Google Analytics is a service that allows you to track and monitor the behaviour of visitor to your website. It is an incredibly useful tool when used to its full potential – the understanding and application of Analytics is considered part of a Basic Digital Skills Framework.
Here are 5 ways for charities to get the most out of Google Analytics:
Tracking Your Visitors
Google Analytics lets you view how visitors are reaching your website. This allows you to see which channels are most valuable in terms of acquisition and to validate their performance. Aside from how many people have landed directly, you’re able to see how much traffic comes from the organic search – read more about implementing SEO to improve your search ranking. You can see the influence of your emails and percentage of visitors that can be attributed to your campaigns. If you run display ads or PPC such as Google AdWords, again you can view their impact on traffic. Analytics will also tell you the individual referral domains, helping to identify sources that thrive or need attention.
Monitoring Their Behaviour
Once visitors are on your website, what are they doing? You have access to lots of useful top-line metrics such as page views, duration and bounce rate. Dig a little deeper and you can see individual page views, where visitors land, where they’re exiting etc. There’s even a behaviour flow function that allows you to see the most popular routes taken through your website. This is really useful to identify any obstacles or hiccups with your user journey and experience.
CTAs, Goals and Conversions
Goals allow you to record the completion of specific events or actions. This removes the need to constantly review and decipher the different metrics in play to view your results. You can track how many people reach a specific page, how many supporters click from an email or how many donations are made via your website. Use your own objectives, set the goals to suit and see, at a glance, how your website is performing.
Experiments and Testing
The data in Google Analytics allows you to monitor and validate the results of any content testing. You could be trialling different buttons and placement on your donation page to see the effect it has on conversions. You could test variations of content, design or even entirely different landing pages. The Experiments feature allows you to serve your different variations at random to all visitors and will then output a report showing you how they’ve performed. Use this to make decisions and optimise your website going forward.
Google Data Studio
Google Data Studio is a free tool that integrates with your Analytics account, allowing you to visualise your data with real-time reports and dashboards . You can combine information from different sections and views, tailoring each report to suit a specific purpose. Potential reports could include one for top line stats, one for each email campaign, tracking clicks and donations or one that monitors your different PPC traffic and success.
Get In Touch
Let us know if you’d like our help setting up and managing Google Analytics for your charity. To start, we can set up script and code required to get you up and running and implement it as your content updates and expands. We can also monitor, interpret and understand your data, helping you set and track goals to evaluate and maintain progress.