Pinpoint, Prepare, and Perform with Web Analytics

Katie VojtkoMarketing Specialist, DonorPro by TowerCare Technologies

kvojtko@towercare.com| towercare.com

A Few Questions to Get Started

● What online tools does your nonprofit use (website, email, social media, etc.)?

● What are some of your challenges and issues with online analytics?

● What kind of tools/information are you looking to gain from this morning?

What to Expect:

1. Google Analytics (~1 hour)2. Break (~15 minutes)3. Email Analytics, Mail Chimp & Constant

Contact (~30 minutes)4. Social Media Analytics & Tools (~45

minutes)

Questions, Conversation, and Story/Advice Sharing are Encouraged!

Google Analytics, What is It?

Google Analytics is a powerful tool that analyzes:

● Website Traffic ○ Where visitors come from○ How they are navigating to your site

● Conversions● E-commerce● AdWords Performance

Basics:

VisitsVisits are the number of sessions that occur on your website. A visit is, as close as possible, one person who views one or more pages on the site. If the same person comes back, that’s two visits.More visits to a site equates, basically, to more “traffic” and, potentially, more people in general seeing the site.

Basics:

PageviewsPageviews are the number of pages on your site that were viewed. Generally, each link you click takes you to a new page. If, in one month, 1,000 people went to the homepage, clicked on an article, clicked on another article, and then went elsewhere, that month would have 3,000 page views.

Basics:

Pages/visitDividing total page views by total visits gives the average number of pages that are viewed per visit. Blog-type sites typically have a pages/visit number between 1.5 and 2.An increasing pages/visit number shows that visitors are clicking on more pages on the site per visit.

Basics:

Bounce rateThe bounce rate is the percentage of people who see one page and leave the site (essentially “bouncing” off of a page).

Bounce rate is affected by the same things that the pages/visit number is: site design, reader engagement, availability of related content, etc.

Basics:

% New VisitsThis is the percentage of the total visits that came from new visitors.

Though potentially inaccurate, this is a number whose trends are useful to watch. An increase in % new visits could be an indication of extended online influence while a decrease could mean improved reader engagement.

Configurations

● Filters

● Adding Profiles

● Custom Segmentation

● Goals

● E-Commerce Tracking

My Most Used Filters

● Exclude all traffic from a domain

My Most Used Filters

● Exclude Traffic from an IP Address

Configurations

● Filters

● Adding Profiles

● Custom Segmentation

● Goals

● E-Commerce Tracking

Adding Profiles

From Google:

"The profile for an Analytics Account is the gateway to the website reports: it determines which data from your site appears in the reports. When considering profiles and how they work, first remember that an Analytics account can track a single web property, or track many web independent properties, as illustrated in the overview above."

Use profiles when filtering your data: Leave a master (nonfiltered profile) and a profile for each filter.

Configurations

● Filters

● Adding Profiles

● Custom Segmentation

● Goals

● E-Commerce Tracking

Advanced/Custom Segmentation

From Google:

"Advanced Segments allow you to isolate and analyze specific kinds of traffic. For example, you might create a segment that only includes visits from purchasers. You can then browse through your Analytics reports, viewing data only for this segment or even comparing it side by side with data from other segments or data from all visits."

Custom Segmentation vs Filters

● Examine historical (ex: last month's) data for an advanced segment, even if created today. A filtered profile will only contain data from the date created.

● You can see and compare multiple advanced segments side by side in reports. In contrast, you can only view data for one filtered profile at a time.

● A filtered profile is usually the best choice if you want to always exclude a certain kind of traffic from your analysis.

● If you want to limit some users' access to only a subset of data, you should set up filtered profiles.

Advanced/Custom Segmentation

Configurations

● Filters

● Adding Profiles

● Custom Segmentation

● Goals

● E-Commerce Tracking

Kinds of Goals:

Goals and Funnels are a versatile way to measure how well your site or app fulfills your target objectives. Examples:

● Conversion Rate

● Reports

● "Thank You" Page

● Contact / Buy / Download / Register

Types of Goals:

● URL Destination: A specific location, like a web page, has loaded. For example, a Thank you for registering! web page may be a destination.

● Visit Duration: Visits that lasts a specific amount of time or longer. You could use this Goal to determine how many visitors stay longer than two minutes on a designated screen.

● Page/Visit: A visitor views a specific number of pages or screens in a visit.

● Event: A visitor triggers an action you’ve defined as an Event, like a social recommendation or an ad click.

Configurations

● Filters

● Adding Profiles

● Custom Segmentation

● Goals

● E-Commerce Tracking

Reporting and Settings

● Dashboard/Home

● Standard Reporting

● Custom Reporting

● Admin

● Help

Dashboard

Dashboard

● Configurable widgets● Snapshot of your activity

Reporting and Settings

● Dashboard/Home

● Standard Reporting

● Custom Reporting

● Admin

● Help

Standard Reporting

Reporting and Settings

● Dashboard/Home

● Standard Reporting

● Custom Reporting

● Admin

● Help

Custom Reporting

A custom report is a report that you create. You pick the dimensions (City and Browser, for example) and metrics (Visits, Pageviews, and Bounce Rate, for example) and decide how they should be displayed.

Custom Reporting

Reporting and Settings

● Dashboard/Home

● Standard Reporting

● Custom Reporting

● Admin

● Help

Use the Admin Tab to:

● Add users

● Access your tracking code

● Add goals, filters, segments

● Set up custom alerts

● Schedule email updates

Reporting and Settings

● Dashboard/Home

● Standard Reporting

● Custom Reporting

● Admin

● Help

Help

Help

● Google Analytics provides a very comprehensive and up-to-date help section. Easy to navigate.

● YouTube is also a wealth of free video tutorials. *Be sure to check the date of the videos: you don't want to be learning from a 2-3 year old tutorial!

Email Marketing Analytics

Key Email Marketing Metrics

1. Bounce Ratea. Soft Bounce: Server error or full inbox; message will

eventually be receivedb. Hard Bounce: Undeliverable (bad email address)

2. Delivery Ratea. Indicator of a spam filter problem

3. Click Ratea. This tells you who your recipients are, and what they

want from your emails in the future4. Conversion Rate

a. Rate of how many people completed an actionb. This is the ultimate gauge as to how well your email

performed

https://login.mailchimp.com/

https://login.constantcontact.com/login/login.sdo?goto=https%3A%2F%2Fwww.constantcontact.com%2Fprocessing_login.jsp

Social Media Analytics

Insights -- How you can better plan and tailor your activity for the audience you're attempting to reach.

Content Development -- Strategize your content and voice to meet your audience

Measurement -- Identifying tools and resources to help you measure your reach and improve

Pinpoint -- #1 Don't Be Blind.

1. Understand your audience2. Familiarize yourself with the culture and standards of the network:

○ Information based vs Opinion/Thought based○ Regular "RTs"○ Conversational tone?○ Mentions, credit, and #FF?

3. Know the influential people within your network

Pinpoint -- #2 Identify Your Platforms

You Can't Do It All :-)

Pinpoint -- #3 Know Your Voice

My Advice:

Identify the main themes and topics that you plan to consistently talk about. Of those topics, 80% of your social media activity should convey YOUR BRAND.

Tools to Help Pinpoint -- SocialBro

...isn't a one-time deal.

It takes continued awareness and mindfulness about the voice, content, and personality that

you're sharing with the world.

Preparation...

Preparation -- #1 Plan Ahead

Preparation -- #2 Keep Lists

Preparation -- #3 Keep Current

Don't be left in the dust by not knowing what's happening the world. Use email, blogs, news sites, journalists, and authoritative accounts to keep up with news in your industry.

Part III -- Perform

Perform -- Tip #1

Provide useful information that's related to your brand, company, work, expertise, interests, etc.

Don't diverge too much - your followers may become confused or frustrated by your clutter.

Perform -- Tip #2

Post Regularly.

Decide what's right for you and your audience.

DO NOT: Post irregularly or rarely (less than once a week).

Perform -- Tip #3

Remember, everyone likes a laugh.

Perform -- Tip #4

Get people thinking. Provide insight.Spark a conversation. Make people feel good.

Perform -- Tip #5

Be helpful and responsive

This tip applies to both individuals and companies - reply to mentions, answer questions -- BE SOCIAL

Putting It All Together -- How to Determine Your Success

Want to stay relevant? Trusted? Useful?

Use the following metrics to ensure that you stay on track:

Here's the data that I care about...

● Click Count● Mention & RT Count● What links and topics are most engaging● If day/time affected engagement● Time spent on website● Influencers who follow/mention/RT

Buffer (website & plugin/extension)

Hootsuite

Google Analytics Social

Facebook Insights

Bitly

RECAP:

Start : Understand your goals and purpose on social media. Know what platforms make sense (you can't do them all!).

Make it Happen : Develop a voice, follow influential accounts, plan for regular posting.

Measure : Know what's working and what isn't. Tweak and adjust (you'll have to often).

Pinpoint, Prepare, and Perform with Web Analytics

Katie VojtkoMarketing Specialist, DonorPro by TowerCare Technologies

kvojtko@towercare.com| towercare.com