Dec 5 presentation at the Bayer Center for Nonprofit Management. The 3-hour course included website, social, and email metric lessons. Nonprofit professionals from the Pittsburgh region were in attendance.

1. Pinpoint, Prepare, and
Perform with Web Analytics
Katie Vojtko
Marketing Specialist, DonorPro by TowerCare Technologies
kvojtko@towercare.com | towercare.com

2. A Few Questions to Get Started
● What online tools does your nonprofit use
(website, email, social media, etc.)?
● What are some of your challenges and
issues with online analytics?
● What kind of tools/information are you
looking to gain from this morning?

3. What to Expect:
1. Google Analytics (~1 hour)
2. Break (~15 minutes)
3. Email Analytics, Mail Chimp & Constant
Contact (~30 minutes)
4. Social Media Analytics & Tools (~45
minutes)
Questions, Conversation, and Story/Advice
Sharing are Encouraged!

4. Google Analytics, What is It?
Google Analytics is a powerful tool that
analyzes:
● Website Traffic
○ Where visitors come from
○ How they are navigating to your site
● Conversions
● E-commerce
● AdWords Performance

5. Basics:
Visits
Visits are the number of sessions that occur on
your website. A visit is, as close as possible,
one person who views one or more pages on
the site. If the same person comes back, that’s
two visits.
More visits to a site equates, basically, to more
“traffic” and, potentially, more people in general
seeing the site.

6. Basics:
Pageviews
Pageviews are the number of pages on your
site that were viewed. Generally, each link you
click takes you to a new page. If, in one month,
1,000 people went to the homepage, clicked on
an article, clicked on another article, and then
went elsewhere, that month would have 3,000
page views.

7. Basics:
Pages/visit
Dividing total page views by total visits gives
the average number of pages that are viewed
per visit. Blog-type sites typically have a
pages/visit number between 1.5 and 2.
An increasing pages/visit number shows that
visitors are clicking on more pages on the site
per visit.

8. Basics:
Bounce rate
The bounce rate is the percentage of people
who see one page and leave the site
(essentially “bouncing” off of a page).
Bounce rate is affected by the same things that
the pages/visit number is: site design, reader
engagement, availability of related content, etc.

9. Basics:
% New Visits
This is the percentage of the total visits that
came from new visitors.
Though potentially inaccurate, this is a number
whose trends are useful to watch. An increase
in % new visits could be an indication of
extended online influence while a decrease
could mean improved reader engagement.

10. Configurations
● Filters
● Adding Profiles
● Custom Segmentation
● Goals
● E-Commerce Tracking

11. My Most Used Filters
● Exclude all traffic from a domain

12. My Most Used Filters
● Exclude Traffic from an IP Address

13. Configurations
● Filters
● Adding Profiles
● Custom Segmentation
● Goals
● E-Commerce Tracking

14. Adding Profiles
From Google:
"The profile for an Analytics Account is the gateway
to the website reports: it determines which data from
your site appears in the reports. When considering
profiles and how they work, first remember that an
Analytics account can track a single web property, or
track many web independent properties, as
illustrated in the overview above."
Use profiles when filtering your data: Leave a master
(nonfiltered profile) and a profile for each filter.

15. Configurations
● Filters
● Adding Profiles
● Custom Segmentation
● Goals
● E-Commerce Tracking

16. Advanced/Custom Segmentation
From Google:
"Advanced Segments allow you to isolate and
analyze specific kinds of traffic. For example, you
might create a segment that only includes visits from
purchasers. You can then browse through your
Analytics reports, viewing data only for this segment
or even comparing it side by side with data from
other segments or data from all visits."

17. Custom Segmentation vs Filters
● Examine historical (ex: last month's) data for an
advanced segment, even if created today. A filtered
profile will only contain data from the date created.
● You can see and compare multiple advanced segments
side by side in reports. In contrast, you can only view
data for one filtered profile at a time.
● A filtered profile is usually the best choice if you want to
always exclude a certain kind of traffic from your
analysis.
● If you want to limit some users' access to only a subset
of data, you should set up filtered profiles.

18. Advanced/Custom Segmentation

19. Configurations
● Filters
● Adding Profiles
● Custom Segmentation
● Goals
● E-Commerce Tracking

20. Kinds of Goals:
Goals and Funnels are a versatile way to
measure how well your site or app fulfills your
target objectives. Examples:
● Conversion Rate
● Reports
● "Thank You" Page
● Contact / Buy / Download / Register

21. Types of Goals:
● URL Destination: A specific location, like a web page,
has loaded. For example, a Thank you for registering!
web page may be a destination.
● Visit Duration: Visits that lasts a specific amount of
time or longer. You could use this Goal to determine
how many visitors stay longer than two minutes on a
designated screen.
● Page/Visit: A visitor views a specific number of pages
or screens in a visit.
● Event: A visitor triggers an action you’ve defined as an
Event, like a social recommendation or an ad click.

22. Configurations
● Filters
● Adding Profiles
● Custom Segmentation
● Goals
● E-Commerce Tracking

23. Reporting and Settings
● Dashboard/Home
● Standard Reporting
● Custom Reporting
● Admin
● Help

24. Dashboard

25. Dashboard
● Configurable widgets
● Snapshot of your activity

26. Reporting and Settings
● Dashboard/Home
● Standard Reporting
● Custom Reporting
● Admin
● Help

27. Standard Reporting

28. Reporting and Settings
● Dashboard/Home
● Standard Reporting
● Custom Reporting
● Admin
● Help

29. Custom Reporting
A custom report is a report that you create. You
pick the dimensions (City and Browser, for
example) and metrics (Visits, Pageviews, and
Bounce Rate, for example) and decide how
they should be displayed.

30. Custom Reporting

31. Reporting and Settings
● Dashboard/Home
● Standard Reporting
● Custom Reporting
● Admin
● Help

32. Use the Admin Tab to:
● Add users
● Access your tracking code
● Add goals, filters, segments
● Set up custom alerts
● Schedule email updates

33. Reporting and Settings
● Dashboard/Home
● Standard Reporting
● Custom Reporting
● Admin
● Help

34. Help

35. Help
● Google Analytics provides a very
comprehensive and up-to-date help section.
Easy to navigate.
● YouTube is also a wealth of free video
tutorials. *Be sure to check the date of the
videos: you don't want to be learning from a
2-3 year old tutorial!

37. Email Marketing Analytics

38. Key Email Marketing Metrics
1. Bounce Rate
a. Soft Bounce: Server error or full inbox; message will
eventually be received
b. Hard Bounce: Undeliverable (bad email address)
2. Delivery Rate
a. Indicator of a spam filter problem
3. Click Rate
a. This tells you who your recipients are, and what they
want from your emails in the future
4. Conversion Rate
a. Rate of how many people completed an action
b. This is the ultimate gauge as to how well your email
performed

42. Social Media Analytics
Insights -- How you can better plan and tailor
your activity for the audience you're attempting
to reach.
Content Development -- Strategize your
content and voice to meet your audience
Measurement -- Identifying tools and
resources to help you measure your reach and
improve

43. Pinpoint -- #1 Don't Be Blind.
1. Understand your audience
2. Familiarize yourself with the culture and
standards of the network:
○ Information based vs Opinion/Thought based
○ Regular "RTs"
○ Conversational tone?
○ Mentions, credit, and #FF?
3. Know the influential people within your
network

44. Pinpoint -- #2 Identify Your Platforms
You Can't Do It All :-
)

45. Pinpoint -- #3 Know Your Voice
My Advice:
Identify the main themes and topics that you
plan to consistently talk about. Of those topics,
80% of your social media activity should
convey YOUR BRAND.

46. Tools to Help Pinpoint -- SocialBro

47. Preparation...
...isn't a one-time deal.
It takes continued awareness and mindfulness
about the voice, content, and personality that
you're sharing with the world.

48. Preparation -- #1 Plan Ahead

49. Preparation -- #2 Keep Lists

50. Preparation -- #3 Keep Current
Don't be left in the dust by not knowing
what's happening the world. Use email,
blogs, news sites, journalists, and authoritative
accounts to keep up with news in your industry.

51. Part III -- Perform

52. Perform -- Tip #1
Provide useful information that's related to your
brand, company, work, expertise, interests, etc.
Don't diverge too much - your followers may
become confused or frustrated by your clutter.

53. Perform -- Tip #2
Post Regularly.
Decide what's right for you and your audience.
DO NOT: Post irregularly or rarely (less than
once a week).

54. Perform -- Tip #3
Remember, everyone likes a laugh.

55. Perform -- Tip #4
Get people thinking. Provide insight.
Spark a conversation. Make people feel good.

56. Perform -- Tip #5
Be helpful and responsive
This tip applies to both individuals and companies - reply to
mentions, answer questions -- BE SOCIAL

57. Putting It All Together -- How to
Determine Your Success
Want to stay relevant? Trusted? Useful?
Use the following metrics to ensure that you
stay on track:

58. Here's the data that I care about...
● Click Count
● Mention & RT Count
● What links and topics are most engaging
● If day/time affected engagement
● Time spent on website
● Influencers who follow/mention/RT

59. Buffer (website & plugin/extension)

60. Hootsuite

61. Google Analytics Social

62. Facebook Insights

63. Bitly

64. RECAP:
Start : Understand your goals and purpose on
social media. Know what platforms make sense
(you can't do them all!).
Make it Happen : Develop a voice, follow
influential accounts, plan for regular posting.
Measure : Know what's working and what isn't.
Tweak and adjust (you'll have to often).

65. Pinpoint, Prepare, and
Perform with Web Analytics
Katie Vojtko
Marketing Specialist, DonorPro by TowerCare Technologies
kvojtko@towercare.com | towercare.com