Analytics for NonprofitsConnecting Your Website to Your Mission and Goals

Follow the Trends

The Mandatory Dictionary Definition:Web Analytics is the measurement, collection analysis and reporting of internet data for the purpose of understanding and optimizing web usage.

Got it?

ABO Framework

Acquisiton “What are we doing to attract traffic?”

Behavior “What happens when people land on the site?”

Outcomes“What was the impact on our mission and goals?”

COUNT PAGEVIEWS

KEEP CALM

Acquisition Terms & MetricsTerm/Metric DefinitionPageview Display of a complete webpageVisit Series of pageview from one visitor

within 30-minutesSource/Medium Where the visitor came to your site

from - Organic Found you on a search engine - Direct Typed your URL in the browser - Referral Clicked over from a link on another

siteSegment Any group of users who share some

characteristic (eg ‘Mobile Users’)CPA Cost per Acquisition

Why Acquisition Matters Explains WHY people are coming to your

site Can help you measure your efforts to

grow your traffic Demonstrates WHICH PEOPLE are

coming to your site Shows WHAT IS YOUR STRONGEST

CONTENT

Behavior Terms & MetricsTerm/Metric DefinitionBounce Rate The % of visitors who viewed only one

page and didn’t interact further.“I came. I puked. I left.”

Time on Site / Length of Visit

The amount of time a visitor spent during one visit on the site

Page Depth /Depth of Visit

The number of pages that make up a single visit

Exit Pages The last page in a visitLoyalty # of times a visitor visits the websiteRecency How long has it been since the last

visit?

Why Behavior Matters Are people SEEING WHAT THEY ARE

EXPECTING when they come to you? How do people ACTUALLY USE your site? Are you building a RELATIONSHIP with

users? Can you LEVERAGE YOUR TRAFFIC

better?

More on Bounce RatesBenchmarks 40-60% Content websites 70-98% Blogs 70-90% Landing pages

Insight A positive experience can STILL be a

bounce, eg articles, contact us pages

Outcomes Terms & MetricsTerm/Metric DefinitionGoals A webpage or event that you define

as connected to a business objectiveConversions The number of times or the rate of

goal achievementFunnel The collection of steps/pages from

entry page to goal completionAbandonment Rate

The rate at which people leave a funnel before goal completion

Goal Value A $ value you define for a goal conversion

A Funnelon GoogleAnalytics

Be Trendy!It’s not about thenumbers, it’s about the trends! Changes in key metrics will show over

time You can’t control the news Look to rates (conversions, bounces) not

averages and totals

What’s the Point of Analytics?

“When you two have finished arguing your opinions, I actually have data.”

Isaac Shalevisaac@sage70.com(917) 859-0151Need more help?Get an hour of tech consulting, on us.