Slides from November 2017 webinar with Jason King. In this webinar, we take an overview of Google Analytics, a free tool that provides a wealth of data that you can use to evaluate your success online, and help you make decisions to improve the reach of your website. This webinar is for any non-profit worker with responsibility for their charity’s website.

1. Google Ad Grants for Charities
Google Analytics for
Charities

2. Webinar Presenters
Miles Maier @LasaTech
Jason King @jasoncsking
This webinar is supported by the City of London Corporation's
charity, City Bridge Trust.
Supported by:

3. About Lasa
• Tech advice, webinars, tech-checks, consultancy
http://lasa.org.uk/lasatech and @LasaTech
Upcoming webinars
06 Dec – Facebook for charities @goreckidawn
http://lasa.org.uk/webinars

4. Webinar Tips
• Ask questions
Post questions via question box or raise your virtual hand
• Interact
Respond to polls during webinar
• Focus
Avoid multitasking. You may just miss the best part of the
presentation
• Webinar PowerPoint & Recording
PowerPoint and recording links will be shared after the
webinar

5. Agenda
• Overview of Google Analytics - what does the data mean
and how can it help us improve the reach of our website?
• How successfully does your charity's website reach its
intended audience?
• How well are you engaging with people online?
• How can you tell where your website's visitors are coming
from or if they're viewing your website on a mobile
device? Where to go for help and support?

6. About Jason King
• Freelancer who maintains charities'
WordPress websites and manages their
Google Ad Grant
• Clients from the welfare rights, health and law
sector in UK, USA and Australia.
Twitter: @jasoncsking
Web: www.kingjason.co.uk

7. GOOGLE
ANALYTICS
Lasa webinar
Presented by Jason King
22 November 2017
WWW.KINGJASON.CO.UK @JASONCSKING

8. Lives in France, works with charities
in the UK, USA and Australia
Google Ad Grant management
Social media training
WordPress website support
Co-organiser of NTEN's
WordPress Community
Ex-librarian
JASON KING
WWW.KINGJASON.CO.UK @JASONCSKING

9. DATA SHOULD
DRIVE DECISION
MAKING
Why guess what works on your
website when you can know?
WWW.KINGJASON.CO.UK @JASONCSKING

10. A free tool that you connect to your
website. It tracks who visits your
website, where they are located, what
pages they look at, and what actions they
take whilst on your website.
Data that helps you improve your website
and get more visitors.
WHAT IS GOOGLE ANALYTICS?
WWW.KINGJASON.CO.UK @JASONCSKING

11. 1. Sign up for a free account at analytics.google.com
2. Add your website's address
3. Configure the settings to match your needs
4. Put the tracking code provided, on your website
5. Login regularly to Google Analytics to check your
statistics
6. Base website decisions on what you learn
SET UP GOOGLE ANALYTICS
WWW.KINGJASON.CO.UK @JASONCSKING

12. Account settings - tick Benchmarking to be able to
share and compare your analytics anonymously with
other organisations.
User management - invite staff you want to have
access to your account and stats for any websites
within it. Only give them the least permissions they
need.
ADMIN SETTINGS: ACCOUNT LEVEL

13. Select whichever industry category you think most
suitable for your charity. Necessary for benchmarking.
For the default url check whether your website
address begins HTTPS or HTTP.
Enable demographics and interest reports - tick this
to get anonymous data on the sex, age and interests of
visitors.
User management - you can allow users access to just
one or more site's stats, if you have multiple websites
in one account.
ADMIN SETTINGS: PROPERTY LEVEL

14. If you have a Google Adwords account (for example if
you have a Google Grant) then link it to your Google
Analytics account.
If you have a Google Search Console account (and if
not, set one up) you should link it too, but that option
is hidden behind the link that says "All Products".
Tracking info - get the code to go on your website to
make the magic happen.
SETTINGS: PROPERTY LEVEL

15. Bot filtering - tick to Exclude all hits from known bots
and spiders. This will get rid of some but not all of the
junk visits that all websites get.
Site search tracking - if your website has a search
form, tick this. Then in the query parameter box, you
need to type something. If your site uses WordPress
simply type S. Otherwise, ask your website developer
what to type.
Goals - we'll come back to this later, it's important!
ADMIN SETTINGS: VIEW LEVEL

16. Once you've added your website and configured the
settings, you need to insert the tracking code on your site.
If you use WordPress, this plugin makes it easy:
wordpress.org/plugins/google-analytics-dashboard-for-wp
If your website uses a different CMS, there may a simple
way to do it. Or you will have to edit the code behind your
website. Either way, ask your website developer.
THE TRACKING CODE
WWW.KINGJASON.CO.UK @JASONCSKING

17. WHO
FIND OUT
VISITS

18. AUDIENCE OVERVIEW

19. PARDON MY JARGON
USER = a best-guess of an anonymous individual visitor. Not
necessarily a real person, or several users could actually be the
same person on different devices/browsers.
SESSION = a single period of activity on your website. If someone
is inactive for 30 mins, another session starts.
PAGE VIEW = when a single website page is viewed. Doesn't mean
they actually read it.
BOUNCE RATE = percentage of people who land on your website
but look at no further pages. Whether it's a good or bad thing
depends on the purpose of your pages, but a high bounce rate
means they aren't interested in anything else.

20. DEMOGRAPHICS
This charity needs to prove to sponsors that their website
reaches women of childbearing age. Job done.

21. BENCHMARKING
How do your charity's stats compare to websites in similar
fields? Find out whether you do as well for referrals, organic
search, paid search and social clicks.
Also, check out the M+R Annual Benchmarks Study

22. ACQUISITION
WHERE ARE THEY FROM?
ORGANIC, PAID, SOCIAL OR
REFERRAL

23. ACQUISITION OVERVIEW
Find out which sources of website traffic currently work best for
you, and which you need to improve. You can drill down and find
out whether Facebook or Twitter send you the most interactive
visitors i.e. the ones who produce the most conversions.

24. BEHAVIOUR
THE THINGS PEOPLE DO
ON YOUR WEBSITE

25. PAGE CONTENT
Findoutwhich pagespeoplevisitmost,soyoucanconcentrateon
improvingthem.Also,whichpagestheyvisitleastsoyoucan
remove,improveormakethemmoreprominent.Ifno-onereadsyour
oldnewsoryourhistoryofourcharitypage, why keep them?

26. SPEED SUGGESTIONS
Findout howfastyourmostpopularpagesload,andwhichare
slowest.Gettechnicalsuggestionsforspeedingthemup.Aslow
websitemeanslosttraffic.

27. EVENTS - by category
Whatactionsdopeopletakeonyourwebsite?Howoftendothey
downloaddocuments?Clickanemaillink?Orvisitalinktoanexternal
website.

28. EVENTS - by label
Isyourdonationfacility onanexternalwebsite?Whenpeopleclickto
visititfromalinkonyourwebsite,that'srecordedasanevent.You
canchoosewhichoftheseeventsyouwanttotrackasgoals.

29. CONVERSIONS
SCORING GOALS
ARE YOUR AIMS BEING MET?

30. STEP 1: DEFINE YOUR GOALS
Submits a volunteering interest online form
Subscribes to email newsletter
Makes a donation
Exits your website to visit a donation page
Sends you an email
Views multiple pages
What actions do you anticipate users will take on your
website? This data will help you know whether your website
succeeds in engaging visitors. For example, a goal could be
when a user:

31. STEP 2: CREATE GOALS

32. STEP 3: TRACK CONVERSIONS

33. ADWORDS & ANALYTICS
Link your Adwords and Analytics accounts
Import your Analytics goals into Adwords
Track your Adwords stats from within the
Acquisition menu in Analytics
Does your charity have a Google Ad Grant? If so, the advice
below is for you. If not, find out why you should get $10,000
per month worth of free online advertising by watching
Lasa's webinar at goo.gl/QixQJw

34. OTHER ANALYTICS
Twitter Analytics
Facebook Insights
Email newsletter opens and clicks
Googel Analytics will give you data to help you make decisions
about your website. But there are other stats you should be
aware of too.

35. OFFICIAL GOOGLE ANALYTICS FORUM
GOOGLE FOR NONPROFITS SUMMIT 2017
Get advice, for all levels of users. goo.gl/A6b2VV
Analytics presentation starts page 144. goo.gl/bNggSD
CHARITY IT ASSOCIATION
Volunteers help charities with tech. charityithelp.org.uk
Forums for Data, WordPress, Women in Nonprofit Tech,
Drupal, Tech Decision Makers, and digital
advertising. community.nten.org
NTEN ONLINE COMMUNITIES

36. KINGJASON.CO.UK
Monthly Google Ad Grant management
Online training sessions
Google Analytics reviews
Website audits
WordPress website support and
maintenance
WWW.KINGJASON.CO.UK @JASONCSKING

37. Useful Resources
Google Analytics Academy
https://analytics.google.com/analytics/academy/
Analytics Resources
https://www.google.com/analytics/resources/
The Complete Beginner’s Guide: Google Analytics &
WordPress
https://www.monsterinsights.com/the-complete-
beginners-guide-to-google-analytics-for-wordpress/

38. About Lasa
• Tech advice, webinars, tech-checks, consultancy
http://lasa.org.uk/lasatech and @LasaTech
Upcoming webinars
06 Dec – Facebook for charities @goreckidawn
http://lasa.org.uk/webinars

39. Google Ad Grants for Charities
Google Analytics for
Charities