Get the Insights your Nonprofit Needs with Google Analytics

hello everyone and welcome to this new Google for nonprofits livestream I'm Alexia today we're gonna talk about Google Analytics with a strong focus on use cases for nonprofits I'm a program manager on the Google for nonprofit team and today I'm very happy to be here with less yes so my name is les Smith I work on our account management team for our large client sales division I work with some of our top clients and they always wanted to know about analytics so I'm very excited to be here and he

lp out as well and thank you for being here today so today we're gonna talk about Google Analytics this is a very basic training it's an introduction for you to learn how to use Google Analytics to get the best insight for your nonprofit we're gonna go through an intro to see what are the latest nonprofits trends in your line word we're gonna go down through some fundamentals of Google Analytics that will give you all the basics tools to navigate the reports in Google Analytics you'll see what a

re the top nonprofit questions that Google Analytics can answer and then we'll save some time for a live demo if you have any question please feel free to post the questions in the live chat on your right we'll try to answer some of those questions in the live chat and some live at the end so feel free to ask anything if we don't have time to go through all the questions we'll try to post the answers in the info box below the video after the live stream and so feel free to ask any question okay

so what's going on in a nonprofit word what's going on online we know that 31% of donors worldwide gave to charities outside of their country of residence and it is a very important thing to know it's very important for you for example to know also thanks to Google Analytics if visitors on your website are coming from outside from a country that is outside of actually your nonprofits country we also know that millions mostly prepared to and we also know that 51% of dollars worldwide prefer to gi

ve online with a credit or debit card and in 2019 for the first time the average as adult we spend more time engaging with their mobile devices than watching TV so it's very important that any type of business and nonprofits have a very good websites that work well mobile as well to give the best user experience to your supporters and to your donors we also know that the top three communication tools that most inspired giving our social media email and website now these trends might be true for

your nonprofit so your nonprofit's might have chances are aligned to what are the trends in the industry right now or maybe not but the only way for you to know is of course to dig a bit into data analytics can definitely help you with that yes so what can analytics answer for you so we can find out what countries are more likely to donate for you or what countries are leading to more of your website visitors we can track their online donations we can find out what your ideal age range is for a

user you should be trying to target or what type of messaging you should be delivering to those users we can find out if they're donating for mobile and if your site is mobile-friendly or designed for mobile use it's really important in today's day and age where mobile is definitely the number one platform where people are searching and then you can find out if you're running any other type of campaigns if that campaign was successful whether that's email or even from some type of social channel

or another network you're going to be able to discover that through analytics so some of the questions that analytics can answer again who so we can tell who was coming to your website who your users are who's clicking through we can find out exactly what types of behavior they're taking on your site so what the Go flow is going to look like what your signup flow should be or what your signup flow currently is and if we need to make any changes there we can figure out the how so what channels a

re users coming from whether it's from social or an email campaign organic search or even from a paid campaign and you can find out which one of those channels is most effective for you and then we can figure out the values so how much our users donating are they signing up to volunteer what is that driving for you so quick note about analytics if you've never used analytics before or if your have used analytics it's very easy to get overwhelmed so this is a quick graph of happiness and choice s

o if you've ever sat down at a restaurant and the menus just been extremely overwhelming you don't know what to what to order or what to choose that's a little bit like analytics so it can be overwhelming to begin with but once you get familiarized with the the platform it it can be very empowering as well so before digging into analytics in order to not get overwhelmed we really recommend you sit down as a nonprofit and talk about what metrics are most important to you in your organization and

then work backwards from there so some of those questions that we're going to talk about answering today and that we think are very relevant for you would be are your landing pages relevant to to those users who are your users is your if you're doing anything from a live perspective like if your nonprofit's founder is speaking at a conference or you've run any type of other types of campaigns live is that bringing visitors to the website are people signing up to volunteer are you driving more do

nations which ever one of those is more important to you you'll be able to measure that and then again you know is your an email campaign or any other of the campaigns that you're running are those being successful as well so first things if you have a ad grants account already we want to make sure that it's properly linked to Google Analytics and that you have auto tagging turned on very important to make sure that you have that if you don't port or connect your ad grants and analytics accounts

correctly you're not going to be able to see some insights from analytics in your ad grants account and it's very empowering if you're able to measure those metrics and some of those are going to be bounce rate average session duration and pages per session so how do you ensure that this is being being done properly you want to make sure that auto tagging is turned on in your ad grants account and then in analytics we also want to make sure that you have your demographics reporting turned on an

d marketing turned on as well and we'll we'll talk about how to do that a little bit later during our demo some of the fundamentals of Google Analytics we're going to cover as well these are just some very basic ones that everyone should know so interactions this is gonna be anything that takes place on your site so if a user lands on your site and they engage with another page so they view another page or they complete an event or complete one of your e-commerce transactions those are all going

to be counted as interactions sessions is essentially a duration of time that a user is spending on your website by default a session will end with 30 minutes of inactivity so if someone lands on your site and they click through to another page and then they don't do anything for 30 minutes that session would end and if that user picks up where they left off a new session would start so it's great to know you know what type of level of activity people are having and if they're stopping or start

ing their activity on your website a user is pretty straightforward there you can have multiple sessions from the same user the same user could visit your site multiple times so it's important to distinguish between new and returning users as well and we can recognize that through a Google Analytics cookie and then we can also tell the source and medium of traffic that is coming through to your site so you'll be able to distinguish whether people are coming through a social channel whether peopl

e are coming through an email campaign organic search or also through any tie of paid or advertising efforts that you have as well so the first question are your landing pages relevant so this is an important one one of the best ways to measure this is your bounce rate if you're not familiar with bounce rate it's when a user lands onto a landing page and then doesn't complete any other type of interaction so they don't click through to another page they don't complete any type of event on that l

anding page it's basically they land on that landing page and then they click back they don't do anything else by default the session duration there is zero so just something to note if you're you know if session duration is something that's really important to you your bounce rate I need any body that lands on the site and then clicks back and doesn't complete another action that session duration is going to get counted as a zero there so who are your users this is great to see in your audience

reports and there's a lot of information there that you're going to be able to uncover and that we're gonna go through a little bit later as well but this will tell you new returning users what your average session duration is how many page views those people are taking per session what your bounce rate is overall and you can really segment and you know filter by the different views and different data points that were going to be most important to you your nonprofits Foundry of speaking or your

running some type of event somewhere else is this bringing visitors to the website so this is a great metric here for the real-time report and this is where I'm actually going to hand it back over to Leslie to cover this thank you so the realtor report it's a very interesting report in Google Analytics because it tells you a lot of what's going on exactly and right now on your website so let's say that for example your nonprofit is on stage at an event or you maybe are being interviewed on a ra

dio for a fundraising campaign and you want to know if this is bringing people to the website right now that's the best place to go what so this can be used for testing so let's say that for example you are adding a new page to your website and you want to check whether that page is actually working and the page is being tracked by Google Analytics the real-time report is also a very good report for days it can be used really in many different scenarios can give you a lot of information for exam

ple it's about referrals so where a user coming from are they just typing the name of your website and going directly to the website are they clicking on a Facebook page and the link on your website it's a very very interesting report to look at then very important questions for nonprofit you may be running campaigns you may have sections on your website to inform your volunteers and recruit them or having people in to donate online so are people signing up to volunteer online are they donating

online this is a very important question donating online or signing up for volunteers are called what we say conversions and we call them a macro conversion because those are really the last step that you want your users to take on your website this may be the most important action that you have on your website right but don't forget that there are also a lot of other intermediate steps that users might be taking on your website before donating or before signing up to volunteer also in very diff

erent days they might be for example checking a lot of different nonprofits websites they might be looking at information about the nonprofit's missions just to find the best volunteering opportunity for them so it's very very important for you when you talk about meaningful actions and when you think about what you would like to track online to think yes about your macro conversions that in most cases is donation or sign up for volunteers or signing up for an activity or an event that's super i

mportant but also started tracking those micro conversions that are anyway an indication of engagement with your website for example users that might be signing up for a newsletter to know more about your nonprofit you can start to track also the amount of pages that users are viewing on your on your website of course if they just viewed one page they might not find your website relevant and then might not be a conversion for you but you might be able to start to attract users that are seeing mo

re than one page and see how many times that actually happens and that time can tell you a lot about the interest of users on your website so there is no right or wrong here make sure when you think about meaningful actions and make sure that when you think about tracking meaningful actions you sit down and start to think about what's really meaningful for your nonprofit and how do you track what's meaningful for your nonprofit how do you track for example how many people donate it online or how

many times your website pages average page views was like treat 3 pages instead of just one there is a very very straightforward way to do these those are goals in Google Analytics goals are the best way to track meaningful actions and no extra coding is required here meaning that if you have a Google Analytics account properly set up if your website is wealth tracked and well tagged with the Google Analytics code goals can be created within your Google Analytics account with no coding skills r

equired there are different type of goals it's a different way of tracking the meaningful actions that we were talking about destination goals are probably the most popular so for example if people when they donate online they see at the end of the process a page that says thank you for donating or thank you for signing up for volunteering that page as an unique URL it's called Thank You page and you can track that unique URL that URL is only seen by people that donate it online so you can be pr

etty confident that people that saw that page actually donated and you can start to track views of that page as a goal this goal can be then associated and reported into reports for your AdWords campaigns into all the reports that we have in Google Analytics so it's good for you to understand how successful your promotion activities are for example so how many volunteers did sign up to receive the volunteering opportunities how many times the people donate online destination goals are again are

the best way to track this one very quick tip when you create a destination goal you may have noticed if you're tried in the past to create goals that's something that the system asks you if you want to add funnels funnels are very easy to add and they are giving you a super interesting insight on how people behave on your website so I really recommend setting up panels so basically you just have to put yourself in the shoes of one of our users on the website and recreate the path to conversions

so what do people do before signing up to volunteer and seeing that final thank-you page they land on your page and that's the first landing page they might be exploring your volunteering opportunities in the join up page and that's just less join us then they start to go on the signup stage they start to put your information there and once that's completed they will see that Thank You page so these four steps can be tracked through panels into the goal itself so what happens is that when you g

o into the gold report you can see where people drop so if people that start in the conversion process did not actually see the Thank You page because um for any reason they did not complete the process maybe also because I don't know the phone rang or there is no or like real reason right it's sometimes not something that actually depends on your website but you can see where people drop off the most so if you see in the final report that people mostly drop off in the joiners page you may think

about maybe in reviewing that page making it more interesting making it more engaging adding more information about your volunteering opportunities and so on so adding funnels it's pretty important and it's also very easy I think to with that specifically if it's for your sign up page something to look at and really evaluate is how much of that traffic is coming from mobile devices and if your sign up page is designed for people to fill that form out on a mobile device because a lot of people p

otentially would stop that if if the signup flow is really difficult on on a mobile and if it's not yet mobile optimized yeah and analytics can also tell you how many of your users are coming are visiting from mobile and how many from desktop and you can also see the difference in the goals - that's a very good insight to look at as well we'll this might be a bit overwhelming so don't worry because we'll see in the demo how actually the report with panels works always we had a Google Analytics a

nd Center that walks you through every type of step that you need to take on your Google Analytics account so feel free to go back to the out Center to learn more on how to implement goals but again no extra coding required you just really need to type what pages you want to track as simple as that so how much people donated online another huge question this is a bit more complicated because we're not here trying to track if people donate it or not so they did like convert or not here we're tryi

ng to get a bit more detailed and a bit more we're going in a deeper level here of insight so if you are using a donation platform on your website some donations platforms have easy integrations with Google Analytics that means that you can integrate the platform and Google Analytics and insights that you get from the platform will be imported into Google Analytics so you will know how much people donated online and you will have a very simple to implement e-commerce report if you're not using a

donation platform or if your donation platform cannot be integrated with Google Analytics then what you can do you can set up your commerce tracking ecommerce tracking requires a little bit of extra coding nothing very complicated so if you think like if you feel like I'm for your nonprofit at this point it's very important to know if people are donating online but also how much they're donating what average and have a lot of insights on what's going on in your donation page then ecommerce or e

nhance ecommerce is exactly what you're looking for so you can just talk to your developer again it's nothing very complicated to set up talk to who actually implemented your Google Analytics code and they will implement e-commerce tracking for you as well so um another question that we get a lot from nonprofits is was my email campaign successful or for example my nonprofit's website was featured on on another website that talked about our nonprofits and linked to our website was that successfu

l or not is my email campaign bringing people to the website and making them donate online there is a simple way to do that so disclaimer while I talk to these this can look confusing and difficult to set up is actually super easy so bear with me it's super important that when you are doing um email campaign you manually tag all the links in that campaign that bring to your website so for example let's say that you are preparing your giving week campaign and you're gonna be sending emails and in

these emails there is a you explain what your nonprofit is doing you thank your supporters for everything they did throughout the year and then you add a link to donate so your nonprofit that link people click on the link and land on your website what you can do you can slightly modify that link and make sure that it has some it has some manually added parameters that will tell to Google Analytics that people that landed on your website actually came from your email campaign so this is the only

way for you to know if your email campaign was successful because then what you though you will go into the source and medium reports that we kind of talked very briefly at the beginning and you can see if you have conversions then match your email campaign so to do that you need to slightly modify your URL and make sure that you add your slightly modified URL to your email campaign this means that you will need to add these parameters super easy to add because there is actually a tool that bui

lds the URL for you so super important this is the tool it's called URL builder if you search for it on Google you will find it basically what the URL builder does you will just give to the URL builder some information so you would say what's the link to your website what's the source up the campaign so in this case it will be newsletter because you're sending a newsletter but you will say what is the menu and you will say email because you're reaching out to people through emails and then you c

an also if you want add a campaign name so for example you can add a summer donation or hidden week whatever you want whatever the name of that campaign is with the manual URL builder the URL will be basically built for you the only thing that you need to do it's put the right information there and make sure that you use that link into your newsletter as simple as that all right so let's practice we wanted just to give you some like information on how to navigate into Google Analytics and some b

asics but we know that since I'm just same things in practice it's just the best thing to do so before just going into like some demo questions that we have prepared we talked about all the reports the Google analytic can offer you they are just right here on this left column you can find all the reports that we talked about so the real-time report the audience report tells you about the users on your website acquisition where the users coming from behavior how do they behave and website are muc

h time on the website and then conversions B Commerce report Gold's reports they will they will always be in conversions so analytics is very easy to navigate if you know what these left bar is for okay so when it comes to the real-time report which is the first one of the first reports we talked about so this tells you what's going on right now right now in your Google Analytics account one super important thing to know is that this demo that I'm using is actually a public demo so if you google

Google Analytics demo you will find a link to Dee's like exit Google Analytics account that I'm using and that you can use to practice so for example if you yet do not have ecommerce tracking on your nonprofits website but you want to know what ecommerce tracking can what type of information in platinum ecommerce tracking can give you you can go into this demo account and practice a lot there's nothing wrong that you can do on it so feel free to navigate feel free to try a lot of reports there

it's very interesting and I also use it a lot for practicing and to discover more about Google Analytics because I don't have my own personal website so we do have a live question about the real-time report so it's may be time to answer it that yeah the question is how do you interpret the pageviews chart on the real-time analytics chart so you I guess maybe they're referring to this report right yeah so this report tells you how many pages are being viewed on your website right now per minute s

o is it simple as that and again like this report it's pretty accurate tells you what's going on right now in your website in this website we have 51 visitors right now this is how many like what's the average page views that they have top referrals so super important is how did they land on your website but where did they find the link to your web on which other website so where did they come from what's the social top social traffic's so if for example you have social accounts like YouTube and

Facebook Twitter you do have social reports as well in Google Analytics and also here into the live report into the real-time report of that answered the question ok any other like question related to this or we can move to our yeah we can move to the audience perfed so audience report again it's very important um I used to be an audience expert like you make previous role in Google and what I always like to say is that audience is not a guessing game so you may know how people behave on your w

ebsite you may know how like what are your users interested in but it's not a guessing game so it's very very important that you start to understand the behavior of your audience and you start to know your audience thanks to real data and Google Analytics can give you a lot of insights on that as well there are tons of reports into the audience report so for example if you are into the Geo report you can see where users are actually coming from super important because what we were talking about

at the beginning of the livestream was do I have visitors that come outside of my country of residence where my nonprofit is actually based do I know if people are donating from other countries if you see that for example a huge bunch of user is actually coming from I don't know maybe Spain you might think about creating a version of your website in Spanish or in any other language that is relevant for your audience so this is a very good report that you can use in that sense one thing that I al

ways like to do when I navigate into Google Analytics reports in general is to play a bit around with these boxes here and what you can do here is always to just add a new segment to customize your report and say I want to know the default one is always all users so you will have insight from all the users that are on your website but you remember we talked about users at the beginning of the session and we said users or like people that go on your site these people might be visiting your websit

es for the first time or they might be returning users Google Analytics considers returning users for two years that's the duration of the cookie meaning that if someone is coming to your website today and then in ten days and then one year from now that person would be returning user unless they of course clear that their cookies but in overall like the cookie duration for users is two years and you can choose segments from the list year again there is nothing that can go wrong here so feel fre

e to pay around and you can always add a new segment for returning users so that your reports will be split split among all users and returning users so you can see how many new users you had in this timeframe here on the top that you can always customize and now many actually of the users were returning so they were not visiting for the first time your website and you can see for example here if returning users are converting more than new users very important as you can see for example if you

have more donations coming from new users or more donations coming from returning users then might tell you the people if you have more donations from returning user take some time to get some information about your profit your nonprofit and then go back and aside to donate I think that also speaks to something that we do with our clients a lot with remarketing so if you are noticing that returning users are donating more or at a higher rate if you're running an ad Grants account you might want

to run some specific campaigns with different messaging towards those users as well so that could definitely be something and in one way that you can use that data it's very important to spend some time in to the audience report because that can give you really a lot of insights and again play around there's no need to be scared can be overwhelming but you can just go and choose what you want to know actually one very nice thing to know it's also the demographics report we know that Millennials

prefer to donate online so you can see how your users are behaving on your website based on their age range and also their gender and here for example you can see like in based on the age range how many people donated online what's their average donation so again very good insight if you see that you have a very young audience you may start to think for example about new ways to reach to that young audience are those ooh like demo on YouTube before example is that so they're like analytics can g

ive you a lot of information but this Owen needs to be linked to a strategy so again sit down and start to understand and start to like brainstorm what you want to know and why and analytics who almost probably child tell you a lot of information just like one small thing to remember is that the demographics reports are not turned on by default so if you go into your Google Analytics and you see that these are blank so there is no data you just need to go into the admin ear box here and you go i

nto tracking info and you go into data no it's not data collection sorry I'm wrong yeah I think it's there we flip on advertiser if you found out the report here and um what is that um that's all you need for the data collection and no job you can create audience each year in your audience report super important when you look at audiences you can look what your user are interested in here for example you can do an overview of what is the genuine interest of your users sorry my hair were you in f

ront of my mic telling me so I'm very nice to know because if you see that for example your users are ok this is a shopping website also of course people are mostly interested in to shopping media and entertainment but you might see that here for example your users are interested in to something in particular so you might start to think about campaigns that are strongly customized on those type of interests that your users have because it's important to know again audience is not a guessing game

so it's good to deep dive a bit here to understand what's the affinity of your users what our users generally interested in what are they in market for and yeah so pretty important we had a quick question on users and an audience here so we have a question regarding if it's possible to track where users are coming from on a more local level such as what towners up coach yes you can and you can go into the Geo report and have more detail add more details about don't like about like donations beh

avior and so on on people in different regions and those so States or CD so the more you click there more in detail you get one super important thing to note though is that if we are going to granular and your nonprofit website your nonprofits website doesn't have enough visitors then you will not be able to go too much in depth because of course and if like we go in that a lot and like we go to see for example how many users are coming from a very small town and not many users are visiting from

that small town that's not statistically significant it doesn't tell you a lot of information so try just deep dive and click on the different first state and then regions or cities in your geographic report don't worry if at a certain point you don't have more many more insights it's just because your nonprofits website doesn't have much traffic from that place and we cannot go to granular at that point do we have any other question on geo or Morgan's no doesn't work for you so again to do tha

t just click on that your report location and deep dive base on state city whatever it's meaningful to you is meaningful to you okay perfect so next we're gonna hop into our acquisition reports great so for these we can talk first about a quick overview so this will tell you anyone who has completed a conversion action on your site so whether that's they've signed up for to volunteer or they've actually donated this information will be housed here it'll also tell you what channels those users ar

e coming from so if people are coming from organic search if they're coming through a paid paid traffic source such as your ad grants account if you're on social any of that information can be housed here and you'll be able to pull in that information as well you also have the bounce rate and all that all those data points that we talked about earlier as well here and you can use that to to make some decisions around your website the other thing we want to talk about is if you're able to see spe

cifically for those different sources and mediums what types of the conversions you're getting or if a certain source is is generating more conversions for you you'll be able to see that information through the all traffic report so you can click there go to source and medium as you can see here and then quickly pull in that information that you want and you'll notice that we have the all users and returning users filters still on so you'll be able to see that comparison there as well you can al

ways like remove it or customize it you can see for example instead of looking at the old users or versus like returning users you might want to see mobile traffic for example and again this will give you insights on how like users are behaving on mobile and so on so there's a lot of customization that you can do thanks to these boxes on top here and of course remember to change the time frame if you need to yeah one quick question we got here as well as regarding if we can track the number of d

ownloads for a specific PDF on the site so we're going to go through how to actually create a goal in a little bit but one thing I'll just note here is there's definitely a way to do that you first will need to make sure that you set up that PDF download as an event or if someone does download that PDF may make sure your website flow then takes that user to some type of thank-you page so that you can actually track that so what we'll walk through that in a little bit but I just want to make sure

we touched on that yeah and the behavior report here you have something that is called events so basically events we didn't touch on this because this is a bit like e-commerce so it requires an extra tag but for example if you have a button on the website that says download PDF here or donate here and people can click on that like call to action you can track how many people called clicked on that call to action so for example the download link thanks to an event so talk to your developer again

this is not very difficult to implement and you can set up even tracking and also what you can do you can create a goal out of that event so you can say for me that event is a meaningful action is actually a conversion so in goals instead of choosing destination you would choose events go and you can track that is one of your conversions so definitely it's something that you can do requires a bit of extra coding but nothing crazy and you can talk to your developer for death right so will happen

to how to actually set up the goals here or where you can actually see and create them yes so goals are conversions so they will be reported here under goals again we said no extra coding was required if you go here and you go so if you click on admin here and you go into goals just right under view that's where you can create your goals of course it is a demo account so you will not be able to create goals in this demo account but you can do it in your own analytics account for example this on

e is a destination goal meaning that the user here decided they wanted to track one page as what their goal which is the entered the checkout page so here it's where you will go and there is like I'm very like simple and straightforward procedure to create the goal you will choose what type of goal you want you can put some description for your goal just make sure that you recognize it you give it a name and let's see that's how you create the goal and year-old so it's where you can put the funn

els so what we were talking about before so all the steps that people take before actually converting you can track those so that they will show up in the gold report so again to create goals super easy going to admin go into view and click on to goals and just follow the steps here if you get lost the Health Center helps you step-by-step on how to create a goal and if you want to go back to reports don't forget here you have on the Left all the reports super easy you go on conversions you're go

ing to go and you can see here for example in final visualization the goal and that we are tracking here is the goal that is called purchase completed so let's say I think you paid to say is thank you for purchasing and what they did here they set up a goal with funnels so what we were saying and people enter like the process of converting through blending on the cart page then billing and shipping and then they pay and then they review and then at the end they see the Thank You page that says t

hat purchase is being completed so all these steps are tracked into the gold through the funnel and you can see that the majority of people then drop out of the conversion process they do that into the cart which is something I'm not very surprised about because most of us actually put things in the cart and then we go back and convert later I think like 70 percent of shoppers are character band owners as well so you can track the card also for online donations or you can track the cards for exa

mple if you are selling something on your website to finance or your nonprofit something that you can do as well don't panic it's pretty normal actually this type of behavior but make sure that your card and like website overall is mobile optimized and that you do a lot of test conversions to make sure that the process is moves otherwise like abandoning the card is a pretty common behavior right I think you can we can also know it here so if you are gonna do some type of destination tracking for

that PDF download if you really want to know specifically the distinguishment between if you have like multiple PDFs on the page you can either when you setup that event you can either call it a different action like when you set up the event there's a category an action in a label section so you can either call it a different action or a different label or if you want to bring someone to a specific thank-you page you could have a different URL Thank You page for those specific PDFs and then th

at would be tracked separately so you can distinguish it that way and that the help center does pretty much out outline that for you really well yeah they're like really many ways I mean to think about this if for you for example if you don't have the right resources at the moment to set up ecommerce tracking you might find a workaround a tracking donation and if you don't have a thank-you page for example you might just want to start to track with an event how many people clicked on the donate

now call to action it's not super precise way of doing that but it still some information that is given to you and to your nonprofit at least to see the interaction of people with the call to action about donation before jumping straight into e-commerce one thing that will be maybe nice to see is like the behavior report you can see again the site content for example you can see all pages of your website I will just remove these um at the moment but basically here you can see what is the page wi

th the highest number of pageviews or like for example if you just added a new page on your website you can just search for it and see if it's receiving news or not you can see the bounce rate here super important metric we set so if you have a 90 percent bounce rate and for example you can go into landing pages which is the report that tells you where people are entering from which page people are entering in your website if you have a very high bounce rate let's say like 90 percent that tells

you a lot about your landing page you need to think strategically about this very high bounce rate on a given landing page doesn't mean that your website is not good it might just mean that people don't find on that page the information they were looking for so if you have a campaign about volunteering and you put a landing page on the donation page this is not what people were looking for so there will probably bounce and their bounce rate would be like high because they will not go to see anot

her page on the website because it's not what they were looking for so think about the bounce rate also this way it's like not black and white it's in things strategically about it in the acquisition report one other nice thing to look at is their referrals so I was once working for a nonprofit as a volunteer and once we liked so a huge jump in to the number of visitors on the website and very suddenly and we saw that all the users on that day were coming from a referral because the nonprofit's

website was featured on a magazine like online magazine so they were talking about didn't profit than they were saying visit their website ear so if you want to know for example after that your nonprofit has been featured on an online website if you want to know if that grows users to your website that's the referral arts report i'm very useful and you can see where people are coming from so what's the referral that Broz them to your website in this case it's more Googleplex com and then one of

the other things that is really important here is the multiple multi-channel funnel report so this is really cool it's gonna basically walk through we see today online that there's multiple interactions that users have with your site before they ultimately will decide you know to donate to you or in the case of the clients that I work with either purchase or fill out some type of lead form on the site so you can actually see how your different campaigns or how your different channels and platfor

ms are all working together to help drive users to either sign up to volunteer or to donate if that's the ultimate goal so this is really cool to see how these different networks and different platforms are all working together and you can see and start to distinguish that there's certain patterns between if someone sees a referral from a certain site or converts direct you'll start to see and distinguish certain patterns here and then you can decide you know how you want to pursue these differe

nt referral networks or you know paid campaigns strategically moving forward so what we see here is for example is that the majority of people in this time frame here on the top converted um so to come in in full action that you decided to track again very important you don't see conversions unless you do implement conversions through goals or through ecommerce tracking first coming to your website through a referral which is what we were talking about before and then going back directly so dire

ctly type in the URL of your website so they like to Calise to sessions before converting referral first and direct effort after again very good insights to know what steps people take before converting and super important thing to know 98% of us do not convert during the first session that the average like online shopping behavior which I guess can be absolutely associated to conversion as like for donations as well so it takes sometimes two users before completing a valuable action on your web

site so it's normal to have maybe more than one step here before people do actually convert what you can do also in these conversions report is like we said we track goals so here you can see how your goals are performing how many goals have been completed in this time frame and if they're coming from the new users or returning users a lot of things that you can know and you can also if you tagged your website for e-commerce or Heenan's the commerce you can have a bit more details about donation

s online so for example you can see how many sessions did act of shopping activities on your case donation activity and how many had a basket addition or not this is an enhanced e-commerce report so both ecommerce reports and enhance reports to be activated means need extra tagging so my advice is that since you would need to talk your website anyway go for the Hans küng ecommerce report talk about that with your webmaster you need to tell your website anyway with extra coding so you are doing s

ome extra tagging just do it like in the best way possible with enhanced e-commerce because you will have a lot of more information you can see for example let's say that you're selling some something on your website to fund your nonprofit finds your nonprofit you can see what people are actually buying online and what is the revenue that those products are bringing to you a lot of data here you can see sales performance so how our users performing what's the average revenue that you bought into

a given time frame what is important is that these type of reports conversions here whether its goals or whether its e-commerce they're ear but they can also be associated to any other report that you have on Google Analytics so for example if you go if you want to know if your Google AdWords campaign is being successful and you link to Google Adwords and Google Analytics you can go into Google ads and you can see the performance of your campaigns here you can see how many people clicked how ma

ny users came to your website thanks to your campaign and here you will notice that there is always a conversion column so you can see how many people converted online thanks for the fact that they click on an ad of your campaign and you can always change here you can see I want to see the Commerce report here or I want to see the goal purchase completed and so on so again conversions report leaves by itself and can give you a lot of tons of data multi-channel funnel report the comments report a

nd so on but you always can see how many conversions each other report associate how many conversions you had for each other report and I would say that maybe this is the best if you look at conversions into your acquisition report especially if you are running campaigns or if you have like like some social campaigns as well that's very important to know if it's actually bringing you good leads on the website and good conversions I think that's everything we're gonna cover in the demo there do w

e have any other life question no we may answer or is there a way to customize my report or dashboard to see the metrics that are meaningful to me yes if you go into customization you can create personal dashboards and you can create custom reports so if this is something that you're interested in it's something that we could cover in an advanced analytics training so how you can create your custom report so that instead of always every time adding the new users report here on the top or the ret

urning user segments like checking the geographic and seeing if people are coming from New York or San Francisco you can create your custom reports and make sure that you save them and you can always go back and they will give you the most meaningful insight one thing that you can also do is you can share these custom reports with other users if you know that like those insights are useful for your nonprofits as well you can save them and share with other people so definitely something that you

want to you want to try if that's useful to you and absolutely something you can do pretty easily you can create dashboards and custom reports okay so if there is no other question um it doesn't look like it right now okay yeah so that was a lot that was a lot but the nice dream is saved on our channel so recorded you can go back any time make good use of our Help Center as well we will add a link here to the livestream little info box to give feedback on this live stream if you sign up for the

live stream you will also receive an email for feedback so please give us feedback it's very important for us to continue to produce content that is relevant to you and to nonprofits in general and make sure you subscribe to our channel because we deliver live streams on a pretty regular basis we share case studies we share nonprofits testimonials on our channel so if you're interested Italy interested in to what's going on in Google for nonprofits and if you want to learn more about products th

at's probably the best source of knowledge for you at the moment so subscribe to our channel give feedback to our live stream and we'll see you very soon we planned and you live stream next month on how to use geo tools so Google Maps and Google Earth to tell a bit more about your nonprofit and share very good insights with your supporter so join the livestream same time July to aunty second we posted in the light in the YouTube channel anyway and thanks again for being here with us today thanks

les yeah thank you for having me thanks for your knowledge and next Raveena's be that today with us today and talk to you very soon and see you very soon bye