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Google Analytics to Unlock your Nonprofit Website's Story

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Your website tells a powerful story about your nonprofit’s supporters and donors. Google Analytics (a part of your Google Suite for Nonprofits) is key to unlocking that story and driving action, but you need to ask the right questions.

In this webinar, David Bird of Bird's Eye Marketing (https://birdseyemarketing.com/) teaches the following:
- How to install and set up Google Analytics
- How to generate and read reports and dashboards
- How to evaluate where your visitors are coming from
- How to compare your most valuable website pages with your most popular pages

Published in: Government & Nonprofit
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Google Analytics to Unlock your Nonprofit Website's Story

  1. 1. David Bird Birdseymarketing.com .. With Google Analytics
  2. 2.  Where did website visitors come from? ◦ SEO, Advertising, Social Media, etc.  What did website visitors do? ◦ The pages users view ◦ The buttons users click  Are people doing what you want them to do? ◦ Make a donation ◦ Become a volunteer ◦ Sign up for email list ◦ Engaging with your website
  3. 3.  Reading Reports  Goals  Events  Campaign Tracking
  4. 4.  Small Company  $300K marketing budget  Ugly, difficult website  No leads
  5. 5.  Do you have Google Analytics on your website? ◦ Yes ◦ No ◦ I don’t know
  6. 6. 1. Go to: www.google.com/analytics 2. Complete registration form 3. You are provided a “Tracking ID” Screen
  7. 7. Techies Non Techies Easier Way….. Courtesy of SiteScribe
  8. 8.  It’s installed – But you are not done yet!
  9. 9.  AdWords Linking  Audiences  Canadian Search Engines  Content Groups  Currencies  Ecommerce  Filter in/out users  Events  Goals  Site Search tracking  Search Console Linking  Views  …….Lots More……..
  10. 10.  AdWords Linking  Audiences  Content Groups  Events  Filter in/out users  Goals  Search Console Linking  Site Search tracking  Views  Check the settings you have in your Google Analytics
  11. 11.  AdWords Linking  Audiences  Canadian Search Engines  Content Groups  Currencies  Ecommerce  Filter in/out users  Events  Goals  Site Search tracking  Search Console Linking  Views  …….Lots More……..
  12. 12.  Most valuable website traffic sources  Most valuable pages
  13. 13. There are many things you want people to do….. Images are thanks to: Visit Love Boice (Comment), Yankee-shelties (Contact), Globaicy (Read our blog), Marketing Digit Pro (social like),
  14. 14.  “Tell” Google Analytics …… These are your goals
  15. 15.  Most valuable: ◦ Pages ◦ Traffic sources It organizes your data around the goals
  16. 16.  Acquisition  Behaviour  Conversions
  17. 17. How people find your website
  18. 18. The Impact of Goals
  19. 19. $2,500 / month
  20. 20. $2,500 / month
  21. 21. Without Goal With Goal
  22. 22.  Assume lots of traffic means a lot of goal achievements
  23. 23. The impact of data with goals
  24. 24.  Ranks the pages by contribution to achieving that goal ◦ Page with $0.35 is worth more than one with $0.15  Differentiates between popular and valuable
  25. 25.  Copy of presentation  PDF of instructions  Demo Video  Extras
  26. 26. 1. Admin (lower left side menu)
  27. 27. 1. Admin (lower left side menu) 2. View
  28. 28. 1. Admin (lower left side menu) 2. Views 3. Goals
  29. 29. 1. Admin (lower left side menu) 2. Views 3. Goals a) +New Goal
  30. 30.  Duration / time on site  Pages / session  Destination ◦ Specific Page on your website Thank you Order confirmation  Event ◦ Click on a Button, video, download, link, etc. ◦ where web page does not change
  31. 31. 1. Admin > Views > Goals 2. Click “Custom” (near the bottom) 3. Name the goal 4. Select goal type you need: ◦ Destination = specific page on your website (thank you, order confirmation) ◦ Pages / Session = viewed a specific number of pages ◦ Duration = spent a specific amount of time on your site 5. Follow the steps for the selected goal type 6. Insert a goal value 7. Save
  32. 32. Buttons, videos, downloads and more where the page does not change
  33. 33.  Code on all pages  Counts the pages that are looked at. ◦ Provides statistics.
  34. 34.  Tracks the pageviews on your website ◦ Works when the page changes
  35. 35. Events must be “tagged” for Google Analytics to track them.
  36. 36.  Intallation  Value of Goals in Google Analytics  Setting Up Goals  …. Now it’s over to you….
  37. 37.  Take time to get used to Google Analytics  Try what you learned  Don’t be afraid to make mistakes
  38. 38.  By Monday 8:00 p.m.  Make 3 Goals: 1. Destination 2. Duration, 3. Pages / session  Put a $1 value on each  David Bird  david@birdseyemarketing.com  613-875-4987

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