A presentation given at Google Campus in July 2013 about how charities measure their digital marketing success.

1. #CharityMetrics
Thursday 25 July
Campus London
"If you cannot measure it, you cannot improve it."

2. Introduction
What are we doing here?
● Unleash your inner geek
● Benchmark what you do
● Learn how Google Analytics can be the hub of
all your measurement activity
● Have a nice cup of tea and a biscuit

3. Before we begin...
@charliesaidthat - get well soon!

4. Comments and questions
padlet.com/wall/charitymetrics
#charitymetrics

5. The five mistakes
charities make when
measuring digital

6. The five mistakes charities make
1. Not knowing why
you're measuring

7. The five mistakes charities make
2. Not knowing how to
measure

8. The five mistakes charities make
3. Measuring too much

9. The five mistakes charities make
4. Not measuring
enough

10. The five mistakes charities make
5. Only measuring

11. The five mistakes charities make
1. Not knowing why you're measuring
2. Not knowing how to measure
3. Measuring too much
4. Not measuring enough
5. Only measuring

12. What are you doing here?
91%
use Google Analytics already
(76% want to learn to use it more)

13. What are you doing here?
89%
track social media already
(73% want to learn to do it better)

14. What are you doing here?
3%
track SMS marketing
(11% want to learn to do it better)
(that's one
person)

15. What are you doing here?
54%
track email effectiveness already
(38% want to learn to do it better)

16. To say nothing of...
Banner ads
AdWords
In gallery interactives
Mobile apps
SMS donations
(Digital has lots of elements)

18. What are we doing here?
To use Google Analytics effectively
Benchmark our organisation
Find hidden gems in Hootsuite
Prove worth of digital to SMT and trustees
Match analytics to charity's goals
To use data to boost email comms

19. "Hey boss, good news - I got us
[blank] from social media."
Write your [blank] at padlet.
com/wall/charitymetrics

21. Goals and conversions
Focussing on what matters makes
it easier to focus on improving it

24. Goals and conversions
Goals: the point of the game
*If you are trying to measure £££ of donations, use eCommerce tracking.
Newsletter
Subscription
(Event)
Social Share
(Event)
Video Play
(Event)
Ad Click
(Event)
15 mins spent on site
(Duration)
5 pages have been loaded
(Pages per Visit)
Thanks for donating*
(Destination Page)
Webinar Signups
(Event)
pdf downloads
(Event)

25. Advanced segments
They can track all your social media
How to create Google Analytics Advanced Segment video here: http:
//bit.ly/161BhhX

26. UTM parameters
Use Google URL Builder to create
Tracking URLs
Turns: http://www.afrikids.org/
into:http://www.afrikids.org/?utm_source=charity-
analytics&utm_medium=workshop&utm_campaign=charitychap

27. Wrap up
analytics.blogspot.com
Avinash Kaushik
Piwik, Clicky
bit.ly/CCevaluation