Google Analytics 101 Charity Training Webinar Slides
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Transcript of Google Analytics 101 Charity Training Webinar Slides
Google Analytics 101
Kathryn Snetsinger from Turn
TODAY’S PRESENTER
WEBINAR REMINDERS
• You can hear us, but we can’t hear
you
• Have questions? Type questions in
the Questions Log
• Turn up your computer’s volume
• For the best webinar experience,
close all other applications
• Webinar slides will be shared
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WHAT IS CANADAHELPS?
• A public charitable foundation and registered charity
• Through CanadaHelps.org, anyone can donate to any
registered Canadian charity online
• We have facilitated over $400 million in charitable
donations online since our launch in 2000
• 14,500 charities use us to collect donations and fundraise
online
• Over 850,000 Canadians have donated through
CanadaHelps
• For donors, CanadaHelps is a one-stop-shop for giving. For
charities, CanadaHelps is an online fundraising solution
that is affordable, easy and secure
WELCOME TO GIVING MADE SIMPLE!
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GOOGLE ANALYTICS 101
My Charity Connects Host: Kathryn Snetsinger
Wednesday, April 30
Agenda
• Understanding Web Analytics
• Getting Started
• The Interface
• Goals & Tracking
• Useful Links
• Questions
What Is “Analytics”
• The ability to collect, organize, leverage data
• Generate fact-based insights
• Performance optimization
What Is Google Analytics
• Free digital data for web-based content
• Over 75% market share worldwide
Data-Based Learning
• Understand what is working & fix what isn’t
• Website traffic patterns
• Develop value-based audience segments
• Opportunities to increase donor activity
GETTING STARTED WITH
GOOGLE ANALYTICS
3-Step Set Up
1. Sign Up For An Account • Check out Google For Nonprofits
2. Set Account Properties • Create a profile for your domain name
• Turn on tracking options
3. Get The Tracking Code • Under Admin > Tracking Info/Tracking Code
• Paste the code into header file for each page (just before the
closing </head> tag)
• Wait 24 hours and verify your code
THE INTERFACE
Basic Navigation Account Controls
1. Account Home
2. Admin Settings
3. Account/Property
Report Navigation
4. All Reports
Data Inclusion Controls
5. Add Segments
6. Metric Group selector
7. Date selector
8. Primary dimension
9. Secondary dimension
10. Table filter
Graph & Visualization
Controls
11. Metric selector
12. Time graph
13. Graph selector
Report Sharing &
Customization
14. Report customizations
15. Save & share
16. Annotations
Help Resources
17. User settings
18. In-Product Help
https://support.google.com/analytics/answer/2604608?hl=en&ref_topic=3544906
Key Terms
• Goal: an action to measure which defines success such as newsletter sign up or donation
• Conversion: a completed goal
• Goal Conversion Rate: the percentage of visits which complete a goal
• Traffic: the total number of visits to your site
• Direct: users who access your site by typing in the URL or using a bookmark
• Organic: users who access your site through unpaid search engine results
• Paid: users who access your site through a paid advertisement (search, display)
• Referral: users who access your site through a link on another website
• Impression: each time a link is displayed on the web
• Click: an instance when a user follows a web link to your site
• Visits: the amount of times your website is accessed
• Visitor: the user who accesses your website
• Unique Visitor: non-duplicate visitors to a site over a specific time period
• Source: where referring traffic is coming from
• Medium: the type of campaign traffic
Data Sets
• Real-Time: follow along with by-the-second reporting
• Audience: understand who is visiting your site
• Acquisition: analyze where the traffic is coming from; measure
campaigns, keywords & more
• Conversions: track actions and success metrics from engagement to
completion
What Should I Be Tracking?
• Content
• Time on page
• Bounce rate
• Marketing Campaigns
• Volume
• Click through rate
• Conversion rate
• SEO Progress (Search Engine Optimization as it relates
organic search results ranking)
• High volume keywords
• High bounce keywords
• Goals
SETTING STRATEGIC GOALS
TO MEASURE SUCCESS
Strategic Goals
• Set goals to bridge the gap between traffic and success
• Action-based metrics: Volunteer sign up, newsletter sign
up, donations
• Engagement metrics: video views, find a donation location
• Example: Charity Event Sign Up
• How many users signed up on my website?
• Where did they come from? Email, Newsletter, Facebook?
How To Set Goals
1. Go To Admin tab
2. Select Goals from right
column
3. Select Create a goal (or
new goal)
4. Give your goal a
meaningful name
5. Paste the thank you
URL into the destination
field and click Create
Goal
Analyze the Data
• Review Goal completions over a period of time
• You can review one specific goal or all goals
Analyze the Data
• Review Goal completions over a period of time…by traffic
source
Campaign Tagging
• utm_source= referrals, search engines, and direct
• utm_medium= email, social, display, CPC
• utm_campaign= label, date, purpose
ex. Canadahelps.org/?utm_source=facebook&utm_medium=social&utm_campaign=typhoon-haiyan
Canadahelps.org/?utm_source=direct&utm_medium=email&utm_campaign=typhoon-haiyan
Getting It Right
• Be consistent (eMail, E-Mail, e-mail are all different)
• Document & share
• Use the Google URL Builder: https://support.google.com/analytics/answer/1033867?hl=en-GB
Test
Recap
• Get set up
• Create goals
• Be aware of bounce rates
• Use campaign tagging consistently
• Test, test, test
Useful Links
• Google Analytics: http://www.google.ca/analytics/
• GA Help Center: https://support.google.com/analytics/?hl=en#topic=3544906
• Google For Nonprofits: http://www.google.com/nonprofits/
• Google For Nonprofits - Video Tutorials :
http://www.google.com/nonprofits/learning/video-tutorials.html
• How To Install Google Analytics On Your Website: http://www.rcip-
chin.gc.ca/sgc-cms/nouvelles-news/anglais-english/?p=7177
• 10 things To Check In Your Google Analytics (from LunaMetrics):
http://www.lunametrics.com/blog/2012/01/05/10-things-to-check-in-your-
google-analytics
• Google URL Builder:
https://support.google.com/analytics/answer/1033867?hl=en-GB
QUESTIONS? Don’t be shy
MyCharityConnects.org
Educational and training opportunities
through MyCharityConnects
www.mycharityconnects.org
UPCOMING WEBINARS
www.mycharityconnects.org/webinars
The Evolution of Planned Giving
by guest speaker DeWayne Osborn
Date: Wednesday, May 14, 2014
Time: 2:00-3:00PM Eastern Time
Taking Donor Stewardship Online
by guest speaker Holly Wagg
Date: Wednesday, May 28, 2014
Time: 2:00-3:00PM Eastern Time
STAY IN TOUCH
youtube.com/canadahelps
@canadahelps
facebook.com/canadahelps
1-877-755-1595