AMA Google Analytics - Actionable Insights
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A 45-minute presentation on the 10 best features of Google Analytics for nonprofit arts marketing and fundraising professionals. #amaconf
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AMA Google Analytics - Actionable Insights
- 1. Actionable Insight: Making the most of Google Analytics #AMAconf @devonvsmith slideshare.net/devonvsmith
- 4. Secrets
- 5. Secrets 1. Ask questions and test hypotheses.
- 6. Secrets 2. Use less data.
- 7. Secrets 3. Add better data.
- 8. Secrets 4. Invest up front, then automate.
- 10. Better Reports
- 11. Top 10 Questions Who visits our website? Where did they come from? What are they looking for? What did they do? What did they buy? Can I import data into Google Analytics? Can I log into Google Analytics less? Can I log into other analytics tools less? How can I share Google Analytics data with others? What else can Google Analytics do?
- 12. Better Reports Who visits our website?
- 13. Add an advanced segment … …to make this list more useful
- 14. Segment s narrow the data you see
- 15. “Service Provider” is the name of the organization browsing your site
- 16. That’s great, but what are they looking at?
- 17. Secondary Dimensions add more data to your report
- 18. Who they are, and what they’re reading
- 19. Save your data
- 20. Schedule an email of this slice of data
- 21. Better Reports Who (else) visits our website?
- 24. Better Reports Where did they come from?
- 27. Social media #FTW But this is not helpful
- 29. Better Reports Where (else) did they come from?
- 33. Better Reports What are they looking for?
- 37. Create content in response to these questions
- 38. What can’t they find on your website?
- 39. How do we make this content more apparent?
- 40. Better Reports What did they do?
- 41. You’re not alone if you’re not using goals
- 43. Your goal must fit one of these criteria
- 45. Better Reports What did they buy?
- 48. Better Process
- 49. Better Process Can I import data into Google Analytics?
- 50. Who was the author of this blog post?
- 51. Schedule an email to these authors with only their data?
- 52. Better Process Can I log into Google Analytics less frequently?
- 53. Custom Alerts…alert you if something happens on your website
- 54. Statsbot uses natural language to create and send reports
- 55. Better Process Can I log in to fewer analytics tools?
- 56. Video title and length can be matched to each embedded video on your site
- 57. How long did they watch?
- 58. Better Process How can I share Google Analytics data with others?
- 59. Google Data Studio… Same data, but nicer looking
- 60. Better Process What else can Google Analytics do?
- 61. Google Optimize is for A/B testing
- 62. More Resources
- 63. Top Reports Audience: Network Audience: User Explorer Audience: Demographics Acquisition: Referrals Acquisition: Campaigns Behavior: Site Search Terms Behavior: All Pages Conversions: Goals Conversion: eCommerce Top Tools Advanced Segments Custom Dimensions Custom Alerts Slack Statsbot Event Tracking Google Data Studio Google Optimize
Notas do Editor
- I’m self taught It often feels like google is hiding great data and reports from you, this session hopes to uncover opportunities for you to use GA more effectively Hashtag, Slideshare
- Devon - Measure, Portland-based, working with nonprofits on digital strategy, experience, measurement
- Assume you have some knowledge about GA Happy to stay after to discuss Q&A, or reach out to me on Twitter, Lots of screenshots, follow along, also posted on Slideshare
- GA has its own secrets, These are my secrets to getting the most from GA
- Don’t just open GA and click around to see what you can find Slow way to come up with very little actionable information Develop a list of specific questions you want to get answered (We’ll see examples), or a list of hypotheses you want to prove/disprove (like, “Our homepage is an important pathway into our website” or “Nobody downloads PDFs from our website) Look for the data to support those, and lead to new questions
- Sounds counter-intuitive, but in GA I want you to look at the leaf, not the forest Ignore everything about your site except for one data point Advanced segments, advanced searches, secondary dimensions
- Don’t rely only on the data that GA gives you by default Front-end code for event tracking, social actions, linking 3rd party accounts, customize admin section so better data is available in your GA
- Process: use the tools built into GA to export data in various forms, so that you can manipulate it in excel/google spreadsheets
- Google Analytics only tells you what is happening, not why, or how you should change your approach. Every report you deliver to stakeholders using GA data should include a “Here’s what we’re going to do differently next time around” section.
- GA’s key reports are: Who —> Audience; How —> Acquisition; What —> Behavior Assumes no code knowledge, just manipulating reports
- Reports I use most often, and the one most frequently asked about
- The very first thing I look at for any new project Often when I ask, who visits your site orgs have fairly generic answers: Funders, Government, Media, Peers But there are huge variabilities within any of those segments Looking at what type of content on your site? Are they finding it? Network report answers these questions And is probably most under-used report in GA
- List of service providers - the name of the internet service provider of the person browsing your site Top of the list will always be mobile phone carriers, generic home internet providers But you’re looking for the visitors browsing at work Use an advanced segment to narrow down this list
- You create advanced segments based on your own definitions
- Hovering over a segment shows you who’s in it I’m looking for those providers whose names include any of these; exclude those The only way to put together this list is trial and error (Or ask me and I can send you a link to the segments we’ve already created)
- now we see a list of organizations we actually care about This is a list stakeholders actually care about You can track the growth of this audience segment over time Think about applying this segment to your campaign tracking as well - send an email Now let’s see what content they were looking at
- Choose a secondary dimension. In this case, if advanced segment is the WHO, dimension is the WHAT
- Now we have the list of content this group of users was looking at over a period of time One of our stakeholders (gov relations) really cares about this data Let’s automatically email them ONLY the data they care about
- Top bar shows ways to save your data Lots of clicks to get to the report - create a shortcut Combine this report with a few others - create a dashboard Show up as a pie chart instead - create a custom report But for now, all we want to do is automate an email
- Every Monday, they see the report about which pieces of content some from HoR looked at in the past week If you have trouble with content creators committing to producing new content, this helps Show them who’s reading their content, and what their target audience is doing on your site
- A few other ways to see who visits our site
- This is the User Explorer Report Looks at a single anonymous user over time Can see multiple times & dates Click an arrow to see pages viewed
- Can also see in aggregate – age & gender Could look at this show-by-show, exhibit-by-exhibit
- Some visitors are referred to you by some other organization’s website, via a link Part of your communications strategy should be how to increase that traffic, via campaigns Let’s look at Referral Sources
- Sometimes we see a big spike in traffic and it’s great! But this aggregate view of all traffic is like looking at an average - it buries the variation/outliers Let’s add a few advanced segments to screen out some of that traffic So I can pay attention to the links that actually matter
- Let’s look at 3 different segments I’ve pre-identified referral links from websites that are focused on job seekers, the media, or org partners, or social (excluding linkedin)
- Now we can see the trends we care about Easier to see unique trends for each of these groups But the bottom section is still too messy for me, and includes a bunch of data I don’t care about
- Instead of the messy table, I have a word cloud of each segment, where the size of the word corresponds to the amount of traffic that site sent to us I can see that it was Twitter who sent a big spike of traffic
- If you’re using campaign tags…
- Can also track specific efforts for specific shows
- In this case, we were promoting the show via ads on 3 platforms. Can see how effective each one was
- But you need to be using UTM codes on every campaign link (organic & paid)
- Users tell you what content they’re looking for in many different ways We’re going to look at two - what they’re searching google for, and what they’re searching your site for Go to the Channels report
- For many content-heavy nonprofit sites, organic search makes up around 50% of traffic People don’t generally “browse” google. They have an explicit need. Fulfilling that need is part of the job of your website
- two problems: 80-95% (not provided) - which we’ll solve in a moment & a list of mostly branded search terms so let’s find a more interesting set of keyword queries your site visitors used By using advanced search
- exclude branded terms include “question” statements just one example of many Using a “regular expression” - which is a type of shorthand series of symbols that mean different things. In this case, pipes = an “or” statement, so I get any searches that include any of the following 5 words. Regular expressions show up a lot in GA, worthwhile to google and learn if you don’t know them
- Now I have a list of questions users had when they arrived on site Use this to adapt your content strategy Write blog posts, create resources
- Typical to see 1-2% of visitors using internal site search Let’s see what they’re searching for
- now i can start to identify trends —> better promote content? new organization of content? new content?
- Goals - high hopes, low follow through For the nonprofits, foundations, & gov I work with, a lack of goals implemented in GA is not your problem A lack of clear goals in general might be When you’re not an e-commerce, it’s harder to put a value on a goal How much it’s worth to download a PDF depends on who is downloading
- Even most of the largest orgs we’re working with don’t use goals, so you’re not alone
- Start setting up a new goal (20 max)
- 4 types - destination page (good for subscribing, donating, buying; or the last step in any multi-page process) duration - how long someone spends on the site (good for orgs w/ ads; engagement models where you know the time it takes to complete an action/lesson) pages/session - just what it sounds like (good for apps, much harder for sites; not all pages are equal) events - any action on the site that doesn’t generate a new URL
- Now we see a set of “Goals” columns on most reports across GA. In this case, the Acquisitions report. Which channel is driving the most downloaded reports?
- This is probably holy grail for most arts orgs. But can be difficult to implement without a specialist
- Here you can see a list of productions, and the ticket sales that occurred for each.
- You can carry that transaction data across any report in google analytics Look to see where sales come from by device. Understand how important (or not) mobile purchasing is.
- different ways to be more efficient with your data process in GA
- In the past, we saw primary dimensions and secondary dimensions applied to our data Custom Dimensions are new data points that you’re adding to Google Analytics based on parameters that are defined in your CMS Blog posts are a good example Content drilldown organizes your site based on URL structure (slashes)
- Author is just one example where we might have information on the page of the site, or in our CMS we would like to see in Google, so we can customize reports
- now I see who authors are and could send a report to them of only their blog posts Or identify which content producer was getting highest pageviews Could also be: “category”, publish date, word count, etc.
- And set up a custom alert (GA also calls these intelligence events) So you don’t have to log in to GA every day/week to check if something happened
- For a traffic spike 20% increase over the same day the prior week Applied to any segment - so if you get a traffic spike from Media visitors to your site Unfortunately, it’s on a 12-24 hour delay
- If you use Slack for internal communications, Statsbot is a great tool. Easy hook up, then ask questions of google analytics in natural language Google itself is exploring how to do this via Google Sheets as well. In 5 years, most of what I just showed you will be useful.
- one challenge for any analyst is pulling together data from multiple sources for video embedded on your website, YouTube is always going to have the most comprehensive data, so it’s typically worth it to log into their platform to pull data But it won’t give you correlation about what else video watchers do on your site
- now we see a list of videos that got any plays on the site we’ve appended the video title and length of video to the event label for easy reference using google tag manager click on a particular video
- Now we know roughly how far into the video they made it. And start thinking about where the video sits in the page The quality and length of the ideal videos on the site
- Let’s be honest - Google Analytics isn’t easy to use And isn’t appropriate for most stakeholders to log in to see data
- Google Data Studio addresses that issue Allows you to create your own reports that use all the same components as Google Analytics Drag & drop interface You can add your own annotations And schedule these to be sent on a regular basis to stakeholders
- In the past year, Google Analytics has added tons of new functionality. I use it every day between all our different projects, and even I’m surprised One of the best is Google Optimize A/B testing tool like Optimizely
- Test two different placements for a donation button (one in header, one that’s sticky) Shows you the performance of each in Google Analytics Could do a whole session just on A/B testing
- Other blogs that I read about google analytics Also offer training seminars
- These are the major reports & tools we talked about today
- We have a few minutes for questions from all of you If we don’t get to your question, email me