Google Analytics 101

Kathryn Snetsinger from Turn

TODAY’S PRESENTER

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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

communications@canadahelps.org

1-877-755-1595