Webinar - Measuring What Matters with Google Analytics - 2015-12-3
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Where Are
You?
We Are Here
4
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The Need Is Global – And So Are We
TechSoup’s mission is to build a dynamic bridge that enables civil society
organizations and social change agents around the world to gain effective access to
the resources they need to design and implement solutions for a more equitable
planet.
Countries Served TechSoup Partner Location NetSquared Local Group
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www.TechSoup.Global
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Our Impact
Together, we build a stronger, more resilient civil society.
$5.2B
in technology products
and grants employed
by NGOs for the
greater good
35
languages used to
provide education
and support
100+
corporate and
foundation partners
connected with the
causes and
communities they
care about
6.2M
annual visits to
our websites
600,000
newsletter
subscribers
empowered with
actionable
knowledge
79%
of NGOs have improved
organizational efficiency
with TechSoup Global's
resource offering*
*Source: survey conducted among TechSoup members in 2013
- 10. Who is Whole Whale?
We leverage data and tech to increase nonprofit impact.
- 11. My Goals
1.Increase your knowledge of GA
2.Provide a framework for using GA
3.Make a change in your organization
Questions?
@WholeWhale
(or chat)
- 12. Poll: How much do you know?
A.No Google Analytics knowledge
B.Beginner
C.Intermediate
D.Enough to be dangerous
E.Advanced
- 14. What is it?
Google.com/analytics
●Free
●Web analytics for your website
●Javascript that lives on every page
●Every website codebase can handle this
●Takes less than 30min to install
●Shows what/where/how/when activities on your
website (not so much why)
- 19. Poll: Is your site using Analytics?
A.No clue - how do I check?
B.No we aren’t
C.Yes - outdated Analytics code
D.Yes - Universal Analytics
E.I wandered into this webinar by accident
and just like clicking buttons
- 20. Getting Started with GA
●Setup: is it installed?
●Staff: who is monitoring?
●Access: are there tiers of access?
●Goals: are they setup/defined?
●Webmaster tools: is it connected?
●AdWords: Connected?
●Dashboards: (WW bundle)
- 21. Google Analytics Terms
●Users (formerly Unique Visitors)
●Sessions (formerly Visits)
●Pageviews
●Bounce Rate (Bounces)
●Average Visit Duration
●Exit Rate (Exits)
●Goal
●Event
Simple Glossary @
WholeWhale.com/Google
- 23. Basics: Bounces and Exits
1 Session, 1 Pageview
enter
1 bounce
1 exit
1 Session, 2 Pageviews
enter
1 exit
no bounce
- 24. Demographic Info
Upgrade to Universal Analytics for...
How to tell in Code
Universal Analytics = Analytics.js
Old Analytics = ga.js
- 25. Logic Model
Input:
what you invest
Output:
what you make
Outcome:
what you expect to
happen
Free PDFs
Free Photos
Free Classes
Downloads
Pageviews
Signups
Informed Programs
Health Literacy
Healthier World
GOALS!
- 29. M&M: Users
●How is this possible?
Selected together:
oJune-August: 2,000 users
Selected month by month:
oJune: 1,500 users
oJuly: 1,000 users
oAugust: 1,200 users
- 31. M&M: Counting Sessions
●Quiz: A user visits nonprofit.org homepage, 5 minutes
browsing 2 pages. They leave the site for 20 minutes,
return and spend another 5 minutes browsing 2 pages.
How many sessions and pageviews are recorded?
A. 2 Sessions - 4 Pageviews
B. 1 Session - 4 Pageviews
C. 1 Session - 2 Pageviews
D. Other
5m 20m 5m
- 32. M&M: Counting Sessions
B: Correct answer
- 1 Session - 4 Pageviews - 1 User
Session cookies last 30 minutes
1 Session
5m 20m 5m
- 33. M&M: Avg. Session Duration
●Quiz: A user visits nonprofit.org homepage, spends 3
minutes scrolling through the article title, and then
bounces (leaves the site).
How long does GA record for session duration?
A. 3m
B. More than 3m
C. 0m
C. 0m is Correct
- 34. M&M: Avg. Session Duration
Add a non-bounce segment to see true time
But… Averages are misleading (they can also hurt kittens)
- 36. M&M: Session Duration
●Quiz: A user visits nonprofit.org homepage, spends 3
minutes scrolling through 1 page, the 2 minutes on the
next page and then leaves the site.
How long does GA record for session duration?
A. 5m
B. 3m
C. 0m
1 Session
3m 2m
enter exit
B is Correct - 3m
- 37. M&M: Session Duration
●Problems
o Metric underestimates true session duration
o Bounced sessions have durations of 0
●Solutions
o Look at non-bounce visitors
o Goal tracking
- 39. M&M: No Filters
●Problems
o internal traffic can overestimate traffic numbers
●Solutions
o Create filters to exclude traffic from internal IP
address
o Also exclude traffic from “dev” sites
- 40. What else can Google Analytics Track?
●Goals!
o Newsletter signups
o Donations
o Sales Funnels
o 5 minute visits
o Any click on the site
●Events
o Outbound referrals
o Scroll depth
o Video interaction
- 46. Dig a little deeper...
Which keywords are driving the most
conversions?
ACTION: Tell marketing team team to pursue these for
higher quality traffic
- 52. Are mobile users happy?
Problem:
● Mobile bounce rate is unusually high
● It is more than 10% higher than the desktop bounce rate, our benchmark
- 53. Something on Mobile is Broken
Insight:
● Mobile experience is lackluster, people are less engaged
● People are less likely to interact the way we want
Solution:
● Talk to developers/QA team to discuss further mobile testing and theme
improvements.
- 57. Numbers are people too
How do we talk about #s internally?
1. There were 315 newsletter signups during the
month of September, an average of 10.5 per day.
2. In September, 10.5 people per DAY told us they
care about the cause and want to hear more about
our work.
3. During September, 315 people signed up to hear
more from us, this should lead to 31 new donors in
the next 6 months.
- 61. Whole Whale Resources
Google Resources - WholeWhale.com/Google
Tons of helpful training articles
Video Trainings - WholeWhale.com/TV
Free digital strategy YouTube series
Online course - WholeWhale.com/University
Google AdWords for Nonprofits
Nonprofit Podcast - WholeWhale.com/podcast
Stories of tech in the nonprofit world podcast
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Learn and Share!
Chat in one thing that you
learned in today’s webinar or will
try to implement.
Will you share this information
with your colleagues and within
your network?
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Editor's Notes
- TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers.
We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions.
- TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers.
We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions.
- Our work and our impact are worldwide.
Additional statistics showcasing TechSoup Global’s impact (data as of September 30, 2014):
14.1 million software and hardware donations to date
2,250 social innovation technologists and civil society activists convened monthly in 41 cities (22 countries) through TechSoup Global’s NetSquared Local groups
66,000 social media followers
79%of NGOs have improved organizational efficiency with TechSoup Global's resource offering*
57% of constituents have gained new skills using technology acquired from TechSoup*
* Source = survey conducted among TechSoup members in 2013
- -can also create segments
- google analytics gives you a cookie. not the soft and chewy kind.
- google analytics gives you a cookie. not the soft and chewy kind.
- -ask question. how is counted. not with person sitting there with stop watch
- -ask question. how is counted. not with person sitting there with stop watch
- -ask question. how is counted. not with person sitting there with stop watch
- -ask question. how is counted. not with person sitting there with stop watch
- -ask question. how is counted. not with person sitting there with stop watch
- -ask question. how is counted. not with person sitting there with stop watch
- -can also create segments
- Lesson: KISS, clean design, remove distractions
- -each of those 315 signups are the person from number 2
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