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Show Me the NumbersBasic Metrics to Grow Your ProjectApril 10, 2013
Susan MernitKnight Circuit Rider, Oakland Local Editor/Publisher
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Type questions here
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What we’re discussing
• How can I look at core metrics and use them to grow what I do?
• What are the basic tools and tips to work with?• How do I make decisions based on metrics data?• What are best practices to follow working with
metrics in an ongoing way?• What are some good time management practices
around metrics reporting?
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Getting started with metrics• Web analytics is the
measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
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Metrics are CORE for any small site operator
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Core measurement tools
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Google Analytics
Facebook & Facebook Insights
Twitter & Tweetreach
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•Google Analytics dashboard measures site data including•Traffic•Audience•Content•Geography
•Google Analytics dashboard measures site data including•Traffic•Audience•Content•Geography
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Essential GA metrics to evaluate
– Time spent– Pages viewed– Returning vs. new visitors– Referral source– Location– Unique visitors– Page views– Platforms
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But it’s a matrix: Metrics are most meaningful in relationship to one another
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Watching the GA connections to drive site growth
• Google Analytics factors:– Referral traffic: Where are the most engaged users
coming from? (referral traffic/time spent metrics)– Content behaviors: What is average time spent per
story? How do content stats per story (NOT averages) relate?
– Content: What keywords drive traffic for my site?– What are top entrance pages (correlate with search
engine traffic)
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Decisions based on Google Analytics
• Type of content (topics, trending issues, cost)• Geographic focus (review of location &
mission)• Social media marketing outreach: Focus on
top social media referral sources based on– Top referrers– Best time spent metrics from specific referrers– Campaign reviews (newsletters)
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Location: Checking geographic focus
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The Location tab (under Audience Demographics)shows where your audience is from—essential for sales/funders
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Understanding Mobile
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Under Audience, Google Analytics will tell you what percentage of your audience is via mobile—and which platforms
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GA: Checking content & interest vs. referrals
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IMPACT: Improve understandingof top content and referralsources
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Other core metrics tools
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Measures Facebook page data
Measures tweet impact
Facebook Insights
Facebook Insights
Likes
Comments
Followers
Retweets
Tweet reach
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Facebook Insights--Admins can access
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Insights is the equivalentOf Google Analytics forBusiness—not personal-Facebook pages—need 30+ followersData is exportable—correlate with Google Analytics in your analyses
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Use the FB demographics data!
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Who’s talking shows demographics—key for advertisers—and fortargeting content
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Facebook provides INSTANT feedback
Content & Audience• What’s popular (views)• What’s being referred (viral)• Who is your audience
(followers & demographics)
Ads & social marketing• Tracking response on social
marketing/promotion posts• Tracking likes & reposts
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Apply Facebook data to recruit new advertisers, fine tune your content, define audiences, drive traffic to website
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Tweetreach is a critical Twitter metrics tool
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• Shows most retweeted
• Shows top retweeters
• Shows top tweets and how far each reach
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Oakland Local: Tweetreach
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How many people are you reaching via Twitter—and who are they? Tweetreachgives you data
How many people are you reaching via Twitter—and who are they? Tweetreachgives you data
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Tweetreach reportFirst screen
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Tweetreach data dive—who’sContributing to your stream?
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Workflow and process best practices
Sou
rce: http
://foba
ng
o.com
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Create a reporting dashboard to track stats over time- Excel
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Spreadsheet tracking key metrics month by month, quarter by quarter.
Build or download a template to collect data
Check data weeklyAll rights reserved. Houseoflocal.org
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Your dashboard should track
• Google Analytics• Unique visitors• First time vs. repeat visitors• Time on site• Pages per visit• Bounce rate• Top 10 Content (by page views or by unique visitors)• Number of comments (conversion goal)• Number of member blog posts (conversion goal)• New members (conversion goal)• Top referring sources
Let’s discuss: how does this work as a weekly/daily report?
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Your dashboard should track
• Facebook Insights• Followers• Demographics• Location
• Likes/virality• Tweetreach
• Top Tweets• Top Tweeters• Most retweeted
Let’s discuss: how does this work as a weekly/daily report?
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Want to learn more?Videos on the Official
Google Analytics YouTube Channel
are a quality resource.
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Putting knowledgeto work
Source: http://blog.podio.com
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Things to Ask & Try
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When do you check stats?
• Daily or weekly– 30 minutes or less– Look at basic weekly
stats• Top content• Top referrers• Time
spent/bounce metrics
• Monthly– 90 minutes– Review all stat sources– Build a monthly report– Compare 6 month trend
data• Google Analytics• Facebook Insights• Tweetreach
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Putting info to work--Start with basic analysis
Planning• What is your site’s greatest strength according to
Google Analytics?• Example: High number of returning visits, high time
spent on pages metrics• Use stats to portray your strengths-Create a 1 pager
• What is a problem you see in your site that Google Analytics shows you?– Example: High bounce rate, poor referrals from
social media despite putting investment there– Use stats to portray--Create a 1 pager
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Workflow: Monthly reporting?
• What does a monthly report about your site look like?– Construct a monthly report across all data sources
highlighting metrics you consider meaningful/important
– Make some inferences/assertions and test them
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Followup
• Should we have a peer learning circle? More trainings? YOU TELL US– If yes, contact [email protected]– More on metrics (including the basics):
http://slideshare.com/susanmernit– More individual and group training possible—
contact [email protected]
–See this presentation and download at http://slideshare.com/susanmernit
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