This document provides an overview of how nonprofits can use Google Analytics to understand visitors to their website. It discusses tracking where visitors are located, how they arrived at the site, why they visited, where they go on the site, what devices they use, and whether they are achieving the organization's goals. The document recommends nonprofits define metrics and targets to evaluate performance and determine how to improve engagement and traffic.

1. Chris Middings
Founder & President, NPG
cmiddings@gmail.com
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For Nonprofits

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
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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?
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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
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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
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6. How did they get to your site?
 Look at traffic sources
 Focus on those that drive quality traffic
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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
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8. Why did they come?
 What search terms did they use?
 What links did they follow?
 What did they search for once they arrived?
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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
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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
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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
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12. How frequently do they come?
 Weekly to read updates?
 Once a year to sign up for an event or donate?
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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
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14. What are they using to get
there?
 Desktop?
 Mobile?
 Tablet?
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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
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16. Are they doing what you want
them to do?
 What Are Your Website’s Goals?
 Ecommerce
 Sign Up
 Download
 Donation
 Education
 Recruit Volunteers
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17. Are they doing what you want
them to do?
 Every nonprofit needs to define a measurement plan
to better understand their performance
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source: cutroni.com

18. Are they doing what you want
them to do?
source: cutroni.com
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 Defining targets for each of your KPIs/Segments provides
context to the performance of your business

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
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source: cutroni.com

20. Lots More Data:
Conversion Paths
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21. Lots More Data:
Multi-Channel Funnels
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22. Chris Middings
Founder & President, NPG
cmiddings@gmail.com
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For Nonprofits