The document is a guide on using Google Analytics for charities, detailing how to understand website traffic, user behavior, and improve user experience to enhance charitable giving in Canada. It covers key metrics, traffic sources, content performance, and goals for website visitors, along with steps for getting started with Google Analytics. Additionally, it promotes upcoming webinars and resources for charities seeking to leverage technology in fundraising.

1. Know Your Website
An Intro to Google Analytics
June 29, 2011
The 2011 MyCharityConnects
Webinar Series is generously
supported by Direct Energy.

2. Today’s Presenter
Kirstin Beardsley
Marketing & Communications Manager

3. reminders
 You can hear us, but we can’t hear you
 Have questions? Type questions in the Questions Log
 Presentation slides will be available on
www.mycharityconnects.org/pastwebinars
 For the best webinar experience, close all other applications
 Turn up your computer’s volume

4. • “A charity helping charities”
• A public foundation
mission
CanadaHelps engages Canadians in the charitable sector,
providing accessible and affordable online technology to both
donors and charities to promote – and ultimately increase –
charitable giving in Canada.

5. Analytics

6. Why Use Google Analytics?
• Your website is your
most important
communications tool
• Understand how users
interact with your site
• Improve user
experience to get more
from your website

7. • Which campaigns are most effective?
• What are the traffic patterns on my site?
• Where are visitors coming from?
• Which keywords lead to more conversions?
• Why are people leaving my site?
• What content are people most interested in?
How Can Google Analytics Help?

9. Getting Started with
Google Analytics:
• Sign up for FREE
• Add tracking code
to your website
• Link to Adwords
campaigns

10. Google Analytics Tracking Code

11. Adwords for nonprofits
www.google.com/nonprofits

13. WARNING:
Analytics aren’t accurate!

16. Visitors - Who’s going to your website?

17. Visitors
• Visits, Unique Visitors
• Pageviews
• Average time on site, bounce rate
• Demographics: Location, language
• Behaviour: New vs. returning, frequency &
recency
• Technology: browser, network

18. Visitors - Advanced
• Custom variables
– Track visitor behaviour by setting up custom links
on different sites
• Mobile

19. Traffic Sources – Where are they
coming from?

20. Traffic Sources
• 4 types of traffic sources:
– Search (organic & paid)
– Referral  top referring sites, social media sites,
advertisements etc…
– Direct
– Adwords campaigns
• Keywords

21. Content– What content do people like?
What content do they not like?

22. Content
• Pages
• Content drilldown
• Landing pages

23. Content
• Exit Pages
• Site Search – in-site searches
• Events

24. Goals– What do you want people to do
on your site?
Photo credit: http://www.flickr.com/photos/timhughes/

25. Goals
• 3 types of goals
– URL destination goal
– Time on site
– Pages/Visit goal
• Goal funnels – see where
you lose people along the
path towards a goal

26. Intelligence
• Intelligence alerts you to significant variations
in traffic & other patterns
• Default & custom alerts

27. Custom Reports
• Custom Reports let you design reports that
you want to track
• Ex. Goals by location

29. Advanced Segments
• Lets you segment your data to see specific
behaviour
• Example: segment by new visitors, search traffic,
or mobile visitors

31. Start Small
• Track basic measures
• Get used to account
• Start combining metrics & getting fancy

32. The Basics
• Visits
• Unique visitors
• New vs. returning
• Traffic sources
• Keywords
• Top content & top landing pages
• Establish a goal

33. Customize
your
Dashboard

34. Focus on Trends & Context
• Worry less about individual numbers and
more about changes over time
• Understand the context around numbers

36. Mobile Trends
• 5% of traffic from
mobile? BIG DEAL
• Up from 1.5% in one
year!

37. Traffic Trends

38. Traffic Trends

39. Measure What Matters
• Don’t measure everything
• Track basic information (visitors, traffic
sources, content)
• Focus on ACTIONABLE measures

40. Example:
Email Sign-Up
Campaign
• Set up CONVERSION GOAL
• Track conversions by traffic source
• Track bounce rate by landing page

41. Example:
Facebook
Page Launch
• Track visitors from Facebook
• Content patterns, top content
• Bounce rates
• Conversions (e.g. email sign-up)

42. Get Started!

43. QUESTIONS?

44. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

45. Upcoming Webinars
www.mycharityconnects.org/webinars
• July 20 – YouTube’s NonProfit Program & The Fundamentals of Video Storytelling
• August 17 – Orientation for Newly Registered Charities with CanadaHelps
• September 14 – Stay Connected: LinkedIn for Nonprofits
• September 28 – Content Is Good ... Putting it into Context - that's how you win (guest
speaker: Josh Muirhead, Socialmark Media)
• October 12 – #FAIL: Biggest Online Mistakes and How to Avoid Them (guest
speaker: Lee Rose, HR Council for the Nonprofit Sector)
• October 26 – Social Media Strategy for Beginners
• November 9 – Making Twitter Your Best Friend: Twitter Strategies Exposed (guest
speaker: Heather Morrison, Sequentia Environics)
• November 23 – Cutting Edge Charities
• December 7 – Looking Up: Life's Better in the Cloud (guest: Amanda Grainger-Munday,
Framework)

46. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps
www.youtube.com/canadahelps