Google Analytics: What Should I Be Looking At?

Google Analytics: What should I be looking at? PRESENTED BY SOPHIA LATTO & ALISSA RUEHL

Introductions Sophia Latto, Principal Consultant, UX and Design Sophia helps nonprofits develop internet strategy around building constituent relationships, delivering compelling messages, and online fundraising. Prior to joining Blackbaud, Sophia worked as a Creative Director at a design and marketing agency in New York City that specialized in online marketing and communications for the non-profit, utility, beverage, and financial sectors. @sophialatto Alissa Ruehl, Sr. User Researcher Alissa is a Senior User Researcher at Blackbaud where she combines quantitative analytics data with ethnography, surveys, interviews, usability testing and other research methods. She has been using Google Analytics since 2005, measuring and testing nonprofit and for profit websites of all sizes and more recently analyzing web based applications. She thinks everyone should be able to use this powerful tool to improve their websites, so she’s been presenting & training on Analytics since 2008. @alissaru

2 #bbcon #sophialatto #alissaruehl

When you log into Google Analytics you are deluged by data and you could go in a million different directions.

What am I supposed to be looking at?

Five steps to creating your plan. Identify: 1.  Your organization’s objectives 2.  The website goals for each objective 3.  Your key performance indicators (KPIs) 4.  Your targets 5.  The reports and segments for analysis

Start With a Digital Measurement Plan

Resource: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model

Step 1: Identify Objectives

What is your organization’s mission and how will your online channels support it?

Objective: Create Awareness

Objective: Raise Funds

Step 2: Identify Goals for Each Objective

Website Goal: Reinforce Online & Offline Marketing

Efforts

Website Goal: Grow Constituent List

(Email/Contact)

Website Goal: Online Donations

Step 3: Identify Key Performance Indicators (KPIs)

Efforts

KPI: Increased Website Traffic

(Email/Contact)

KPI: eNewsletter Sign-up

KPI: Donation Conversion

Step 4: Identify Your Targets

Efforts

Target: 3000 /Month

(Email/Contact)

Target: 45/Month

Target: $2000/Mo.

Website Goal: Reinforce Online &

Offline Marketing Efforts

Target: 3000 /Month

Reports: All Traffic Report

Social Overview Report

(Email/Contact)

Target: 45/Month

Reports: Goal Tracking

All Traffic Report

Target: $2000/Mo.

Reports: eCommerce Tracking

All Traffic Report

Step 5: Identify Reports & Segments for Analysis

•  How can I improve performance? •  Is there a traffic source that is showing more activity? •  Is there a specific time of day for highest conversions? •  Are there any patterns I can leverage? •  Etc…

Identify opportunities and take action. (Green means good.) Look for Red-Flags.

Analyze Your Data

Top Reports for Nonprofits

All Traffic Report

Acquisition > All Traffic

What it does: •  Shows where your traffic and conversions come from

All Traffic Report

How to use it: 1) Understand where your traffic comes from & optimize your effort

All Traffic Report

How to use it: 2) Identify which sources drive quality traffic

All Traffic Report

All Traffic Report How to use it: 3) Drill into a source to see patterns over time. Look for spikes in Direct traffic after offline campaigns.

All Traffic Report How to use it: 4) View both traffic and conversion rate to judge quality of traffic. This offline campaign brought visitors that did not turn into goal conversions

Goals & Ecommerce

Goals •  The easiest way to track conversions

•  Donation form abandonment •  Newsletter signups & advocacy actions •  Conversion rate

•  Does not require changing code on your website •  Does not capture dollar amount •  https://support.google.com/analytics/answer/1032415?hl=en&ref_topic=1007030

Goal Funnel What it does: •  Give you information

about donation form performance

•  Lets you drill down into each form

Goal Funnel How to use it: •  Find places where

people are abandoning the conversion path

•  Try to remove friction in the conversion process

Ecommerce •  Track dollar amount of donations •  Requires changes to code on your website •  https://support.google.com/analytics/answer/1009612?hl=en

What it does: •  Give you information about donation form performance •  Lets you drill down into each form

Ecommerce Product Performance conversions > ecommerce >product performance

How to use it: •  Note when forms have higher or lower than average donation amounts

•  Is it a campaign-specific form? •  Are the ask amounts different than your other forms? •  Is it a monthly giving form?

How to use it: •  Click on a form name to drill into more details

•  Always consider testing your ask amounts •  35% of people entered an amount higher than your highest ask. Should $200 or

$250 be added to the ask string?

Google Analytics Action Plan

Get started with most useful reports

Add Goal tracking

Add Ecommerce

Add on-page Event tracking & try website Experiments

All Pages & Landing Pages Reports

What it does: •  Shows most visited pages on your website

All Pages Report

Behavior > Site Content > All Pages

How to use it: •  Help guide your content strategy •  Understand which pages maintain interest •  Investigate high bounce rate & exit rates

All Pages Report

Behavior > Site Content > All Pages

What is a Bounce?

Enter on page x

Leave on page x

Exit but not a Bounce

Enter on page y

Go to page x

Exit on page x

What it does: •  Shows where people enter your website •  Shows how people behave based on their landing page

Landing Pages Report

Behavior > Site Content > Landing Pages

How to use it: •  Do you know where your visitors are entering your site? •  Are these pages giving them the best first impressions?

How to use it: •  Which pages have unusual rates of conversions, bounce rate, page

views, or visit duration? •  Make page or campaign adjustments accordingly

Social Overview Reports

What it does: •  Shows traffic and conversions from social network sites

Acquisition > Social > Overview

How to use it: •  To better measure the effectiveness of social media (KPIs) •  Justify your social media investment •  Compare the monetary value of all conversions versus those that resulted

from social media

Acquisition > Social > Overview

Mobile Reports

What it does: •  Shows The Overview report provides a breakdown of how much traffic

engages using a mobile device.

Mobile Overview Report

Audience > Mobile > Overview

How to use it: •  Monitor percentage of mobile/tablet traffic •  Review engagement and conversion metrics based on device

Mobile Overview Report

Audience > Mobile > Overview

Segments

Segments What they do: •  Filter any report to show only a specific segment of traffic

Segments How to use them: •  Filter any report to show only a specific segment of traffic

Audience Overview filtered by Segments

Landing Page Report filtered by Segments

Site Speed Reports

What it does: •  Shows pages that take the longest to load •  This is important for mobile traffic & for SEO rankings

Page Timings Report

Behavior > Site Speed > Page Timings

How to use it: •  Revise pages taking longest to load (image file size, don’t resize on-the-fly)

Page Timings Report

Behavior > Site Speed > Page Timings

What it does: •  Gives you specific suggestions for problem pages

Speed Suggestions

Behavior > Site Speed > Speed Suggestions

Engagement Reports

What it does: •  Shows details of how long people are spending on your site

Audience > Behavior > Engagement

Engagement Reports How to use it: •  How many people are leaving nearly instantly? •  How many people are engaging with the site for several minutes?

Audience > Behavior > Engagement

Engagement by Campaign How to use it: •  Add a segment for device or campaign and compare engagement on site

Engagement Reports – Page Depth What it does: •  Alternate view - shows details of how many pages people are visiting

Know where to go in Google Analytics to get the data you need, how

to read it & take action. #bbcon # alissaruehl #sophialatto

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Google Analytics: What Should I Be Looking At?

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