Web ReportingGoogle Analytics and The Raiser’s Edge
05.20.2010 • Chris Geady
Chris Geady | Page #2 © 2010 Blackbaud
Web Reporting
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Web Reporting
Web Reports
Google Analytics 101
Google “How To”
Google Analytics vs. Reporting in the CRM/CMS
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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
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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
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Web Reporting
How Can This Work For You?
Getting Started
Setting Goals
Analyzing Results
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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
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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
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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?
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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
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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
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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.
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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?
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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
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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
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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
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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!
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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
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Web Reporting
Reports in The Raiser’s Edge
Campaign/Appeal Performance Analysis
Gift Detail/Summary Reports
Pivot Reports
Custom Reports
Queries and Exports
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Web Reporting
Let’s See it in Action
Google Analytics Overview
Reports in The Raiser’s Edge
Raiser’s Edge in 1987!
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Web Reporting
Contact your Blackbaud Account Manager
Contact me with questions
Questions/More Information
Chris Geady800.443.9441 x3176
Web ReportingGoogle Analytics and The Raiser’s Edge
05.20.2010 • Chris Geady