How to Use a Website Tracking Tool to Improve Fundraising - presented for The Chronicle of Philanthropy Google Hangout, March 2014. Advance your group’s fundraising and outreach efforts with the use of functions and features of Google Analytics. Presentation in Prezi: http://prezi.com/tusij00l41vw/?utm_campaign=share&utm_medium=copy&rc=ex0share Recorded Google Hangout: https://www.youtube.com/watch?v=KnoF7_TvG6o Slide 2: Sometimes we come into Google Analytics implementations that were set up years ago. Do those goals and conversion metrics make sense for the day-to-day today? Did someone in another department forget that when you added that microsite/campaign last year that tracking needed to be updated across the other sites? Organize what your organization finds important. It might take a while, but it will get everyone on the same page. Slide 3: https://analyticsacademy.withgoogle.com Have meetings with other departments or teams to figure out how their daily tasks impact the greater goals and objectives. Read their marketing or business plans. Find the holes in process and tracking that you can help fix or fill with DATA! Slide 4: http://www.kaushik.net/avinash/pain-gain-web-analytics-nirvana-story/ http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ Don’t try and conquer this all at one time. Do it in phases it stages. - Start with a simple tag audit – is it installed everywhere? Is it installed correctly? - Do you have enough profiles/views to look at your traffic? - Are your current marketing efforts tracked via Campaign Tracking? Especially Email and Social posts! - Revenue – this isn’t top of mind for every organization, but an important one for all. - Save the fancy stuff for later Slide 6: http://www.lunametrics.com/blog/2011/09/08/4-steps-campaign-data-google-analytics/ Slide 7: This is for Convio eCommerce/Donation tracking: http://community.convio.com/t5/Luminate-Online/How-can-I-get-the-total-ecommerce-purchase-amount-from-the-S120/m-p/53550/highlight/true#M12174 If you are on a different fundraising platform, check with their support teams or FAQs. Slide 8: YouTube Video tracking: https://github.com/lunametrics/youtube-google-analytics Download Tracking: http://www.blastam.com/blog/index.php/2013/03/how-to-track-downloads-in-google-analytics-v2/ Fake or Virtual Pageviews: http://blog.kissmetrics.com/ga-virtual-pageviews/ Event Tracking in Flash: https://developers.google.com/analytics/devguides/collection/other/flashTrackingIntro Slide 9: Avinash Kaushik | Evolve Intelligently: Achieve Web Analytics Nirvana, Successfully http://www.kaushik.net/avinash/pain-gain-web-analytics-nirvana-story/ In other words, let Avinash be your guide. He won’t steer you wrong! Slide 10: Some of the tactics to track rich media will already include event tracking, but you can really strike a cord with implementing Event Tracking on your core templates

1. Grow a Digital
Analytics Tree
How to Use a Website Tracking Tool to Improve
Fundraising
March 4, 2pm
Chronicle of Philanthropy Google Hangout
Sara Hoffman | World Wildlife Fund
Picture: F6601ltif | djandywdotcom |Creative Commons

2. Foundation
•What are your core Business
Objectives?
•Does your current GA Admin set up
and JavaScript code make those
objectives measurable?
•Make it a measurement plan
Picture: Dinosaurs From Chicken Eggs | craigdamlo | Creative Commons

3. 5 steps of a measurement plan
Picture: After The Rain ~ Horehronie, Slovaki | msojka | Creative Commons
Screenshot: Google Analytics Academy Digital Fundamentals | Unit 2.4, Creating a
Measurement Plan

4. Stages
• Javascript tag -- EASY!
• Configure Settings/ Administration
• Campaign Tracking
• Revenue
• Rich Media – flash, widgets
Picture: Project 50 #33 - Watering Can | kriztofor | Creative Commons

5. Configure Settings
• Create Profiles using Filters
• Remove internal staff
• Any cross-domain action??
• Configure Internal Site Search
• Search Categories?
• Set Goals - CONVERSION!!
• Work with Upper Management
• Work with writers, implementers, etc
• Configure those goals within the code/sites!
Picture: Greeningthe Blue | rabiem | Creative Commons

6. Campaign Tracking
Build off the AdWords foundation:
It's all about attribution -- Create a Framework
Picture: Tree canopy | tscott | Creative Commons

7. Revenue
•You collect $$, right? Make it work for you!
• _addItem(transactionId, sku, name, category,
price, quantity)
• _addTrans(transactionId, affiliation, total, tax,
shipping, city, state, country)
• _trackTrans()
Turn traditional E-Commerce into your
donations.
Picture: Canopy | basilisksam | Creative Commons

8. Rich Media
There's a plugin for that:
•Videos
•Document downloads
•Create Fake Pageviews if URL doesn't change
•Flash (ewww)
Picture: Pomegranatesat Casa de Mari - 10/10/10| marismith | Creative Commons

9. Avinash Kaushik | Evolve Intelligently: Achieve Web Analytics Nirvana, Successfully
Picture: DSC08242 | captkodak | Creative Commons

10. Evolution and Maintenance
•Work on Micro Goals
•Social Shares
•Event Tracking
•Create New Business Processes
Picture: Above the Rainforest canopy | buster-and-bubby | Creative Commons

11. Thanks!
Check out the notes embedded in slides for more details, resources and how-to’s.
Cool.