Web analytics can help non-profits understand how visitors interact with their websites and improve content and design. The presentation outlines the speaker's journey learning web analytics and recommends setting goals, identifying key metrics like visits and newsletter signups, and tools like Google Analytics to track performance. Attendees are encouraged to join the Web Analytics Association and participate in online communities to continue learning analytics.

11. Metrics and your site: Example

12. Metrics and your site: Conversions

13. Metrics and your site: Reports Track trends : Set up an Excel spreadsheet, start tracking your key metrics month over month or week over week/month over month for shorter campaigns. Google Analytics/Excel plugins to use: Tatvic, Excellent Analytics, Greasemonkey (for social media metrics)

18. Thanks! [email_address] @kdc