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2/8/17

Google Analytics Webinar

Great Nonprofits
Storytelling platform
More than 250,000 stories from 26,000+ nonprofits

Goals
Track what matters in Google Analytics
Set digital goals
Ask the right questions about our stories

Stories only matter if heard


If a tree falls in a forest and no one is there to hear it, does it make a sound
No; similar principle to stories - if no one reads them, it doesnt have an impact
More reads = more feels
More feels = more impact

Google Analytics
Free and anyone can use it

Basics: Users, Sessions, Pageviews

Basics: Bounces and Exits


Enter, 1 session, 1 pageview - 1 bounce, 1 exit
Enter, 1 session, 2 pageviews, no bounce, 1 exit

If were just measuring total impressions, then it doesnt really make a difference
Need to understand what we do (outputs)

Impact Marketing Funnel


Aware - build audience, create content
Interested - optimize for conversions, tell good stories
Engaged - analyze communications, create campaigns with clear call to action
Committed ($) - analyze donor behaviors, create giving moments

Good Indicators
SMART (specific, measurable, actionable, relevant, time-bound), valid, understandable

What to Measure?
Importance vs. Measurability
Seeking for a high importance and easy to measure
What are users doing?
Similar to owning a supermarket
With Google Analytics, we dont just know that people are shopping, we know
what they are buying, which aisles they are buying from, etc.

What else can Google Analytics Track?


Goals
Newsletter signups
Donations
Sales Funnels
5 minute duration
I want to know if someone spends 5 minutes on the site and where they
came from
Any click on the site
Events
Outbound referrals
Scroll depth
15-second reminder

Ask questions, Q: what are people doing on our site?


This is a bad, broad question
Leaving on weekends, returning during the week
Coming from major cities
Coming from 4 major sources of traffic
Bouncing from our homepage 60-80%
Increasing when we send our emails

5 Good Questions
1. Most popular stories?
a. Define our stories - directory? Title?
b. Identify and track desired behavior
c. Filter titles to target topics
d. Action: more of what works
i. Analyze traffic sources, increase outreach
ii. Create more of that type or topic content
iii. Increase SEO
2. Is our organic traffic growing YoY?
a. Are we growing/flat/declining?
b. Month vs. month last year
c. What percent total?
d. Action
i. Set up Google Search Console and connect to Google Analytics
ii. Explore keywords that are working or declining
iii. Learn more about SEO/Content Marketing (or hire firm)
3. Where is our front door?
a. AKA where are most people landing on our site as their first page?
b. On average, only 4.6% of people land on the homepage of a site f irst
i. 95% of traffic goes to other places on the site as their first handshake
c. Action: fix your real front door
i. Focus on site-wide call-to-actions and strong brand templates that make
all pages look great
4. Which generation likes our stories?
a. AKA are we AARP friendly?
b. Can see age demographics, average session duration, goal conversion rate, goal
completions, etc.
i. Could be effective for knowing what grade level to base content on (write
blogs at a high school level, for example)
c. Action: Find what is working
i. Update your Google Analytics code to track
ii. Create a segment of your desired audience to see what is working to
acquire and engage them
5. Are we reaching decision makers?
a. Can see which educational institutions are accessing your site
b. Can create segments based upon this
i. Behavioral metrics (how long a person from an institution stays on the
site)
c. Decision maker segments, engagement by:
i. School
6. How are our channels working together?
a. Assisted conversions
i. AKA how many channels are contributing to the final goal
7. Where are donors coming from?
8. Which channels swayed them?

Learn and Act

Using Dashboards
Widgets that show you data in a dashboard
Can export/email it to yourself (choose frequency, what day you want it sent, etc.)

Google Sheets and Google Analytics Add-On


Can export data automatically to a spreadsheet

Conclusion
Numbers are people too
How do we talk about numbers internally?
Q&A
Can we have a session without an exit?
No, everyone has to leave the site eventually
How can you tell if Google Analytics is properly installed?
Can you log into the account and actually see data coming in?
Whats the difference between an exit and a bounce?
Bounce is when someone only visits 1 page
What do we do if we have a content-heavy page?
When evaluating success, should you look at sessions or page views?
Behavior > site content > all pages
Quantity vs. quality metrics

My takeaway:
Im unsure to what extent CIEL uses Google Analytics at this point, but from what I
learned in this webinar is that Google Analytics is very easy to use and can be monitored
without much time invested. The first thing that I suggest is monitoring the analytics over the
course of a month, just to get a gauge for what pages people view most, the most common
landing page (the place that people tend to end up first - not typically the home page), etc. From
there, design goals. These goals need to follow the SMART guideline - strategic, measurable,
attainable, relevant, time-bound. Measure these goals based upon importance and how easily
they are measured. Dont put your energy into something that isnt influential and takes a
significant amount of time to measure (seems like common sense, but doesnt hurt to say).
Follow the good questions listed above. Can CIEL gradually adjust its site to best
match the demographics that view the site the most (i.e., concept of designing blogs, press
releases, etc. that are written in a certain style, format that best appeals to our audience).
Additionally, a big question that CIEL should focus on answering/looking at most in Google
Analytics should be: are we reaching decision makers? Ultimately, a main goal of CIEL is to
have some sort of influence in environmental decisions, policy, etc. - we need to see what types
of organizations (.edu, .gov, etc.) are viewing our content. If were getting more casual users,
how can we adjust our SEO, content, and the way we market the site to better appeal to the
audience that we ultimately want to target?