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- 1. GoogleGoogleGoogleGoogle Analytics: It’sAnalytics: It’sAnalytics: It’sAnalytics: It’s Like Baking aLike Baking aLike Baking aLike Baking a CakeCakeCakeCake –––– Mind theMind theMind theMind the Measurements,Measurements,Measurements,Measurements, and You’ll Loveand You’ll Loveand You’ll Loveand You’ll Love the Outcome!the Outcome!the Outcome!the Outcome! The “Google Analytics: It’s Like Baking A Cake – Mind the Measurements, and You’ll Love the Outcome!” presentation was presented at The Nonprofit Center on June 17th, 2014, by Ann-Marie Harrington, President of Embolden. This PDF file is intended to be used for reference for the attendees at the session. We would prefer if you did not disseminate this PDF without our permission. Please keep in mind that this information may become outdated. Technology and online communication strategies change and develop over time. For more information, please contact info@embolden.com.
- 2. Embolden is a full-service, digital communications firm with deep knowledge of the nonprofit sector. We partner with you to: CREATE • IMPLEMENT • TRACK
- 3. Thank you!
- 7. Slide 6 SC47 Readability. Sheryl Carter, 3/3/2014
- 8. Inspiration
- 9. Websites built for today.Websites built for today.Websites built for today.Websites built for today.
- 10. Google Analytics
- 11. Your Nonprofit
- 12. • The usual content • Online giving • Board portal • Event registration Let’s start with your website. • Legislative action • Stories • Blogs • And more! Your Nonprofit
- 13. • Email • Donors • Legislators What about email? • Media • Event attendees • Initiative specific audiences Your Nonprofit
- 14. • Facebook • Youtube • Twitter • LinkedIn …and social channels? • Pinterest • Instagram • Vine Your Nonprofit
- 15. • Annual Event • Events • Legislative hearings The list goes on… • Children’s Indicator Initiative • Oh yea…and you now have new strategy with new goals and objectives Your Nonprofit
- 16. Your Nonprofit
- 17. Yet, can you answer the question?Yet, can you answer the question?Yet, can you answer the question?Yet, can you answer the question? Is this working?Is this working?Is this working?Is this working? Your Nonprofit
- 18. What is Google Analytics?What is Google Analytics?What is Google Analytics?What is Google Analytics?
- 20. A FREE from Google that tracks detailed metrics: • WHO is visitingWHO is visitingWHO is visitingWHO is visiting your websiteyour websiteyour websiteyour website? • HOWHOWHOWHOW did they find you?did they find you?did they find you?did they find you? • WHAT are they doing?WHAT are they doing?WHAT are they doing?WHAT are they doing?
- 21. Google Analytics • 100+ reports • Custom reports • Advanced segments
- 23. Google Analytics It is one of the best methods for tracking and analyzing your online communications strategy over time.
- 24. Types of usersTypes of usersTypes of usersTypes of users
- 25. Curious I Wonder how many hits my website is getting?”
- 26. Reporter My Executive Director wants to know how the website is doing.”
- 27. Strategic How can we make our website better?”
- 28. What good is data without good strategy?
- 30. What does your nonprofit hope to accomplish? 6 months 1 year 3 years
- 31. MAKE THEM MEASURABLE GOALS CC License by @heylovedc
- 32. These are your goals! How will you define success? • 150 donations via website in 2014 • Lower bounce rate to 35% • Decrease the # phone calls by 50% • Increase membership logins to site by 40% • Increase budget by 20% over next 3 years
- 33. Measurable + Meaningful • Measureable: Increase time on site by 20% within 2 months. • Measurable: Increase shares on Facebook by 15% in 3 months. • Meaningful? What is having engaging content helping you achieve? Is it helping your audiences take action? Example: “We want to make the site more engaging.”
- 34. Measurable + Meaningful • Google Analytics • Facebook Insights • Twitter retweets • Press mentions • Average # of prospects • Online donations/month Benchmark your metrics: • Average donation size • Event attendance • % of qualified volunteer applications submitted
- 37. Give audiences an action.Give audiences an action.
- 38. Doing = Action Action = Outcome
- 39. We moved beyond guessing to actuallyWe moved beyond guessing to actuallyWe moved beyond guessing to actuallyWe moved beyond guessing to actually tracking resutracking resutracking resutracking resullllts over time.”ts over time.”ts over time.”ts over time.” –COMMUNITY FOUNDATION SANTA CRUZ COUNTY
- 40. Why use GA?Why use GA?Why use GA?Why use GA?
- 41. Measure results over time.
- 42. Show how users interact with your website and other channels
- 44. Before
- 45. After
- 46. Before
- 47. After
- 48. Before
- 49. After
- 50. Make informed siteMake informed siteMake informed siteMake informed site &&&& content improvementscontent improvementscontent improvementscontent improvements ((((innovation, usability, content & design).innovation, usability, content & design).innovation, usability, content & design).innovation, usability, content & design).
- 51. Top Pages
- 52. 62% BOUNCE RATE
- 53. 28% BOUNCE RATE
- 54. What’s working and not working?What’s working and not working?What’s working and not working?What’s working and not working?
- 56. February, 2014
- 59. Traffic Engagement • EEEE----newsletters/emailnewsletters/emailnewsletters/emailnewsletters/email • FacebookFacebookFacebookFacebook • LinkedInLinkedInLinkedInLinkedIn • TwitterTwitterTwitterTwitter • PinterestPinterestPinterestPinterest • BlogsBlogsBlogsBlogs • SEOSEOSEOSEO • SEMSEMSEMSEM • DesignDesignDesignDesign • Content strategyContent strategyContent strategyContent strategy • UsabilityUsabilityUsabilityUsability • LayoutLayoutLayoutLayout • ArchitectureArchitectureArchitectureArchitecture • CrossCrossCrossCross----sellingsellingsellingselling • Photos/videosPhotos/videosPhotos/videosPhotos/videos • Story tellingStory tellingStory tellingStory telling
- 60. •Location
- 62. • WHO is visitingWHO is visitingWHO is visitingWHO is visiting your websiteyour websiteyour websiteyour website? • HOWHOWHOWHOW did they find you?did they find you?did they find you?did they find you? • WHAT are they doing?WHAT are they doing?WHAT are they doing?WHAT are they doing?
- 64. These are your goals! How will you define success? • 150 donations via website in 2014 • Lower bounce rate to 35% • Decrease the # phone calls by 50% • Increase membership logins to site by 40% • Increase budget by 20% over next 3 years
- 65. Doing = Action Action = Outcome
- 66. • 150 donations via website in 2014 • Lower bounce rate to 35% • Decrease the # phone calls by 50% • Increase membership logins to site by 40% • Increase budget by 20% over next 3 years
- 67. Doing = Action Action = Outcome
- 70. Insert CA slideInsert CA slideInsert CA slideInsert CA slide
- 75. TIP! Annotate
- 76. TIP! Annotate
- 78. Maybe your next site will be responsive?
- 91. Evaluate and track your ROI* • donating • commenting/rating • downloading a PDF • viewing a video • signing up for enews *based on your definition of success
- 101. Segments
- 104. TIP! export
- 105. Universal AnalyticsUniversal AnalyticsUniversal AnalyticsUniversal Analytics
- 107. If you only have 1 hour per month
- 108. Set some time aside (10–20 hours). Create your account & dashboards. Get to know the system.
- 109. Total visits Referral sources Top content Bounce rate Pages per visit Time on site
- 112. Thank You!Thank You!Thank You!Thank You! AnnAnnAnnAnn----Marie HarringtonMarie HarringtonMarie HarringtonMarie Harrington (877) 723(877) 723(877) 723(877) 723----7720772077207720 amharrington@embolden.comamharrington@embolden.comamharrington@embolden.comamharrington@embolden.com