Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016
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Transcript of Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016
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Digital engagement
evaluation modelChris Arnold
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The problem…
• How do we justify / demonstrate the quality of
campaigns and activity beyond quantitative
metrics such as donations?
• How do we compare campaign to campaign
using deeper metrics than just clicks? How do
we measure engagement?
• How do you report the engagement so that all
teams (including the exec/trustees/board) can
relate to and understand?
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Digital analytics – lots to measure
External websites
Read multiple pages
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What do you end up with?
• Metric overload
• Metrics that mean different things to different teams
• Metrics that you can’t act upon for future improvement
• …so you focus on a small number of metrics that don’t give a balanced view of engagement (eg clicks or visits!)
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Examples of click activity(Grumpy visitor) Low activity, low engagement
– Sees social media message “How to get better
sleep”. Clicks the link but leaves the website
without feeling like they gained any benefit
(Researcher) High activity, medium engagement
– Opens an email on mental health campaign. They
read two self-help articles, watch a video,
download a PDF on mental health, browse three
“about us” pages
(Ideal visitor) Low activity, high engagement
– A website visitor opens an email as part of a
careers campaign. They read a self-help article,
share it on social media and register their details
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Click rate
• Each of those examples is reported on as a
‘click’, open, visit or session…which doesn’t help
us highlight how engaged they are
? ? ?
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A way to measure engagement• Google analytics can track when someone visits
a specific page (URL) on your website, such as:
– /how-we-help/emotional-support
– /contact-form-thank-you.html
– /nutrition-webinar-watch.html
– /help-and-guides/how-to-give-difficult-feedback-at-
work.html
– /benefits-calculator/results.html
– [external clicks] www.facebook.com/share
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…and give it a score
Using the Google Analytics Goals feature, you can
assign scores to each of these page visits
• Lower levels of engagement:
– Looking at the “About us” page
– Looking at your social media accounts
• Higher levels of engagement;
– Booking onto an event
– Contacting you for support
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Where do we start?1. Identify possible activities and engagements
(and URL)
2. Assign activities an engagement score
3. Use Goals in Google Analytics with these
engagement scores
– Measured in monetary currency £,$,€,¥
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Model structure
Non-engaged traffic
Bounce traffic (unless on key pages)
Engaged traffic
Multiple page views
High value goals
Contact / donate / book event / social share
$100
Value per activity
Medium value goals
Self-help articles / view support / online tools
$25
Value per activity
Low value goals
General pages / social media account view
$1
Value per activity
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Engagement evaluation
Values of all the goals are added together to
represent the quality (as well as quantity) of
engagements:
– Total engagement value of all activity
• eg $10,500
– Engagement ratio (total engagement value ÷ total
number of engagements) to allow campaigns of
differing sizes to be compared
• eg $4.50 vs $6.25
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The benefits
• Clearer picture of overall online engagement
health
– drops in traffic ≠ drops in engagement
• Compare different campaigns of the same topic
• Compare different topics per audience segment
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The result:
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Where to start
1. Source support with Google Analytics
– Campaign tracking
– Goal setting
– Reporting
2. Map all your online activities (goals)
3. Group and score all the online activities with
organisation stakeholders to get buy-in
4. Build and test in Google Analytics
5. Report, evaluate and compare all campaigns
and activity using engagement score
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Thank you
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Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk
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Midlands Networking Group
6 October 2016
Birmingham
#ccmidlands
Demonstrating
the value of communications