Learn how to use Google Analytics to extract the data that you need to make data driven decisions to improve your website conversions.

1. Google Analytics Data Driven Decisions

2. 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

3. Who’s coming to my site? Questions And From where and when are they coming?

4. The reports in the Traffic Sources section show you where your traffic is coming from on the internet. You can compare your traffic sources against each other to find out which sources send you the highest quality traffic. Traffic Sources

5. Traffic Sources Visitor arrives to your site directly Visitor comes from another site Visitor comes from a search engine e.g. Google or Bing

16. 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?

17. What makes good traffic? Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the traffic was qualified.

22. So my traffic coming from search engines is good traffic..... Questions But What keywords are people using to find me?

29. 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?

43. So I now know once people get to my site what they are looking at..... Questions But Are they donating?

44. In order to use ecommerce reporting, you’ll need to do three things: Enable ecommerce reporting within your Analytics website profile Make sure you’ve added the Google Analytics Tracking code to your receipt page Add some additional ecommerce tracking code to your receipt page Ecommerce Tracking Code

45. 45 Affordable, flexible – total ecommerce

48. Ecommerce Tracking Code

49. Ecommerce Tracking Code

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

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

52. _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():

53. Secure Pages

54. 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:

55. My ecommerce tracking is now enabled and installed.... Questions But How does this help me?

66. So I now have some really helpful ecommerce reports in google analytics.... Questions But What is my ROI?

72. Conclusions £100 Total = £200 £100 Home £ Index = £200 / 4 pageviews = £50 Features £ Index = £200 / 2 pageviews = £100

73. 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?

74. 74 Affordable, flexible – total ecommerce

82. An ecommerce transactions can happen multiple time during a users visit

83. Example

84. 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

89. 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

90. Thank you Questions Any questions?