Using Analytics to Support Content EvangelizationKnowing which marketing channel sent the most...

Using Analytics to Support Content Evangelization

Catholic Media Conference 2018 Green Bay, Wisconsin Billy Atwell, Chief Communications Officer Diocese of Arlington

AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

P A R T O N E

Diocesan Survey

FACEBOOK

Facebook Publishing Tools Tab

PART ONE - AUDIENCE

Facebook Insights Overview

PART ONE - AUDIENCE

Facebook Insights Posts Tab

PART ONE - AUDIENCE

News Feed Targeting/ Audience Restrictions

PART ONE - AUDIENCE

Facebook Insights Videos Tab

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

ANY QUESTIONS?

Who is your audience?

Third Party Paid Advertising

Targeted Devices Audience Breakdown

PART ONE - AUDIENCE ▶ BEHAVIOR

Email Distribution List PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Email Distribution

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Hurricane Relief Efforts PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Grand Total Raised over 2 Months: $125,770

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Tapping potential donations PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

ANY QUESTIONS?

Contact Natalie Plumb, Digital and Social Media Coordinator Catholic Diocese of Arlington [email protected] @NatalieJPlumb

More Social Media Resources: arlingtondiocese.org/CMC

Tracking and Measuring Success with Web Analytics

P A R T T W O

Recommended Resources at www.arlingtondiocese.org/CMC

PART TWO - WEB ANALYTICS

6 ESSENTIAL GOOGLE ANALYTICS REPORTS

REPORTS

GOOGLE CAMPAIGN URL BUILDER

CAMPAIGN URL BUILDER GOOGLE ANALYTICS

ACADEMY

ACADEMY

LINKS AND DOWNLOADABLE

RESOURCES ON GOOGLE ANALYTICS

LINKS + RESOURCES FROM TODAY’S PRESENTATION

SLIDES

Tracking and Measuring Success with Web Analytics 1. Understanding Google Analytics

a. Best Practices

b. Essential Reports

2. Case Study:

How the Diocese of Arlington used Google Analytics

to learn more about site visitor behavior on its

Diocesan website home page

#1 - Exclude employee traffic from your website analytics

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem: Employee visits to your website = artificially inflated website traffic

#1 - Exclude employee traffic from your website analytics


The Solution - Create an I.P. address filter How to: www.arlingtondiocese.org/CMC

#2 - Track visits to a landing page from multiple marketing channels during a campaign


The Problem: Knowing which marketing channel sent the most traffic

to your landing page during a campaign

#2 - Track visits to a landing page from multiple marketing channels during a campaign


The Solution – Google Campaign URLs Creating Google Campaign URLs for each campaign and all of its marketing channels

How to – www.arlingtondiocese.org/CMC

#3 - Track traffic from different sections of your website


The Problem –

Inconsistent URL structures

#3 - Track traffic from different sections of your website


The Solution: • Organize/Restructure your URLs

• Use the Content Drilldown report

How-to: arlingtondiocese.org/CMC

Anatomy of an organized website URL:

#4 - Track how site visitors interact with your site (e.g. where they click, what they download, etc.)


The Solution – Google Tag Manager How-to: arlingtondiocese.org/CMC

Understanding Google Analytics PART TWO - WEB ANALYTICS

Essential Reports

Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Behavior and Acquisition - the two most important report groups in Google Analytics Important Tip: For accurate Acquisition reports, create Google Campaigns URLS on a regular basis

Essential Reports


Acquisition reports include: • Performance of campaigns and marketing channels* (All Traffic reports and Campaign reports) Behavior reports include: • Top landing pages (Landing Page report) • Top pages (All Pages report) • Where site visitors go after your home page (All Pages report – Navigation Summary Tab) • Top performing sections of your website** (Content Drilldown report) • Top downloaded resources and clicked links*** (Events reports)

* Requires Google Campaign URLs ** Requires clean, organized URLs ***Requires Google Tag Manager Setup

Essential Reports


Learn more about these reports: www.arlingtondiocese.org/CMC

CASE STUDY

PART TWO - WEB ANALYTICS

Diocese of Arlington Home Page www.arlingtondiocese.org

CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

1. The Question How do our visitors interact with our

Diocesan home page?

3-STEP PROCESS USED FOR DATA ANALYSIS



2. The Strategy Retrieving reports from Google Analytics that

gave us data on:

Website entrances through home page vs. any other page

Most-clicked elements on the home page

Top pages viewed after the home page




3. The Visualization Built with Microsoft Power BI using the Google

Analytics reports we exported to Excel.


ANY QUESTIONS?

Contact Billy Atwell, Chief Communications Officer Catholic Diocese of Arlington [email protected] @BillyAtwell

Additional Contacts:

Joseph Feeley Web Content Manager

[email protected]

Natalie Plumb Digital and Social Media Coordinator [email protected]

More Resources: arlingtondiocese.org/CMC

mailto:[email protected]

mailto:[email protected]

Using Analytics to Support Content EvangelizationKnowing which marketing channel sent the most...

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