36
03/15/2022 1 © 2015 All Rights Reserved Web Analytics: Tracking for Success Using Google Analytics and Google AdWords Talley Wells, Atlanta Legal Aid Society, Inc. Mark Sherman, Nehmedia, Inc. Jillian Theil, Pro Bono Net

Web Analytics: Tracking for Success

Embed Size (px)

Citation preview

04/15/2023 1© 2015

All Rights Reserved

Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWordsTalley Wells, Atlanta Legal Aid Society, Inc.Mark Sherman, Nehmedia, Inc.Jillian Theil, Pro Bono Net

04/15/2023 2Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

• A Novice Web Creator’s Perspective• Talley Wells – Atlanta Legal Aid Society, Inc.

• Nuts and Bolts of Analytics – Nehmedia• Mark Sherman – Nehmedia, Inc.

• Using Analytics with Pro Bono Net• Jillian Theil – Pro Bono Net

Outline of Presentation

04/15/2023 3Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

What is Analytics?

Tracks

• who visited (general demographics)

• when they visited• how often they visited • how long they visited• where they visited• much more

04/15/2023 4Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Project Background

• Grant to build OlmsteadRights.org• Three purposes

1) Tell people 2) Enable self-advocates3) Provide lawyers with info

• Applied for Google AdWords Grant• What we were looking for• What we found

Talley WellsAtlanta Legal Aid Society

04/15/2023 5Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

OlmsteadRights.org

04/15/2023 6Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Why Analytics for OlmsteadRights.org

After we built OlmsteadRights.org

• Wanted to know who visited, how often visited, where they visited, what links downloaded, and what they liked.

• See if Social Media drew people to website

• Use Google AdWords with it.

• See what events drew people to website.

04/15/2023 7Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Website: Initial Launch

04/15/2023 8Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

We want Visitors and Members!

04/15/2023 9Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Facebook Ads

04/15/2023 10Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Targeting Facebook Ads

04/15/2023 11Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Targeted Litigation Director Email

04/15/2023 12Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Google AdWords Ad Grants

04/15/2023 13Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Making Successful Ads?!?!

04/15/2023 14Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Implementing Google Analytics

Perfect World Analytics

1) Identify goals of business2) Integrate goals into site with calls to action3) Setup web analytics to track goals4) Get traffic to site5) Measure goals as users visit the site6) Adjust design & content to improve goals 7) Rinse & Repeat

Mark ShermanNehmedia

04/15/2023 15Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Perfect World vs Real World

Perfect World• Design website with a focus on users and site objectives.

Focus on usability, layman’s terms that match search interest, calls to actions, and ways to engage that can be measured as goals.

Real World Analytics• Sites are usually developed by designers or developers and

typically fall short on user engagement, calls to action, and search engine optimization.

• Provided OlmsteadRights.org an audit of their site and recommendations to improve usability, engagement and goal tracking.

• Setup Google Analytics and Google Tag Manager to track goals, and created Google Analytics dashboards to monitor visitor activity.

Source: Plannersweb.com

04/15/2023 16Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 1 – Identify Goals of Site

Goal = Measurable, web-based (or something that can be fed-into tracking program), align with the goals of the organization.

For Olmstead Rights, these were the goals: 1) Join Olmstead Rights2) Resources in your state clicks3) File downloads4) Send email clicks

1

04/15/2023 17Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 2 – Integrate Goals into Site

• Typically Goals are NOT integrated into site design due to the focus on the look and stakeholder’s perception of the site.

• Ideally, a site should be designed with goals in mind as part of an initial website plan – what do you want the site to accomplish?– Business Card– Eye Candy– Informative/Educational– Lead Generation– eCommerce

• Regardless of state of a site, implement Google Analytics and start tracking what is actually happening. Provides a great source of insight to improve site functionality.

2

04/15/2023 18Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 3 – Setup Analytics

Setup Analytics & Goal Tracking

1) Installed Google Analytics (GA)*2) Installed Google Tag Manager (GTM)*3) Installed Google Webmaster Tools* 4) Instrumented goal completion tracking in GA

• Since OlmsteadRights.org was a probono.net site, these steps required probono.net support.

• LawHelp/probono.net, OpenAdvocate, and Custom Sites may require implementation help.

3

04/15/2023 19Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 4 – Get Traffic

Traffic = Real people visiting website

• Traffic comes from variety of sources: Google, Bing, Yahoo, Twitter, Facebook, advertising, etc.

• Some traffic is referrer spam (rogue bots and scammers trying to promote/sell/disrupt) and it’s not useful.– buttons-for-website.com, semalt.com, videos-for-your-

business.com– Filter out in Google Analytics – continuous process

• All traffic can be measured in Google Analytics

4

04/15/2023 20Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Google Ad Grant Program

Traffic Example #1: Google Ad Grant Program for Nonprofits • What it is: $10K/month free search

advertising from Google• People type in relevant search queries into

Google and a nonprofit ad shows up. People click and arrive at your website

• Some limitations apply• How to apply: www.google.com/grants

04/15/2023 21Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Google Ad Grant Program

• Allows you to spend up to $10K/month on search advertising

• $2.00/click limit• Also have access

to keyword planner tool

04/15/2023 22Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Google Keyword Planner

• For Disability related keywords ~250K searches/day in the US

• Could Spend $1.5K-$1.85K/day generating 1.4K-1.7K clicks with $2.00/click

• Requires focus, good landing pages, good ad copy

• May seem easy, but takes time, effort, and knowledge

• OlmsteadRights.org just starting campaign

04/15/2023 23Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Opportunity for Free Legal Services

• First glance, there are 2.5million searches/month in the US on Google for Free Legal Services, Pro Bono Lawyer, Pro Bono Legal services and related terms

• Average CPC around $2.60/click

04/15/2023 24Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Organic Search Traffic

Traffic Example #2: Organic Search • Build page content around core

terms, relevant to organization.• In time, these pages will help drive

organic (free) traffic from the search engines to your site.

• Work with an experienced search engine optimizer (SEO) consultant to get the most organic search traffic possible from your content.

04/15/2023 25Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 5 – Measure Traffic & Goals

Who’s coming to your site? (visitors)Are visitors doing what you want them to do? (goals)

Created Google Analytics dashboards to… • Highlight visitor attributes• Technology used on website• Traffic sources• Organic search details• Paid search details• Goals

5

04/15/2023 26Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Definitions

Key Definitions for Google Analytics (from support.google.com)

Sessions: A session is a group of interactions that take place on your website within a given time frame.

Unique Visitors: The Users metrics show how many users viewed or interacted with your site.

Bounce Rate: Bounce Rate is the percentage of single-page sessions

Conversion / Goal Completion: Goals measure how well your site or app fulfills your target objectives.

04/15/2023 27Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 5 – Measure Traffic & Goals

Visitor Dashboard – June 2015 Key Measurements• Traffic: Sessions,

Unique Visitors• GEO: Where are

they coming from• Country• State• City

• Engagement:• Bounce Rate, • Pages/Session/• Avg Session

Duration

04/15/2023 28Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 5 – Measure Traffic & Goals

Traffic Dashboard – June 2015 Key Measurements• Sources:• Facebook• Google• Twitter• Direct

• Channels:• Social• Organic• Direct• Referral

• Referrals• Sites that link to your

site and send users

04/15/2023 29Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 5 – Measure Traffic & Goals

Goals Dashboard – June 2015 Key Measurements• Goals – How many

people engaged• Joined• Emailed

• Which Channels Converted• Organic has highest

conversion rate• Direct has highest

numbers• Social has poor

conversions

04/15/2023 30Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Sample Goal Analysis

• Compare Goal Completions by Channel• Social and Direct Drove Significant Goal

completions when initial Facebook Campaign run.• Now Organic and Paid Search starting to drive

Goal Completions at a higher conversion rate• Note as Traffic decreased, Engagement (Bounce

Rate, Pages/Session, Avg Session Duration) Increased indicating higher quality traffic

04/15/2023 31Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 6 – Adjust Design & Content

Adjust design• Clear, unique calls to action• Build more AdWords landing pages for more

keywords > focus design on applicable goalsAdjust content• Create more pages relevant to service focus• Provide engaging/informative content that will

serve current website visitors Reason: Get more goal completions for site

6

04/15/2023 32Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Step 7 – Rinse & Repeat

Rinse & Repeat• Review goals of business – at least monthly• Are goals reflected in site design• Confirm analytics is always tracking• Continue to explore ways to acquire traffic• Continue to monitor goals as users visit site• Adjust design & content to improve goals

7

04/15/2023 33Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Partnering with An Expert

To implement this work, find an expert who…

• Understands your organization’s goals• Understands Google Analytics• Can implement data-driven changes on your

website to improve your goals.

Nehmedia is a Google Analytics Partner & Google Partner.

04/15/2023 34Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Google Analytics & Pro Bono Net Support

Jillian Theil

• Meta Tag info for Google Webmaster tools• Google Tag Manager snippet• Universal Analytics versions

04/15/2023 35Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

2015 LawHelp Analytics TIG with the Northwest Justice Project

• Expand support for Universal Analytics on LawHelp.org sites

• Develop a set of statewide website community dashboards in Universal Analytics to help programs better track and benchmark key metrics

• Leverage Universal Analytics and the LawHelp API to automate certain types of custom reports currently generated upon request by PBN’s tech team

04/15/2023 36Web Analytics: Tracking for SuccessUsing Google Analytics and Google AdWords

© 2015 All Rights Reserved

Analytics: Questions

Any Questions for… • Talley Wells – Atlanta Legal Aid Society

(404) 524-5811 / [email protected]• Mark Sherman – Nehmedia

(512) 828-6763 / [email protected]• Jillian Theil – Pro Bono Net

[email protected]

?