Google AnalyticsData Driven Decisions

• Understand what’s really happening on your website

• Reduce page and webform donor abandonment

• Improve your online donor conversion

• Increase the ROI of your online marketing

What we will cover today

Who’s coming to my site?

Questions

From where and when are they coming?

And

The reports in the Traffic Sources section

show you where your traffic is coming

from on the internet.

You can compare your traffic sourcesagainst each other to find out whichsources send you the highest qualitytraffic.

Traffic Sources

Traffic Sources

Visitor arrives to your site directly

Visitor comes from another site

Visitor comes from a search engine e.g. Google or Bing

Great news, I now know how people are getting to my site.....

Questions

But

Are they the right sort of people I want on my site?

What makes good traffic?

Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the

traffic was qualified.

So my traffic coming from search engines is good traffic.....

Questions

But

What keywords are people using to find me?

Great stuff, I now know where my good traffic comes from and how they are

finding my site....

Questions

But

What are they looking at once they get to my site?

So I now know once people get to my site what they are looking at.....

Questions

But

Are they donating?

In order to use ecommerce reporting, you’ll need to do three things:

1. Enable ecommerce reporting within your Analytics website profile

2. Make sure you’ve added the Google Analytics Tracking code to your receipt page

3. Add some additional ecommerce tracking code to your receipt page

Ecommerce Tracking Code

45Affordable, flexible – total ecommerce

Ecommerce Tracking Code

Ecommerce Tracking Code

_addTrans()

_addTrans()

• Begin with call to _addTrans() to establish a transaction• _addTrans() takes the following arguments:

_addItem()

_addItem()

• For each item that the visiotr purchases, call _addItem()• _addTrans() takes the following arguments:

_trackTrans()

_trackTrans()

• Sends both the transaction data and the item data

• Call this after the tracking code and after you’ve called addTrans() & add_addItem():

Secure Pages

Checkout on another domain?

Does your checkout process happen on a different domain from your shop?e.g. Does a user shop on www.mysite.com and checkout on www.securepayment.com?

Or does your checkout happen on a subdomain of your shop?e.g. Does a user shop on www.mysite.com and checout on payment.mysite.com?

If so you will need to use the following methods which either dotAgency or your

web development company can help you with:

My ecommerce tracking is now enabled and installed....

Questions

But

How does this help me?

So I now have some really helpful ecommerce reports in google

analytics....

Questions

But

What is my ROI?

Conclusions

£100

£100

Total = £200

Home £ Index = £200 / 4 pageviews = £50

Features £ Index = £200 / 2 pageviews = £100

I can now see what traffic is generating me a great donations....

Questions

But

What about the people I’m loosing during the donation process?

74Affordable, flexible – total ecommerce

81Affordable, flexible – total ecommerce

Goals VS Ecommerce

• A goal conversion can only happen once during a users visit• An ecommerce transactions can happen multiple time

during a users visit

• Example- You may have a goal setup on your site to track when

someone downloads a PDF and that download s goal value is set to £10. You will only see 1 goal per visit regardless to how many downloads the user made

- But if you tracked these downloads using ecommerce tracking, you will see as many transactions as there were downloads.

How people are getting to my site

Conclusions

How people are finding my site

What they are looking at

Who’s donating

And why some people aren’t donating

Thank you

Questions

Any questions?