Web Analytics: Tracking for Success
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The document outlines the use of Google Analytics and Google AdWords in web analytics, focusing on tracking visitor behavior and site performance for the OlmsteadRights.org project. It discusses setting measurable goals, driving traffic through ads, and analyzing user engagement to optimize the website. The overall aim is to enhance outreach and provide valuable resources for those seeking legal aid while continuously improving the site's functionality.
Web Analytics: Tracking for Success
- 1. 7/29/2015 1 Ā© 2015 All Rights Reserved Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Talley Wells, Atlanta Legal Aid Society, Inc. Mark Sherman, Nehmedia, Inc. Jillian Theil, Pro Bono Net
- 2. 7/29/2015 2 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved ā¢ A Novice Web Creatorās Perspective ā¢ Talley Wells ā Atlanta Legal Aid Society, Inc. ā¢ Nuts and Bolts of Analytics ā Nehmedia ā¢ Mark Sherman ā Nehmedia, Inc. ā¢ Using Analytics with Pro Bono Net ā¢ Jillian Theil ā Pro Bono Net Outline of Presentation
- 3. 7/29/2015 3 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved What is Analytics? Tracks ā¢ who visited (general demographics) ā¢ when they visited ā¢ how often they visited ā¢ how long they visited ā¢ where they visited ā¢ much more
- 4. 7/29/2015 4 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Project Background ā¢ Grant to build OlmsteadRights.org ā¢ Three purposes 1) Tell people 2) Enable self-advocates 3) Provide lawyers with info ā¢ Applied for Google AdWords Grant ā¢ What we were looking for ā¢ What we found Talley Wells Atlanta Legal Aid Society
- 5. 7/29/2015 5 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved OlmsteadRights.org
- 6. 7/29/2015 6 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Why Analytics for OlmsteadRights.org After we built OlmsteadRights.org ā¢ Wanted to know who visited, how often visited, where they visited, what links downloaded, and what they liked. ā¢ See if Social Media drew people to website ā¢ Use Google AdWords with it. ā¢ See what events drew people to website.
- 7. 7/29/2015 7 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Website: Initial Launch
- 8. 7/29/2015 8 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved We want Visitors and Members!
- 9. 7/29/2015 9 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Facebook Ads
- 10. 7/29/2015 10 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Targeting Facebook Ads
- 11. 7/29/2015 11 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Targeted Litigation Director Email
- 12. 7/29/2015 12 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Google AdWords Ad Grants
- 13. 7/29/2015 13 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Making Successful Ads?!?!
- 14. 7/29/2015 14 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Implementing Google Analytics Perfect World Analytics 1) Identify goals of business 2) Integrate goals into site with calls to action 3) Setup web analytics to track goals 4) Get traffic to site 5) Measure goals as users visit the site 6) Adjust design & content to improve goals 7) Rinse & Repeat Mark Sherman Nehmedia
- 15. 7/29/2015 15 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Perfect World vs Real World Perfect World ā¢ Design website with a focus on users and site objectives. Focus on usability, laymanās terms that match search interest, calls to actions, and ways to engage that can be measured as goals. Real World Analytics ā¢ Sites are usually developed by designers or developers and typically fall short on user engagement, calls to action, and search engine optimization. ā¢ Provided OlmsteadRights.org an audit of their site and recommendations to improve usability, engagement and goal tracking. ā¢ Setup Google Analytics and Google Tag Manager to track goals, and created Google Analytics dashboards to monitor visitor activity. Source: Plannersweb.com
- 16. 7/29/2015 16 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 1 ā Identify Goals of Site Goal = Measurable, web-based (or something that can be fed-into tracking program), align with the goals of the organization. For Olmstead Rights, these were the goals: 1) Join Olmstead Rights 2) Resources in your state clicks 3) File downloads 4) Send email clicks
- 17. 7/29/2015 17 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 2 ā Integrate Goals into Site ā¢ Typically Goals are NOT integrated into site design due to the focus on the look and stakeholderās perception of the site. ā¢ Ideally, a site should be designed with goals in mind as part of an initial website plan ā what do you want the site to accomplish? ā Business Card ā Eye Candy ā Informative/Educational ā Lead Generation ā eCommerce ā¢ Regardless of state of a site, implement Google Analytics and start tracking what is actually happening. Provides a great source of insight to improve site functionality.
- 18. 7/29/2015 18 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 3 ā Setup Analytics Setup Analytics & Goal Tracking 1) Installed Google Analytics (GA)* 2) Installed Google Tag Manager (GTM)* 3) Installed Google Webmaster Tools* 4) Instrumented goal completion tracking in GA ā¢ Since OlmsteadRights.org was a probono.net site, these steps required probono.net support. ā¢ LawHelp/probono.net, OpenAdvocate, and Custom Sites may require implementation help.
- 19. 7/29/2015 19 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 4 ā Get Traffic Traffic = Real people visiting website ā¢ Traffic comes from variety of sources: Google, Bing, Yahoo, Twitter, Facebook, advertising, etc. ā¢ Some traffic is referrer spam (rogue bots and scammers trying to promote/sell/disrupt) and itās not useful. ā buttons-for-website.com, semalt.com, videos-for-your- business.com ā Filter out in Google Analytics ā continuous process ā¢ All traffic can be measured in Google Analytics
- 20. 7/29/2015 20 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Google Ad Grant Program Traffic Example #1: Google Ad Grant Program for Nonprofits ā¢ What it is: $10K/month free search advertising from Google ā¢ People type in relevant search queries into Google and a nonprofit ad shows up. People click and arrive at your website ā¢ Some limitations apply ā¢ How to apply: www.google.com/grants
- 21. 7/29/2015 21 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Google Ad Grant Program ā¢ Allows you to spend up to $10K/month on search advertising ā¢ $2.00/click limit ā¢ Also have access to keyword planner tool
- 22. 7/29/2015 22 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Google Keyword Planner ā¢ For Disability related keywords ~250K searches/day in the US ā¢ Could Spend $1.5K- $1.85K/day generating 1.4K- 1.7K clicks with $2.00/click ā¢ Requires focus, good landing pages, good ad copy ā¢ May seem easy, but takes time, effort, and knowledge ā¢ OlmsteadRights.org just starting campaign
- 23. 7/29/2015 23 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Opportunity for Free Legal Services ā¢ First glance, there are 2.5million searches/month in the US on Google for Free Legal Services, Pro Bono Lawyer, Pro Bono Legal services and related terms ā¢ Average CPC around $2.60/click
- 24. 7/29/2015 24 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Organic Search Traffic Traffic Example #2: Organic Search ā¢ Build page content around core terms, relevant to organization. ā¢ In time, these pages will help drive organic (free) traffic from the search engines to your site. ā¢ Work with an experienced search engine optimizer (SEO) consultant to get the most organic search traffic possible from your content.
- 25. 7/29/2015 25 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 5 ā Measure Traffic & Goals Whoās coming to your site? (visitors) Are visitors doing what you want them to do? (goals) Created Google Analytics dashboards toā¦ ā¢ Highlight visitor attributes ā¢ Technology used on website ā¢ Traffic sources ā¢ Organic search details ā¢ Paid search details ā¢ Goals
- 26. 7/29/2015 26 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Definitions Key Definitions for Google Analytics (from support.google.com) Sessions: A session is a group of interactions that take place on your website within a given time frame. Unique Visitors: The Users metrics show how many users viewed or interacted with your site. Bounce Rate: Bounce Rate is the percentage of single-page sessions Conversion / Goal Completion: Goals measure how well your site or app fulfills your target objectives.
- 27. 7/29/2015 27 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 5 ā Measure Traffic & Goals Visitor Dashboard ā June 2015 Key Measurements ā¢ Traffic: Sessions, Unique Visitors ā¢ GEO: Where are they coming from ā¢ Country ā¢ State ā¢ City ā¢ Engagement: ā¢ Bounce Rate, ā¢ Pages/Session/ ā¢ Avg Session Duration
- 28. 7/29/2015 28 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 5 ā Measure Traffic & Goals Traffic Dashboard ā June 2015 Key Measurements ā¢ Sources: ā¢ Facebook ā¢ Google ā¢ Twitter ā¢ Direct ā¢ Channels: ā¢ Social ā¢ Organic ā¢ Direct ā¢ Referral ā¢ Referrals ā¢ Sites that link to your site and send users
- 29. 7/29/2015 29 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 5 ā Measure Traffic & Goals Goals Dashboard ā June 2015 Key Measurements ā¢ Goals ā How many people engaged ā¢ Joined ā¢ Emailed ā¢ Which Channels Converted ā¢ Organic has highest conversion rate ā¢ Direct has highest numbers ā¢ Social has poor conversions
- 30. 7/29/2015 30 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Sample Goal Analysis ā¢ Compare Goal Completions by Channel ā¢ Social and Direct Drove Significant Goal completions when initial Facebook Campaign run. ā¢ Now Organic and Paid Search starting to drive Goal Completions at a higher conversion rate ā¢ Note as Traffic decreased, Engagement (Bounce Rate, Pages/Session, Avg Session Duration) Increased indicating higher quality traffic
- 31. 7/29/2015 31 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 6 ā Adjust Design & Content Adjust design ā¢ Clear, unique calls to action ā¢ Build more AdWords landing pages for more keywords > focus design on applicable goals Adjust content ā¢ Create more pages relevant to service focus ā¢ Provide engaging/informative content that will serve current website visitors Reason: Get more goal completions for site
- 32. 7/29/2015 32 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Step 7 ā Rinse & Repeat Rinse & Repeat ā¢ Review goals of business ā at least monthly ā¢ Are goals reflected in site design ā¢ Confirm analytics is always tracking ā¢ Continue to explore ways to acquire traffic ā¢ Continue to monitor goals as users visit site ā¢ Adjust design & content to improve goals
- 33. 7/29/2015 33 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Partnering with An Expert To implement this work, find an expert whoā¦ ā¢ Understands your organizationās goals ā¢ Understands Google Analytics ā¢ Can implement data-driven changes on your website to improve your goals. Nehmedia is a Google Analytics Partner & Google Partner.
- 34. 7/29/2015 34 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Google Analytics & Pro Bono Net Support Jillian Theil ā¢ Meta Tag info for Google Webmaster tools ā¢ Google Tag Manager snippet ā¢ Universal Analytics versions
- 35. 7/29/2015 35 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved 2015 LawHelp Analytics TIG with the Northwest Justice Project ā¢ Expand support for Universal Analytics on LawHelp.org sites ā¢ Develop a set of statewide website community dashboards in Universal Analytics to help programs better track and benchmark key metrics ā¢ Leverage Universal Analytics and the LawHelp API to automate certain types of custom reports currently generated upon request by PBNās tech team
- 36. 7/29/2015 36 Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Ā© 2015 All Rights Reserved Analytics: Questions Any Questions forā¦ ā¢ Talley Wells ā Atlanta Legal Aid Society (404) 524-5811 / ctwells@atlantalegalaid.org ā¢ Mark Sherman ā Nehmedia (512) 828-6763 / msherman@nehmedia.com ā¢ Jillian Theil ā Pro Bono Net jtheil@probono.net