How to use Google Analytics for your nonprofit.

1. Chris Middings
Founder & President, NPG
cmiddings@gmail.com
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For Nonprofits

2. About NPG
NPG specializes in creating and
administering Google Ad Grants
accounts for nonprofits
NPG creates customized search engine
and social media marketing solutions to
amplify nonprofits' missions, visions,
and goals
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3. Google Analytics
 Learn about your website visitors
 Where are they?
 How did they get to your site?
 Why did they come?
 Where do they go?
 How frequently do they come?
 What are they using to get there?
 Are they doing what you want them to do?
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4. Where are they?
 Regional organizations may be surprised to see
traffic from another part of the country
 National or international organizations may find areas
with a lot or very few visitors
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5. Where are they?
 What to do with this information
 Know the geographic concentration of your visitors
 Consider adjusting your marketing, events,
fundraising, and volunteer strategies accordingly
 Use your Google Grant to gain traffic where you
want it
State, City, Zip, Radius geo-targeting
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6. How did they get to your site?
 Look at traffic sources
 Focus on those that drive quality traffic
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7. How did they get to your site?
 What to do with this information
 Evaluate your efforts to drive traffic to your site
 Can you increase good quality traffic?
More frequent emails
More/Different social posting
More and/or better positioned links on other
sites
 Are there disconnects?
Spending time/money for poor quality traffic
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8. Why did they come?
 What search terms did they use?
 What links did they follow?
 What did they search for once they arrived?
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9. Why did they come?
 What to do with this information
 Is your website focusing on the right keywords?
 Search Engine Optimization
 Can you get more traffic from good referrers?
 Can you improve your on-site search?
 Design your homepage to focus on what your
visitors are already looking for
 Also include new things they might not be
aware of yet
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10. Where do they go?
 Which pages are popular?
 Might be what people are interested in
 Might be where the design of your site leads them
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11. Where do they go?
 What to do with this information
 Remove links or topics from the homepage that do
not get traffic
Makes room for what people are looking for
 If a blog post is popular, reuse it
Email newsletter
Social Media
 Become a more data-driven organization
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12. How frequently do they come?
 Weekly to read updates?
 Once a year to sign up for an event or donate?
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13. How frequently do they come?
 What to do with this information
 Does this frequency make sense for your
organization?
 Try more frequent engagement
Brainstorm ways to create unique content on a
regular basis
Use social media to engage people daily or
weekly
Evaluate email newsletter frequency
Once a year vs ongoing fundraising
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14. What are they using to get
there?
 Desktop?
 Mobile?
 Tablet?
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15. What are they using to get
there?
 What to do with this information
 If 1/3 or more of your traffic is mobile, is it worth
making your site mobile-friendly?
 Test your site on different devices
It should display well for the majority of users
 Poor rendering affects all your data
Time on Site
Pages per Visit
Conversions
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16. Are they doing what you want
them to do?
 What Are Your Website’s Goals?
 Ecommerce
 Sign Up
 Download
 Donation
 Education
 Recruit Volunteers
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17. Are they doing what you want
them to do?
 Every nonprofit needs to define a measurement plan
to better understand their performance
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source: cutroni.com

18. Are they doing what you want
them to do?
source: cutroni.com
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 Defining targets for each of your KPIs/Segments provides
context to the performance of your business

19. Are they doing what you want
them to do?
 If you meet or exceed your targets you should ask
yourself “Why did it work?”
 If you miss your targets you should ask yourself “Why
didn’t it work?”
 Many times looking at the performance of your
segments, and applying additional segmentation, will
lead to the answer
 More here:
http://cutroni.com/blog/2013/04/22/measuring-the-non-pr
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source: cutroni.com

20. Lots More Data:
Conversion Paths
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21. Lots More Data:
Multi-Channel Funnels
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22. Chris Middings
Founder & President, NPG
cmiddings@gmail.com
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For Nonprofits