Web reporting google analytics and the raiser's edge - chris geady - 20100520

Web ReportingGoogle Analytics and The Raiser’s Edge

05.20.2010 • Chris Geady

Chris Geady | Page #2 © 2010 Blackbaud

Web Reporting


Web Reporting

Web Reports

Google Analytics 101

Google “How To”

Google Analytics vs. Reporting in the CRM/CMS


Web Reporting

Google Analytics 101: What Is It?

Free, hosted web analytics tool

Shows how visitors find and use your site

Tracks performance of key words, ads, referring sites

Provides LOTS of tools and reports to analyze site

Extremely scalable – tools for novice to expert users


Web Reporting

How Does It Work?

Add JavaScript to bottom of layout/template in website, or use global administrative option

Anonymous· No personally identifiable information is

collected· Raw data not accessible to staff or 3rd parties

Caveats· Like everything else on the Internet, requires

users accept cookies· If user disables JavaScript, neither Google

Analytics nor BBNC/Sphere will work· No reporting tool is 100% accurate – focus on

trends and statistics

JavaScript snippet


Web Reporting

How Can This Work For You?

Getting Started

Setting Goals

Analyzing Results


Web Reporting

Getting Started

Getting Started· Creating an Account· Setting up your account· Using Code

Basic Overview· Executive Dashboard· Understanding Stats - # visitors, # page

views, # unique visitors, % bounce rate· Most Useful

• Top Sources• Top Content• Top Keywords• Bounce Rate• Top Exists• Conversion Goals


Web Reporting

Setting Goals

Goals (4 goals per site account)· Donation· Newsletter Subscription· Update Profile· New User Registration· Event Registration· Take Action· eCommerce Order· Other forms

Funnel· New User Registration· Update Profile· Newsletter Subscription· Donate


Web Reporting

Setting Goals (con’t)

Values· Cost of getting donor· Value of online registrant· Measurable Amount (# of visits = donation)

Reporting· What keywords resulted the most donations, new regs, subscriptions?· What page results with the most donations, new regs, subscriptions?


Web Reporting

Pop Quiz: What does the following mean?

High recency + low retention =

High traffic + high bounce rate =

High returning + low new =

High direct links + low referring links =

Specific keyword + high bounce rate =

Internal search keywords =

site is not “sticky”

no clear “call to action”

increase acquisition efforts

poor SEO / affiliate traffic

increase content quality

what visitors are looking for


Web Reporting

Limitations

Measuring impact and mission fulfillment· “Is my site helping people understand the issue of

hunger in Canada?”· “Do people actually like my blog post on my website?”

“Micro” tracking on an individual basis

Virtually unlimited data vs. limited organizational resources

CMS-specific considerations

Log File Analysis vs. Google Analytics


Web Reporting

Google “How To” (Involvement = Ownership)

You Cannot Manage What You Cannot Measure· The most important thing about Google Analytics is using Google Analytics. · Don’t drive blindly with your website strategy: allocate time, resources and staff training

accordingly.

Make Time & Schedule· Monthly meeting to review website stats, track metrics, “be the user”, and adjust

accordingly.· Use Google Analytics email reporting tool to send all staff to PDF stats (monthly).· Set up up custom reports for specific department/staff needs.

Understand and Use Intelligent and Custom Alerts· Email “Intelligent Alerts” to yourself – significant changes in data.· Use “Custom Alerts” – when a campaign metric and/or goal meets a certain threshold.


Web Reporting

Google “How To”

Be Aware of Product Limitations· Google Analytics does not use log files or track spiders. Consider using additional

reporting mechanisms and compare results, including Blackbaud NetCommunity Website Reporting.

· No reporting tool is 100% accurate· Info gathered is less about exact numbers; more about user behaviour patterns.

Understanding the Basics· What are your prime hours, days of week, and days of the month for visitor usage? · How many unique visitors, how often do they visit, for how long?· What are the most viewed pages? Are they consistently most viewed or do they

change weekly or monthly? · What are the least viewed pages? Consider revising, re-marketing or removing.· What search engines are most used, keywords searched, browsers being used?


Web Reporting

Google “How To”

Bounce Rate: percentage of visitors who visit one page only and leave.

Bounce Rate benchmarks:· 30% is considered normal and no action is needed.· 50% means you should consider reviewing data further

and make appropriate changes to page· 70% means the page is not retaining visitors and

something must be changed.

Filters for Bounce Rates:· Most Visited Pages· Top Entry Pages· “Important” pages (eg; donation form, registration form,

pages linked directly from email appeals and newsletters).

· Source & Keyword


Web Reporting

Google “How To”

Reacting to High Bounce Rates: Review specific page, source and keyword data and consider making changes such as:

· Content that better meets user expectations, is more easily visible or accessible· Consider better and more visible calls to action· Adjust keyword use to better define page content · Consider asking external sites to link to more appropriate pages

Google.com/AdWords


Web Reporting

Google “How To”

Set Goals & Funnels:· Try setting up 4 Goals in Google Analytics based on your organizations top 4 website

objectives.· Set up funnels to better understand the path your users are taking and where they get

lost along the way.

Make a Commitment to Learning:· Google Analytics provides a wealth of data and ways to view/use that data.· Spend 30 minutes a month to watch a video or read a blog, article or research piece

on using GA better.

For instance, try one of the following “experiments” with your site!· Link text: “Give” vs. “Donate” vs. “Support” · Visual design: Kids vs. Animals vs. Kids + Animals· Track and demonstrate the success of a campaign· Calculate the ROI for a campaign or other online initiative· Enhance search engine results


Web Reporting

More Info on Google Analytics

Google Analytics Tour (google.com/analytics) NetWits Think Tank (netwits.com – search for GA) Google Analytics on Wikipedia Google Blog (analytics.blogspot.com) Yes – there a “Dummies” book too!


Web Reporting

Where to Pull the Data From

Tracking the Basics – Use an excel spreadsheet to keep track off monthly and quarterly important data, including:

Basics(Google Analytics)

Transactional Data(GA Goals & CRM Data)

Influencing Factors(Organizational Data)

• Unique visitors• Page visits• Pages per visit• Length of visit• New vs Returning Visitors• Traffic Sources: Direct,

Referring or Search• Visits by days of week,

month and hours of day• Bounce Rate

• New User Registrations• Profile Updates• eCommunications Updates• Interest Updates• Donations• Event Registrations• Form Submission

• Email Appeals• Newsletters• Press releases• News articles• Events


Web Reporting

Reports in The Raiser’s Edge

Campaign/Appeal Performance Analysis

Gift Detail/Summary Reports

Pivot Reports

Custom Reports

Queries and Exports


Web Reporting

Let’s See it in Action

Google Analytics Overview

Reports in The Raiser’s Edge

Raiser’s Edge in 1987!


Web Reporting

Contact your Blackbaud Account Manager

Contact me with questions

Questions/More Information

Chris Geady800.443.9441 x3176

[email protected]

Web ReportingGoogle Analytics and The Raiser’s Edge

05.20.2010 • Chris Geady

Web reporting google analytics and the raiser's edge - chris geady - 20100520

Technology

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