03/15/2022 1 © 2015 All Rights Reserved Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Talley Wells, Atlanta Legal Aid Society, Inc. Mark Sherman, Nehmedia, Inc. Jillian Theil, Pro Bono Net
Aug 13, 2015
04/15/2023 1© 2015
All Rights Reserved
Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWordsTalley Wells, Atlanta Legal Aid Society, Inc.Mark Sherman, Nehmedia, Inc.Jillian Theil, Pro Bono Net
04/15/2023 2Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords
© 2015 All Rights Reserved
• A Novice Web Creator’s Perspective• Talley Wells – Atlanta Legal Aid Society, Inc.
• Nuts and Bolts of Analytics – Nehmedia• Mark Sherman – Nehmedia, Inc.
• Using Analytics with Pro Bono Net• Jillian Theil – Pro Bono Net
Outline of Presentation
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What is Analytics?
Tracks
• who visited (general demographics)
• when they visited• how often they visited • how long they visited• where they visited• much more
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Analytics: Project Background
• Grant to build OlmsteadRights.org• Three purposes
1) Tell people 2) Enable self-advocates3) Provide lawyers with info
• Applied for Google AdWords Grant• What we were looking for• What we found
Talley WellsAtlanta Legal Aid Society
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OlmsteadRights.org
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Why Analytics for OlmsteadRights.org
After we built OlmsteadRights.org
• Wanted to know who visited, how often visited, where they visited, what links downloaded, and what they liked.
• See if Social Media drew people to website
• Use Google AdWords with it.
• See what events drew people to website.
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Website: Initial Launch
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We want Visitors and Members!
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Facebook Ads
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Targeting Facebook Ads
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Targeted Litigation Director Email
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Google AdWords Ad Grants
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Making Successful Ads?!?!
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Analytics: Implementing Google Analytics
Perfect World Analytics
1) Identify goals of business2) Integrate goals into site with calls to action3) Setup web analytics to track goals4) Get traffic to site5) Measure goals as users visit the site6) Adjust design & content to improve goals 7) Rinse & Repeat
Mark ShermanNehmedia
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Analytics: Perfect World vs Real World
Perfect World• Design website with a focus on users and site objectives.
Focus on usability, layman’s terms that match search interest, calls to actions, and ways to engage that can be measured as goals.
Real World Analytics• Sites are usually developed by designers or developers and
typically fall short on user engagement, calls to action, and search engine optimization.
• Provided OlmsteadRights.org an audit of their site and recommendations to improve usability, engagement and goal tracking.
• Setup Google Analytics and Google Tag Manager to track goals, and created Google Analytics dashboards to monitor visitor activity.
Source: Plannersweb.com
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Analytics: Step 1 – Identify Goals of Site
Goal = Measurable, web-based (or something that can be fed-into tracking program), align with the goals of the organization.
For Olmstead Rights, these were the goals: 1) Join Olmstead Rights2) Resources in your state clicks3) File downloads4) Send email clicks
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Analytics: Step 2 – Integrate Goals into Site
• Typically Goals are NOT integrated into site design due to the focus on the look and stakeholder’s perception of the site.
• Ideally, a site should be designed with goals in mind as part of an initial website plan – what do you want the site to accomplish?– Business Card– Eye Candy– Informative/Educational– Lead Generation– eCommerce
• Regardless of state of a site, implement Google Analytics and start tracking what is actually happening. Provides a great source of insight to improve site functionality.
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Analytics: Step 3 – Setup Analytics
Setup Analytics & Goal Tracking
1) Installed Google Analytics (GA)*2) Installed Google Tag Manager (GTM)*3) Installed Google Webmaster Tools* 4) Instrumented goal completion tracking in GA
• Since OlmsteadRights.org was a probono.net site, these steps required probono.net support.
• LawHelp/probono.net, OpenAdvocate, and Custom Sites may require implementation help.
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Analytics: Step 4 – Get Traffic
Traffic = Real people visiting website
• Traffic comes from variety of sources: Google, Bing, Yahoo, Twitter, Facebook, advertising, etc.
• Some traffic is referrer spam (rogue bots and scammers trying to promote/sell/disrupt) and it’s not useful.– buttons-for-website.com, semalt.com, videos-for-your-
business.com– Filter out in Google Analytics – continuous process
• All traffic can be measured in Google Analytics
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Analytics: Google Ad Grant Program
Traffic Example #1: Google Ad Grant Program for Nonprofits • What it is: $10K/month free search
advertising from Google• People type in relevant search queries into
Google and a nonprofit ad shows up. People click and arrive at your website
• Some limitations apply• How to apply: www.google.com/grants
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Analytics: Google Ad Grant Program
• Allows you to spend up to $10K/month on search advertising
• $2.00/click limit• Also have access
to keyword planner tool
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Analytics: Google Keyword Planner
• For Disability related keywords ~250K searches/day in the US
• Could Spend $1.5K-$1.85K/day generating 1.4K-1.7K clicks with $2.00/click
• Requires focus, good landing pages, good ad copy
• May seem easy, but takes time, effort, and knowledge
• OlmsteadRights.org just starting campaign
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Analytics: Opportunity for Free Legal Services
• First glance, there are 2.5million searches/month in the US on Google for Free Legal Services, Pro Bono Lawyer, Pro Bono Legal services and related terms
• Average CPC around $2.60/click
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Analytics: Organic Search Traffic
Traffic Example #2: Organic Search • Build page content around core
terms, relevant to organization.• In time, these pages will help drive
organic (free) traffic from the search engines to your site.
• Work with an experienced search engine optimizer (SEO) consultant to get the most organic search traffic possible from your content.
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Analytics: Step 5 – Measure Traffic & Goals
Who’s coming to your site? (visitors)Are visitors doing what you want them to do? (goals)
Created Google Analytics dashboards to… • Highlight visitor attributes• Technology used on website• Traffic sources• Organic search details• Paid search details• Goals
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Analytics: Definitions
Key Definitions for Google Analytics (from support.google.com)
Sessions: A session is a group of interactions that take place on your website within a given time frame.
Unique Visitors: The Users metrics show how many users viewed or interacted with your site.
Bounce Rate: Bounce Rate is the percentage of single-page sessions
Conversion / Goal Completion: Goals measure how well your site or app fulfills your target objectives.
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Analytics: Step 5 – Measure Traffic & Goals
Visitor Dashboard – June 2015 Key Measurements• Traffic: Sessions,
Unique Visitors• GEO: Where are
they coming from• Country• State• City
• Engagement:• Bounce Rate, • Pages/Session/• Avg Session
Duration
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Analytics: Step 5 – Measure Traffic & Goals
Traffic Dashboard – June 2015 Key Measurements• Sources:• Facebook• Google• Twitter• Direct
• Channels:• Social• Organic• Direct• Referral
• Referrals• Sites that link to your
site and send users
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Analytics: Step 5 – Measure Traffic & Goals
Goals Dashboard – June 2015 Key Measurements• Goals – How many
people engaged• Joined• Emailed
• Which Channels Converted• Organic has highest
conversion rate• Direct has highest
numbers• Social has poor
conversions
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Sample Goal Analysis
• Compare Goal Completions by Channel• Social and Direct Drove Significant Goal
completions when initial Facebook Campaign run.• Now Organic and Paid Search starting to drive
Goal Completions at a higher conversion rate• Note as Traffic decreased, Engagement (Bounce
Rate, Pages/Session, Avg Session Duration) Increased indicating higher quality traffic
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Analytics: Step 6 – Adjust Design & Content
Adjust design• Clear, unique calls to action• Build more AdWords landing pages for more
keywords > focus design on applicable goalsAdjust content• Create more pages relevant to service focus• Provide engaging/informative content that will
serve current website visitors Reason: Get more goal completions for site
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Analytics: Step 7 – Rinse & Repeat
Rinse & Repeat• Review goals of business – at least monthly• Are goals reflected in site design• Confirm analytics is always tracking• Continue to explore ways to acquire traffic• Continue to monitor goals as users visit site• Adjust design & content to improve goals
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Analytics: Partnering with An Expert
To implement this work, find an expert who…
• Understands your organization’s goals• Understands Google Analytics• Can implement data-driven changes on your
website to improve your goals.
Nehmedia is a Google Analytics Partner & Google Partner.
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Google Analytics & Pro Bono Net Support
Jillian Theil
• Meta Tag info for Google Webmaster tools• Google Tag Manager snippet• Universal Analytics versions
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2015 LawHelp Analytics TIG with the Northwest Justice Project
• Expand support for Universal Analytics on LawHelp.org sites
• Develop a set of statewide website community dashboards in Universal Analytics to help programs better track and benchmark key metrics
• Leverage Universal Analytics and the LawHelp API to automate certain types of custom reports currently generated upon request by PBN’s tech team
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Analytics: Questions
Any Questions for… • Talley Wells – Atlanta Legal Aid Society
(404) 524-5811 / [email protected]• Mark Sherman – Nehmedia
(512) 828-6763 / [email protected]• Jillian Theil – Pro Bono Net
?