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

What am I supposed to be looking at?
When you log into Google
Analytics you are deluged by
data and you could go in a
million different directions.

Start With a Digital Measurement Plan
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
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
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)
Objective:
Create Awareness
Website Goal:
Reinforce Online &
Offline Marketing
Efforts
KPI: Increased
Website Traffic
Website Goal:
(Email/Contact)
KPI: eNewsletter
Sign-up
Objective:
Raise Funds
Website Goal:
Online Donations
KPI: Donation
Conversion

Step 4: Identify Your Targets
Objective:
Create Awareness
Website Goal:
Reinforce Online &
Offline Marketing
Efforts
KPI: Increased
Website Traffic
Target: 3000 /Month
Website Goal:
(Email/Contact)
KPI: eNewsletter
Sign-up
Target: 45/Month
Objective:
Raise Funds
Website Goal:
Online Donations
KPI: Donation
Conversion
Target: $2000/Mo.

Step 5: Identify Reports & Segments for Analysis
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:
(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

Analyze Your Data
• 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.

All Traffic Report

All Traffic Report
Acquisition > All Traffic

All Traffic Report
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
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

Ecommerce Product Performance
conversions > ecommerce >product performance
What it does:
• Give you information about donation form performance
• Lets you drill down into each form

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
Add Goal tracking
Get started with
most useful reports
Add Ecommerce
Add on-page Event
tracking & try website
Experiments

All Pages & Landing Pages Reports

All Pages Report
What it does:
• Shows most visited pages on your website
Behavior > Site Content > All Pages

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

Landing Pages Report
Behavior > Site Content > Landing Pages
What it does:
• Shows where people enter your website
• Shows how people behave based on their landing page

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
Acquisition > Social > Overview

Mobile Reports

Mobile Overview Report
What it does:
• Shows desktop v. mobile v. tablet traffic
Audience > Mobile > Overview

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

Page Timings Report
Behavior > Site Speed > Page Timings
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)

Speed Suggestions
Behavior > Site Speed > Speed Suggestions
What it does:
• Gives you specific suggestions for problem pages

Engagement Reports

Engagement Reports
Audience > Behavior > Engagement
What it does:
• Shows details of how long people are spending on your site

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

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

Tweet this now
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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