Your website tells a powerful story about your nonprofit’s supporters and donors. Google Analytics (a part of your Google Suite for Nonprofits) is key to unlocking that story and driving action, but you need to ask the right questions. In this webinar, David Bird of Bird's Eye Marketing (https://birdseyemarketing.com/) teaches the following: - How to install and set up Google Analytics - How to generate and read reports and dashboards - How to evaluate where your visitors are coming from - How to compare your most valuable website pages with your most popular pages

1. David Bird
Birdseymarketing.com
.. With Google Analytics

2.  Where did website visitors come from?
◦ SEO, Advertising, Social Media, etc.
 What did website visitors do?
◦ The pages users view
◦ The buttons users click
 Are people doing what you want them to do?
◦ Make a donation
◦ Become a volunteer
◦ Sign up for email list
◦ Engaging with your website

3.  Reading Reports
 Goals
 Events
 Campaign Tracking

4.  Small Company
 $300K marketing
budget
 Ugly, difficult website
 No leads

5.  Do you have Google Analytics on your website?
◦ Yes
◦ No
◦ I don’t know

6. 1. Go to: www.google.com/analytics
2. Complete registration form
3. You are provided a “Tracking ID” Screen

7. Techies Non Techies
Easier Way…..
Courtesy of
SiteScribe

9.  It’s installed – But you
are not done yet!

11.  AdWords Linking
 Audiences
 Canadian Search Engines
 Content Groups
 Currencies
 Ecommerce
 Filter in/out users
 Events
 Goals
 Site Search tracking
 Search Console Linking
 Views
 …….Lots More……..

12.  AdWords Linking
 Audiences
 Content Groups
 Events
 Filter in/out users
 Goals
 Search Console Linking
 Site Search tracking
 Views
 Check the settings you
have in your Google
Analytics

13.  AdWords Linking
 Audiences
 Canadian Search Engines
 Content Groups
 Currencies
 Ecommerce
 Filter in/out users
 Events
 Goals
 Site Search tracking
 Search Console Linking
 Views
 …….Lots More……..

14.  Most valuable website
traffic sources
 Most valuable pages

16. There are many things you want people to do…..
Images are thanks to: Visit Love Boice (Comment), Yankee-shelties (Contact), Globaicy
(Read our blog), Marketing Digit Pro (social like),

17.  “Tell” Google Analytics
……
These are
your goals

18.  Most valuable:
◦ Pages
◦ Traffic sources
It organizes
your data
around the
goals

22.  Acquisition
 Behaviour
 Conversions

23. How people find your website

24. The Impact of Goals

27. $2,500 / month

28. $2,500 / month

29. Without Goal With Goal

30.  Assume lots of traffic
means a lot of goal
achievements

31. The impact of data with goals

33.  Ranks the pages by
contribution to
achieving that goal
◦ Page with $0.35 is worth
more than one with $0.15
 Differentiates between
popular and valuable

36.  Copy of presentation
 PDF of instructions
 Demo Video
 Extras

37. 1. Admin (lower left side
menu)

38. 1. Admin (lower left side
menu)
2. View

39. 1. Admin (lower left side
menu)
2. Views
3. Goals

40. 1. Admin (lower left side
menu)
2. Views
3. Goals
a) +New Goal

42.  Duration / time on site  Pages / session
 Destination
◦ Specific Page on your
website
Thank you
Order confirmation
 Event
◦ Click on a Button, video,
download, link, etc.
◦ where web page does not
change

43. 1. Admin > Views > Goals
2. Click “Custom” (near the bottom)
3. Name the goal
4. Select goal type you need:
◦ Destination = specific page on your website (thank you, order confirmation)
◦ Pages / Session = viewed a specific number of pages
◦ Duration = spent a specific amount of time on your site
5. Follow the steps for the selected goal type
6. Insert a goal value
7. Save

44. Buttons, videos, downloads and more where
the page does not change

45.  Code on all pages
 Counts the pages
that are looked at.
◦ Provides statistics.

46.  Tracks the pageviews on
your website
◦ Works when the page
changes

48. Events must be “tagged” for Google Analytics to track them.

49.  Intallation
 Value of Goals in Google Analytics
 Setting Up Goals
 …. Now it’s over to you….

50.  Take time to get used to
Google Analytics
 Try what you learned
 Don’t be afraid to make
mistakes

51.  By Monday 8:00 p.m.
 Make 3 Goals:
1. Destination
2. Duration,
3. Pages / session
 Put a $1 value on each
 David Bird
 david@birdseyemarketing.com
 613-875-4987