Google Analytics for Nonprofits
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How to use Google Analytics for your nonprofit.
Transcript of Google Analytics for Nonprofits
About NPG
NPG specializes in creating and administering Google Ad Grants accounts for nonprofits
NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals
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Google Analytics
Learn about your website visitors Where are they? How did they get to your site? Why did they come? Where do they go? How frequently do they come? What are they using to get there? Are they doing what you want them to do?
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Where are they?
Regional organizations may be surprised to see traffic from another part of the country
National or international organizations may find areas with a lot or very few visitors
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Where are they?
What to do with this information Know the geographic concentration of your
visitors Consider adjusting your marketing, events,
fundraising, and volunteer strategies accordingly
Use your Google Grant to gain traffic where you want itState, City, Zip, Radius geo-targeting
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How did they get to your site?
Look at traffic sources Focus on those that drive quality traffic
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How did they get to your site?
What to do with this information Evaluate your efforts to drive traffic to your
site Can you increase good quality traffic?
More frequent emailsMore/Different social postingMore and/or better positioned links on
other sites Are there disconnects?
Spending time/money for poor quality traffic 7
Why did they come?
What search terms did they use? What links did they follow? What did they search for once they arrived?
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Why did they come?
What to do with this information Is your website focusing on the right
keywords? Search Engine Optimization
Can you get more traffic from good referrers? Can you improve your on-site search? Design your homepage to focus on what your
visitors are already looking for Also include new things they might not be
aware of yet
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Where do they go?
Which pages are popular? Might be what people are interested in Might be where the design of your site leads
them
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Where do they go?
What to do with this information Remove links or topics from the homepage
that do not get trafficMakes room for what people are looking
for If a blog post is popular, reuse it
Email newsletterSocial Media
Become a more data-driven organization
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How frequently do they come? Weekly to read updates? Once a year to sign up for an event or donate?
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How frequently do they come? What to do with this information
Does this frequency make sense for your organization?
Try more frequent engagementBrainstorm ways to create unique content
on a regular basisUse social media to engage people daily
or weeklyEvaluate email newsletter frequencyOnce a year vs ongoing fundraising
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What are they using to get there?
Desktop? Mobile? Tablet?
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What are they using to get there?
What to do with this information If 1/3 or more of your traffic is mobile, is it
worth making your site mobile-friendly? Test your site on different devices
It should display well for the majority of users
Poor rendering affects all your dataTime on SitePages per VisitConversions
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Are they doing what you want them to do?
What Are Your Website’s Goals? Ecommerce Sign Up Download Donation Education Recruit Volunteers
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Are they doing what you want them to do?
Every nonprofit needs to define a measurement plan to better understand their performance
17source: cutroni.com
Are they doing what you want them to do?
source: cutroni.com
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Defining targets for each of your KPIs/Segments provides context to the performance of your business
Are they doing what you want them to do?
If you meet or exceed your targets you should ask yourself “Why did it work?”
If you miss your targets you should ask yourself “Why didn’t it work?”
Many times looking at the performance of your segments, and applying additional segmentation, will lead to the answer
More here: http://cutroni.com/blog/2013/04/22/measuring-the-non-profit-from-planning-to-implementation/
19source: cutroni.com
Lots More Data: Conversion Paths
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Lots More Data: Multi-Channel Funnels
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