This document provides an overview of web analytics for nonprofits. It introduces the ABO framework for analyzing acquisition, behavior, and outcomes data. Key metrics for each category are defined, including pageviews, bounce rate, time on site, and conversion rate. The importance of analyzing trends over time and relating data back to organizational goals and objectives is emphasized. The document aims to explain how nonprofits can use web analytics to understand and optimize their digital efforts.

1. Analytics for
Nonprofits
Connecting Your Website to
Your Mission and Goals

2. Follow the Trends

3. The Mandatory Dictionary
Definition:
Web Analytics is the measurement,
collection analysis and reporting of
internet data for the purpose of
understanding and optimizing web
usage.
Got it?

4. ABO Framework
Acquisiton
“What are we
doing to attract
traffic?”
Behavior
“What happens
when people land
on the site?”
Outcomes
“What was the
impact on our
mission and goals?”
COUNTPAGEVIEWS
KEEP
CALM

5. Acquisition Terms & Metrics
Term/Metric Definition
Pageview Display of a complete webpage
Visit Series of pageview from one visitor
within 30-minutes
Source/Medium Where the visitor came to your site from
- Organic Found you on a search engine
- Direct Typed your URL in the browser
- Referral Clicked over from a link on another site
Segment Any group of users who share some
characteristic (eg ‘Mobile Users’)
CPA Cost per Acquisition

6. Why Acquisition Matters
 Explains WHY people are coming to your
site
 Can help you measure your efforts to
grow your traffic
 Demonstrates WHICH PEOPLE are coming
to your site
 Shows WHAT IS YOUR STRONGEST
CONTENT

7. Behavior Terms & Metrics
Term/Metric Definition
Bounce Rate The % of visitors who viewed only one
page and didn’t interact further.
“I came. I puked. I left.”
Time on Site /
Length of Visit
The amount of time a visitor spent
during one visit on the site
Page Depth /
Depth of Visit
The number of pages that make up a
single visit
Exit Pages The last page in a visit
Loyalty # of times a visitor visits the website
Recency How long has it been since the last visit?

8. Why Behavior Matters
 Are people SEEING WHAT THEY ARE
EXPECTING when they come to you?
 How do people ACTUALLY USE your site?
 Are you building a RELATIONSHIP with
users?
 Can you LEVERAGE YOUR TRAFFIC better?

9. More on Bounce Rates
Benchmarks
 40-60% Content websites
 70-98% Blogs
 70-90% Landing pages
Insight
 A positive experience can STILL be a
bounce, eg articles, contact us pages

11. Outcomes Terms & Metrics
Term/Metric Definition
Goals A webpage or event that you define as
connected to a business objective
Conversions The number of times or the rate of goal
achievement
Funnel The collection of steps/pages from
entry page to goal completion
Abandonment
Rate
The rate at which people leave a
funnel before goal completion
Goal Value A $ value you define for a goal
conversion

13. A Funnel
on Google
Analytics

14. Be Trendy!
It’s not about the
numbers, it’s about the trends!
 Changes in key metrics will show over
time
 You can’t control the news
 Look to rates (conversions, bounces) not
averages and totals

15. What’s the Point of Analytics?
“When you two have finished arguing your opinions,
I actually have data.”

16. Isaac Shalev
isaac@sage70.com
(917) 859-0151
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