bbcon 2016 - using google analytics as a fundraising powerhouse
TRANSCRIPT
Nonprofit Marketing & Fundraising
UX & Visual Design
Web & Mobile Development
Our ServicesPartnering with Leading Nonprofits Since 2001
About Us
Lead Digital Analyst
@jenboland
Lead Digital Analyst
@salsus
Jen Boland Sara Hoffman
#gafundraising
Agenda
• Identifying How Users Came To Your Site
• Basic Donations Tracking
• Learning More About Conversions
• Learning More About Tracking Non-Converting Traffic
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Default Channel Grouping
• URL typed directly into address bar, used a bookmark.
Direct Traffic
• Followed a link from another site
Referral Traffic
• Searched by typing in a keyword and clicking on a result (organic or paid).
Search Traffic
Your Marketing Efforts =
Your Campaigns
Definitions: Source / Medium
• The channel through which they came: referral, direct, search (organic or cpc), others
Medium
• Where they came from: the site with the link, the search engine
Source
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Elements of Campaign TrackingLinks in emails should all contain these URL parameters in order for Google Analytics to be able to identify email traffic. Otherwise, traffic would come in from mail.yahoo.com as a referral, for instance.
Campaign
Medium
Source
Content
Broadchannel, method,
publisher
Specific“place”, website, email campaign in Luminate,
“Who is delivering readers”Optional
Variant, test information, date/time, name of URL redirect
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giving-tuesday
thanksgiving
engagement
membership
social
twitter.com
facebook.com
instagram.com
cpc
Bing
Facebook.com
Paid Ads
Where these naming conventions and concepts came from – Google AdWords made the rules
AdWords - Auto TaggingGoogle AdWords will write your URLs for you… but Auto-tagging is turned off by default.
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Definitions: Campaign
direction, big idea, meet larger goalwhy are we targeting these sources
through these channels?for what purpose?
Create A Framework
Campaign Medium Sources
bbcon2016 social twitter.com
bbcon2016 email progressive-exchange
bbcon2016 print coaster
Bbcon2016 cpc Facebook.com
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Internal Documentation Is A MUSTGoogle Campaign Name
Internal Name Status Start / End Goals/Action /Content
renewal Default Renewal
evergreen - Identify series in content.
year-end End of Year Fundraising
annual Oct-Dec YOY Links should land on Donation Forms.
giving-tuesday Giving annual 1st Tues after Thanksgiving
Links should land on Donation Forms.
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Even Hillary Does It
https://www.hillaryclinton.com/donate/give-today/?amount=200&utm_source=sp&utm_medium=email&utm_campaign=201609
27hfa3_fr&utm_content=26634326-20160927-HFA2-qd%20(1)
Do Use
Vanity URLs for:Direct MailOffline AdsPSAs
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www.yourorganization.org/give turns into www.yourorganization.org/donate?utm_campaign=yearend&utm_source=aquisition&utm_medium=directmail&utm_content=AQ1234
Find ReportsStandard Reports - As Primary or Secondary Dimensions
Acquisition > All Traffic > Source/MediumAcquisition > Campaigns > All Campaigns
Advanced Segments
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Campaign Tracking Recap
• Redefine “Campaign” for YOUR organization
• Document and Follow a Framework
• Create and Use Segments in Google Analytics
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Think of Your Donation Form as Store
How do you report on Donations today?• By Form (Name - ID)?• By Issue Area?• By Designee?
$$$$$• Product Name• Product SKU• Product Category
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• Donation Form Name• Source Code
Product
• Donation Form Id• One-time vs Monthly• Center or Security Category Id
Product SKU
• One-time vs Monthly• Join, Renew
Product Category
Configuration Options
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Form Id – giving level - frequency3104-Bronze-Onetime
3104-Gold-Onetime
3104-Other-Onetime
3104-Bronze-Monthly
1234-Other-Onetime
3104-Silver-Onetime
3104-Bronze-Onetime
6868-Bronze-Onetime
3114-Gold-Onetime
5487-Bronze-Onetime
Transactions
Setting It Up
Go to Community for Code Samples
http://bfred.us/2cZoSmV - classic ga.js
http://bfred.us/2duWqOS - GTM
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Find ReportsWhat channels are converting more/less?Ecommerce > Overview > Change Top Revenue Sources to Source / Medium
What Donation Forms have the most conversions?Ecommerce > Overview > Product or Product Performance
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Key Takeaways:To sync up a “donation form/product” to a transaction, each use S120 tags to populate Google Analytics' Transaction ID.
It is searchable in Luminate Online.
Tracking Donations Recap
• Think About Your Donation Forms as Product in a Store
• Consider how to use Product Name, SKU and Category to provide meaning for you and your org
• Make sure to identify one-time vs monthly gift to help calculated fields make sense
• Bring in the Luminate Online Transaction Id for additional ways to look up transaction information
Learn More About Your Users and DonationsEnhanced eCommerceInternal PromotionsShopping BehaviorCheckout Analysis
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Makes adding eCommerce code easier
Tag OneAnalytics
Tag ThreeAdWords
Tag ThreeRemarketing
Tag FourFacebook
Installed into your website through one
tag snippet
Google Tag Manager
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Revenue & Transaction Tracking
• Security Category• Center or Chapter
Affiliation
• Event Type• Donation Effort
Brand
• One-time vs Monthly
Variant
• Join v Renew• Registration v Donation
Category
Helpful Enhanced Ecommerce Reports
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What onsite elements are driving users to donate or provide their email address? Which promotions received the most clicks or conversions, on what pages?Marketing > Internal Promotions
What donation forms are visitors reaching? What are the conversion rates on each donation form?Product Performance
Are my visitors reaching donation forms? What is my overall conversion rate? Where are users falling out the funnel?Shopping Analysis > Shopping Behavior
How far are users making it through the donation form?Shopping Analysis > Checkout Behavior
Internal promotion tracking allows you to see what content is driving clicks and conversion on your website.
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Requires helper script that looks for a specific class or ID on your ads or URL parameters that specify the ad’s name, creative, or position.
Ex: ?promo_name=MatchingGift& promo_creative=hero_space& promo_position=mainUse with a gtm event, ex: ‘event’ : ‘promotionImpression’
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Promotion Impressions
Check out step 1
Check out step 2
Check out step 3
Fire AddtoCartwhen user interacts with any donation form field
Product (Donation Form) Views
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Pass the Donation Form Name and ID in the donation form to make it easier to see which donation form is which.
Capturing Errorsvar $errors = $('.form-error');var labels = [];
if ($errors.length > 0) {$errors.each(function(){
var $this = $(this);var label = $this.find('label').text().replace(/:/g,'');labels.push(label);
});dataLayer.push({
'event' : 'formError', 'errors' : labels.join('|')
});}
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Session Recap• Campaign Tracking identifies traffic on your website related
to your marketing efforts
• eCommerce Tracking makes it rain $$$$$ in Google Analytics
• Enhanced Ecommerce, Internal Promotions and Event Tracking help you dig in to problems.• By Traffic Source• By Behavior
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Thank You!
@jenboland
@salsus
Jen Boland Sara Hoffman
#gafundraising
Did that leave you inspired, wired, or fired up?
Tell us in a session survey on the mobile app, and you’ll be entered to win a complimentary pass to bbcon 2017 in Baltimore!
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