Maximizing Nonprofit Impact with Google Analytics_ A Step-by-Step Guide

Maximizing Nonprofit Impact
with Google Analytics: A
Step-by-Step Guide
Presented by: Tapp Network
Julian Gerace & Jon Hill
09.18.2024

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Introductions
Julian Gerace is the Digital Solutions Manager at Tapp
Network. With over 8 years of experience in digital marketing,
Julian is an expert in developing and executing data-driven
marketing strategies that increase his client’s efficiency and
effectiveness. He is skilled in various digital marketing
disciplines, including search engine optimization, web
development and integration, social media marketing, and
email automation. Julian is passionate about using digital
marketing to make a positive impact in the nonprofit sector, and
he has worked with dozens of nonprofits to help them achieve
their fundraising and engagement goals.
Julian Gerace
Digital Solutions Manager
Tapp Network
With 10 years of experience in digital spaces, Jon brings his
expertise in all things web to Tapp as our Web Project
Manager. He has a background in design, development and
project management helping brands both big and small achieve
their visions.
Jon Hill
Web Project Manager
Tapp Network

Empowering
Organizations for
Good
Problem We Solve
Our Why
How We Innovate and Impact
We transform your visionary goals into digital
realities, empowering nonprofits and
government agencies to thrive in today's
dynamic world.
In the new Age of Acceleration, many nonprofits and government
agencies are challenged by a lack of digital infrastructure. This gap
inhibits their ability to keep pace and effectively support the most
vulnerable populations.
Tapp’s mission is more than just business growth; it's about driving
digital innovation across rapidly expanding sectors. We strive to
transfer our knowledge, tools, and technology to government
agencies and nonprofits that are tackling society's most pressing
challenges.
We achieve this by harnessing the power of artificial intelligence,
developing high-impact websites, software, and data-driven
campaigns. Our AI-enabled digital transformation strategies
enhance the positive impact of the organizations we serve and
amplify their engagement with the communities they support.
www.tappnetwork.com

How We Can Help You - Learn More Here
Strategy
Start with a technology audit and
digital marketing game-plan to
accelerate your growth and market
share within your sector.
Integration & Migration
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional services
and software you need to increase
sales across all your audience touch
points.
SEO and Content
Marketing
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and successful
transition from an alternative solution
to HubSpot, without all the
headaches.
Creative and Branding
Make your brand stand out from your
competitors to reach the right
customers with the right message.
Web and APP
Development
With our 20+ years of experience, we
know your 24/7 salesperson must be
beautiful, functional, and optimized
for your goals.
Sales Enablement
We can help you close the loop
between your marketing and sales
teams—and more desirable deals.
Inbound Marketing
We provide the complete solution to
increasing leads, revenue, and brand
authority as a Platinum Hubspot
Partner
Social Media Marketing
One of the most effective ways to
engage inﬂuencers, customers and
prospects to drive brand awareness,
followers, and sales
Paid Media
TAPP makes your budget go further
with a targeted approach to reaching
your buyer personas in search and
social.
Public Relations
Deﬁning the right audience and
media channels to build regional and
national brand recognition as well as
thought leadership.

Agenda
• Google Analytics Overview
• The basics of Website Traffic
• User behavior & conversion rates
• Practical Applications

Google Analytics for
Nonprofit Organizations
• Google Analytics is a free and powerful tool
that can help nonprofit organizations to
measure and analyze their website
performance.
• Understanding how your website is used is
the most valuable piece of digital marketing
data
• Data-driven decision making helps increase
efficiency and effectiveness

Answer in the Chat: Which of these goals is
most important for your organization?
A. Raise Awareness
B. Drive Donations
C. Attract Volunteers
D. Support Program Delivery
E. Build Community
F. Advocate for Change
G. Share News and Updates

What do you get with Google Analytics?
• How users navigate your website
• User acquisition and content performance
• Conversion rate data
• Mid-funnel campaign performance

Getting Started
Installation and Key Definitions
Traffic monitoring and event collection.

Getting Started With Google Analytics
Technical: Consult a professional or use
Google’s Setup Assistant. Add the tag to
your sites to start the data flow into your
data streams.
Strategic: Identify all touchpoints you’d
like to track and your conversions. Plan
out your events.

Data Streams
Data streams are a new concept in GA4, replacing the traditional tracking codes used in
Universal Analytics (UA). Instead of generating a separate tracking code for each website
or app, you can set up a single GA4 property and create separate data streams for each
source.

Data Streams
• Simplified implementation: Setting up a data
stream is simpler than generating and managing
multiple tracking codes.
• Streamlined data collection: Data streams in
GA4 are designed to capture more complete and
accurate data than traditional tracking codes.
• Better data control: With data streams, you can
control how data is collected and processed for
each source, allowing you to customize your data
collection to suit your needs.
• Easier data sharing: Data streams make it
easier to share data between different sources,
such as between a website and a mobile app.

Events
In GA4, events are user interactions with your
website or app that you want to track, such as
clicks, downloads, video plays, or form submissions.
Events provide valuable insights into user behavior
and engagement, allowing you to measure the
effectiveness of your marketing campaigns and make
data-driven decisions about how to optimize your
website or app.
Events are the main building block of GA4.

Understanding the basics
1. Website Traffic
2. User Behavior
3. Conversion Rates

Traffic
GA4 provides a range of data about your
website visitors, including where they're
coming from, what pages they're viewing,
and how long they're spending on your
site.

Sessions: Represents a period of user interaction
with your website or app. It starts when a user
initiates an event or pageview and ends after 30
minutes of inactivity or at midnight.
Pageviews: An event that tracks the loading of a
page on your website or app. It occurs when a
user visits a specific page or refreshes it. Each
pageview event is counted as an individual
interaction within a session.
Sessions vs Pageviews

Understanding different types
of website traffic
• Direct Traffic: This is traffic that comes to your website by typing
your website URL directly into their browser or by clicking a
bookmark.
• Organic Traffic: This is traffic that comes to your website from
search engine results pages (SERPs) when someone types in a
query related to your website and clicks on one of the links that
appear.
• Referral Traffic: This is traffic that comes to your website from other
websites that link to your content. Referral traffic can include both
links from other websites and clicks from social media platforms.
• Paid Traffic: This is traffic that comes to your website as a result of
paid advertising, such as Google Ads or social media ads.

Applying traffic information to your
digital marketing
• CTA Structure: Are your CTAs driving traffic to the pages
you want users to interact with?
• Configuration Errors: Are users hitting your 404 page
after viewing a certain landing page?
• Copywriting Effectiveness: Are you getting platform
engagement on your emails and social posts but not
seeing traffic reflected on your site?

User Behavior
Tracking user behavior in GA4 can provide
valuable insights into how users interact
with your website or app, and help you
identify opportunities to optimize the user
experience.

Events (again)
By tracking events in GA4, you
can gain insights into how users
interact with your website or app,
and optimize the user experience
accordingly. It's important to
choose the right events to track
based on your business goals
and the user actions that are
most important to your website or
app.

Kinds of Events
Automatic events: These events are collected automatically by GA4
without any additional configuration.
• Examples include page_view, scroll, and video_engagement
events.
Recommended events: These are pre-defined events recommended by
GA4 based on your industry and business type.
• Examples include view_item, add_to_cart, and purchase events.
Recommended events can be customized to match your specific
use case.
Custom events: Custom events are events that you define based on
your specific tracking needs. Custom events can be used to track any
user action that is important to your business, such as form submissions,
clicks on specific buttons, or interactions with custom widgets.
Enhanced measurement events: Enhanced measurement events are
additional events that are collected automatically by GA4 when you
enable enhanced measurement. Enhanced measurement events can
help you gain more complete insights into user behavior without having to
manually set up event tracking.
• Examples include outbound_link and file_download events.

Bounce and Exit Rates
Bounce rate: Bounce rate is the percentage of
single-page sessions, i.e. sessions where a user landed
on your website or app and left without any further
interaction. In other words, bounce rate is the
percentage of sessions where a user did not engage
with your website beyond the landing page. A high
bounce rate may indicate that your website or app is not
meeting user expectations or needs.
Exit rate: Exit rate is the percentage of sessions where a
user left your website or app from a specific page. Unlike
bounce rate, exit rate takes into account all sessions
where a user interacted with more than one page before
leaving. Exit rate can help you identify pages that have a
high abandonment rate and may need optimization.

Conversions
A conversion (now Key Events) is any user
action that's valuable to your business; for
example, a user purchasing from your
store or subscribing to your newsletter are
examples of common conversions. You
mark specific events within GA4 as
conversions.

Halftime
The complexity of the Google Analytics Platform is
directly tied to its usefulness. There is a lot to learn!

Use Cases
Let’s dive into 2 high-impact use cases of your
new Google Analytics Knowledge
• Measuring Fundraising Campaigns
• Tracking Marketing Campaigns

UTM parameters are tags that you add to the end of your URL, which allow you to identify the source,
medium, campaign, and other attributes of each click that comes to your website or app.
1. Source (utm_source): This parameter identifies the source of your traffic, such as a search
engine, social media platform, or email campaign.
2. Medium (utm_medium): This parameter identifies the medium of your traffic, such as organic
search, paid search, social media, or email.
3. Campaign (utm_campaign): This parameter identifies the specific campaign that is driving the
traffic, such as a product launch, holiday sale, or fundraising campaign.
4. Content (utm_content): This parameter allows you to track the performance of different versions
of the same ad or email campaign. For example, you can use this parameter to track the
performance of two different headlines in your email campaigns.
UTM Parameters

Measuring the Success of Fundraising Campaigns
1. Set Up Your Events: Make sure your donation landing page
and forms have appropriate events set up in GA4 and they are
marked as conversions.
2. Set Up Reports: Get your reports ready so you can easily
provide weekly updates.
3. Tag Your Materials: Use clear and descriptive labels for
campaigns and content in your UTM parameters so you can
see where your users are coming from and how your digital
marketing efforts are performing outside of their platforms.
4. Use Data To Optimize Landing Pages: Use scroll events or
your conversion rate to inform visual changes to your landing
pages. There may be a user-experience issue to be addressed.

Tracking the Success of Marketing Campaigns
1. Use Consistent Tagging: Use the same campaign
names across your emails, social media posts, and
other materials to give the most accurate picture
across platforms.
2. Set Up A Funnel Report: Turn your user journey
into a GA4 report and see how people filter from new
user to conversion.
3. Tag Your CTAs as Conversions: Make sure that
GA4 knows the actions you want your users to take
so it can report on them. Whether its a form
submission, an email address click, or leaving to a
third-party registration site, set up your conversions
before sending out your materials.

Inside The Platform
Analytics Demo Account

Key Takeaways
GA4 is a free, powerful tool to help you understand how users
are interacting with your website and digital marketing
materials.
Data-driven decision making will increase the effectiveness and
efficiency of all of your digital marketing efforts, not just on your
website.
GA4 offers basic information at a glance but retains the ability to
do complex reporting.

Google Analytics & Website Services
For TechSoup Members

Google Analytics Setup: Implementation,
Configuration, and Insights
Starting at
$499
Our Google Analytics Setup service provides your organization with a
comprehensive setup to help you track website performance,
understand user behavior, and make data-driven decisions. This
service includes:
• Setup of Google Analytics 4
• Account structure analysis
• Property and data stream setup
• Website and app data collection
• Custom reports
• A 30-minute training
• Basic reporting features
• Adding tracking to other websites
• Custom event creation
Key Benefits:
• Understand user behavior and audience.
• Track conversions like donations and sign-ups.
• Make data-driven decisions to improve performance.

Website Maintenance Services
Starting at
$799/mo
Keeping a website running smoothly is not an easy job! Our
website maintenance services are designed to ensure your
site is always performing at its best. From broken links to
building new pages for your fundraising event, you’ll have
access to the technical experts and can submit requests to
make those repairs or turn that creative website idea into a
reality.
Your dedicated Account Manager will ensure the successful
delivery of requests. Requests are managed through our
ticketing system and timelines will be provided within 48
hours of receiving any request.
Dedicated
Account Manager
Available
9am–8pm EST
No Contract.
Cancel Anytime.

Thank You!
sales@tappnetwork.com
www.tappnetwork.com

Maximizing Nonprofit Impact with Google Analytics_ A Step-by-Step Guide

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Maximizing Nonprofit Impact with Google Analytics_ A Step-by-Step Guide