to measure performance and seek funding or investment by demonstrating growth, as was the case for a project that saw a large rise in website visitors from 2017 to 2018, which helped in obtaining a grant. The document concludes by offering some best practices like measuring engagement regularly, integrating analytics across platforms, focusing on needed metrics, and includes links to Google resources for setting up accounts and free training.

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