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
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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?
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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
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Step 1: Identify Objectives
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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
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What is your organization’s mission and how will your online channels support it?
Objective: Create Awareness
Website Goal: Reinforce Online & Offline Marketing
Efforts
Website Goal: Grow Constituent List
(Email/Contact)
Objective: Raise Funds
Website Goal: Online Donations
Step 3: Identify Key Performance Indicators (KPIs)
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What is your organization’s mission and how will your online channels support it?
Objective: Create Awareness
Website Goal: Reinforce Online & Offline Marketing
Efforts
KPI: Increased Website Traffic
Website Goal: Grow Constituent List
(Email/Contact)
KPI: eNewsletter Sign-up
Objective: Raise Funds
Website Goal: Online Donations
KPI: Donation Conversion
Step 4: Identify Your Targets
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What is your organization’s mission and how will your online channels support it?
Objective: Create Awareness
Website Goal: Reinforce Online & Offline Marketing
Efforts
KPI: Increased Website Traffic
Target: 3000 /Month
Website Goal: Grow Constituent List
(Email/Contact)
KPI: eNewsletter Sign-up
Target: 45/Month
Objective: Raise Funds
Website Goal: Online Donations
KPI: Donation Conversion
Target: $2000/Mo.
What is your organization’s mission and how will your online channels support it?
Objective: Create Awareness
Website Goal: Reinforce Online &
Offline Marketing Efforts
KPI: Increased Website Traffic
Target: 3000 /Month
Reports: All Traffic Report
Social Overview Report
Website Goal: Grow Constituent List
(Email/Contact)
KPI: eNewsletter Sign-up
Target: 45/Month
Reports: Goal Tracking
All Traffic Report
Objective: Raise Funds
Website Goal: Online Donations
KPI: Donation Conversion
Target: $2000/Mo.
Reports: eCommerce Tracking
All Traffic Report
Step 5: Identify Reports & Segments for Analysis
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• 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. Look for Red-Flags.
Analyze Your Data
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Top Reports for Nonprofits
All Traffic Report
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All Traffic Report
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Acquisition > All Traffic
What it does: • Shows where your traffic and conversions come from
All Traffic Report
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Acquisition > All Traffic
How to use it: 1) Understand where your traffic comes from & optimize your effort
All Traffic Report
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Acquisition > All Traffic
How to use it: 2) Identify which sources drive quality traffic
All Traffic Report
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Acquisition > All Traffic
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.
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Acquisition > All Traffic
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
Acquisition > All Traffic
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Goals & Ecommerce
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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
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Goal Funnel How to use it: • Find places where
people are abandoning the conversion path
• Try to remove friction in the conversion process
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Ecommerce • Track dollar amount of donations • Requires changes to code on your website • https://support.google.com/analytics/answer/1009612?hl=en
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What it does: • Give you information about donation form performance • Lets you drill down into each form
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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?
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Ecommerce Product Performance conversions > ecommerce >product performance
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?
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Ecommerce Product Performance conversions > ecommerce >product performance
Google Analytics Action Plan
Get started with most useful reports
Add Goal tracking
Add Ecommerce
Add on-page Event tracking & try website Experiments
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All Pages & Landing Pages Reports
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What it does: • Shows most visited pages on your website
All Pages Report
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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
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Behavior > Site Content > All Pages
What is a Bounce?
Enter on page x
Leave on page x
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Exit but not a Bounce
Enter on page y
Go to page x
Exit on page x
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What it does: • Shows where people enter your website • Shows how people behave based on their landing page
Landing Pages Report
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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?
Landing Pages Report
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Behavior > Site Content > Landing Pages
How to use it: • Which pages have unusual rates of conversions, bounce rate, page
views, or visit duration? • Make page or campaign adjustments accordingly
Landing Pages Report
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Behavior > Site Content > Landing Pages
Social Overview Reports
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What it does: • Shows traffic and conversions from social network sites
Social Overview Report
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Acquisition > Social > Overview
How to use it: • To better measure the effectiveness of social media (KPIs) • Justify your social media investment
Social Overview Report
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Acquisition > Social > Overview
Mobile Reports
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What it does: • Shows desktop v. mobile v. tablet traffic
Mobile Overview Report
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Audience > Mobile > Overview
How to use it: • Monitor percentage of mobile/tablet traffic • Review engagement and conversion metrics based on device
Mobile Overview Report
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Audience > Mobile > Overview
Segments
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Segments What they do: • Filter any report to show only a specific segment of traffic
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Segments How to use them: • Filter any report to show only a specific segment of traffic
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Audience Overview filtered by Segments
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Landing Page Report filtered by Segments
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Site Speed Reports
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What it does: • Shows pages that take the longest to load • This is important for mobile traffic & for SEO rankings
Page Timings Report
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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
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Behavior > Site Speed > Page Timings
What it does: • Gives you specific suggestions for problem pages
Speed Suggestions
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Behavior > Site Speed > Speed Suggestions
Engagement Reports
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Engagement Reports
What it does: • Shows details of how long people are spending on your site
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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?
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Audience > Behavior > Engagement
Engagement by Campaign How to use it: • Add a segment for device or campaign and compare engagement on site
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Engagement Reports – Page Depth What it does: • Alternate view - shows details of how many pages people are visiting
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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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