google analytics for nonprofits
TRANSCRIPT
Google Analytics for Nonprofits
For Audio 866.740.1260 Access Code 9577700
Road Map
• Setting the Context
• Metric Basics
• Nonprofit Goodies
• Tips & Tricks
• Q&A
NPower Northwest
• Vision – A thriving community with high performing
nonprofits.
• Mission– To strengthen the nonprofit sector by catalyzing
innovation and driving adoption of technology solutions.
Introductions
PresenterAsh ShepherdProject StrategistNPower Northwest
ModeratorStephen EggersHandsOn Tech AmeriCorp VISTA Serving at NPower Northwest
Poll
• Primary Challenge with Google Analytics
Setting The Context
It’s About People
Not About the Numbers
Got Questions
Metrics are the answer, not the question
Do you know what your questions are?
Strategic Cycle
Goals
Strategy
Tactics
Implement
Metrics
Process Is Scalable
Goals
Strategy
Tactics
Implement
Metrics
Goals
Strategy
Tactics
Implement
Metrics
1 Goal
20 Goals
Poll
Rate your level of use of a strategic cycle
Metric Basics
Orientation
Orientation
Date RangeDefaults to 1 month but can be adjusted
Orientation
ChartDefaults to visitors by the day. Lots of options to change metrics, compare metrics, change increment
Orientation
New vs. Returning ChartPercentage of new vs. returning visitors, relative to the date range you have set.
Orientation
Metrics BasicsBase set of metrics, relative to the date range you have set.
Visits
Total # Of Visits To The Site
= 5 Visits
Unique Visitors
Are They A New Visitor To The Site
*Only new visits counted
YESNO
New vs. Returning
First Time or Returning Visit
*All visits counted
YESNO
First Time Visit
Return Visit
Pageviews
Total number of pages viewed
= 6 Pageviews
Pages/Visit
Total PageviewsTotal Visits
= Average Pages/Visit
=
Average Visitor
Average Time on Site
Total TimeTotal Visits
= Average Time on Site
=
Average Visitor
Bounce Rate
The number of single-page visits to your site
Questions
Nonprofit Goodies
Date Range
Customize Date Range
• Grant Reporting Periods
• Campaigns
• Board Reports
Graphics
Screengrab Those Graphics
Map Graphic
May Be Serving A Larger Community
Email & Blog Suggestions
Search Terms Suggest Topics of Interest
Possible Topics
Social Media Audit
Planning
Bulk Email Tools
Vertical Response How-Tos
Tips & Tricks
Customize The Dashboard (New Version)
Cut through the noise and see what is most important to you
Annotations
Record outside actions & “Ah Ha” moments for self and teams
Create a new annotation
Annotations
Sent e-Newsletter with new subject line “Call To Action”format
Annotations
Will be seen anytime your note is in date range (Private/Shared)
Annotations
Be sure to use in analysis and feedback into goals
Goals
Strategy
Tactics
Implement
Metrics
Track Document Downloads
Downloads not tracked by default
• Track in new window/tab
• Track in Current window/tab
• Track site wide
*Specific details in handout
Custom Alerts
Let The Technology Work For You
Something out of the norm happens (you define the norm)
you get notified
Custom Alerts
Let The Technology Work For You
Poll
Identify your primary next step
Take Aways
• Metrics answer questions, should know these
• Scale process to be successful
• Make the technology work for you
• Always refine and adjust, ongoing
Thank You
Ash ShepherdProject Strategist
[email protected]: @NPTech_Ash
NPower NorthwestWebsite: www.npowernw.org
Facebook: www.facebook.com/npowernwTwitter: @npowernw