Analytics for Nonprofits Connecting Your Website to Your Mission and Goals
Analytics for NonprofitsConnecting Your Website to Your Mission and Goals
Follow the Trends
The Mandatory Dictionary Definition:Web Analytics is the measurement, collection analysis and reporting of internet data for the purpose of understanding and optimizing web usage.
Got it?
ABO Framework
Acquisiton “What are we doing to attract traffic?”
Behavior “What happens when people land on the site?”
Outcomes“What was the impact on our mission and goals?”
COUNT PAGEVIEWS
KEEP CALM
Acquisition Terms & MetricsTerm/Metric DefinitionPageview Display of a complete webpageVisit Series of pageview from one visitor
within 30-minutesSource/Medium Where the visitor came to your site
from - Organic Found you on a search engine - Direct Typed your URL in the browser - Referral Clicked over from a link on another
siteSegment Any group of users who share some
characteristic (eg ‘Mobile Users’)CPA Cost per Acquisition
Why Acquisition Matters Explains WHY people are coming to your
site Can help you measure your efforts to
grow your traffic Demonstrates WHICH PEOPLE are
coming to your site Shows WHAT IS YOUR STRONGEST
CONTENT
Behavior Terms & MetricsTerm/Metric DefinitionBounce Rate The % of visitors who viewed only one
page and didn’t interact further.“I came. I puked. I left.”
Time on Site / Length of Visit
The amount of time a visitor spent during one visit on the site
Page Depth /Depth of Visit
The number of pages that make up a single visit
Exit Pages The last page in a visitLoyalty # of times a visitor visits the websiteRecency How long has it been since the last
visit?
Why Behavior Matters Are people SEEING WHAT THEY ARE
EXPECTING when they come to you? How do people ACTUALLY USE your site? Are you building a RELATIONSHIP with
users? Can you LEVERAGE YOUR TRAFFIC
better?
More on Bounce RatesBenchmarks 40-60% Content websites 70-98% Blogs 70-90% Landing pages
Insight A positive experience can STILL be a
bounce, eg articles, contact us pages
Outcomes Terms & MetricsTerm/Metric DefinitionGoals A webpage or event that you define
as connected to a business objectiveConversions The number of times or the rate of
goal achievementFunnel The collection of steps/pages from
entry page to goal completionAbandonment Rate
The rate at which people leave a funnel before goal completion
Goal Value A $ value you define for a goal conversion
A Funnelon GoogleAnalytics
Be Trendy!It’s not about thenumbers, it’s about the trends! Changes in key metrics will show over
time You can’t control the news Look to rates (conversions, bounces) not
averages and totals
What’s the Point of Analytics?
“When you two have finished arguing your opinions, I actually have data.”
Isaac [email protected](917) 859-0151Need more help?Get an hour of tech consulting, on us.