Jen BolandSara Hoffman

Google Analytics as a Fundraising Powerhouse

Nonprofit Marketing & Fundraising

UX & Visual Design

Web & Mobile Development

Our ServicesPartnering with Leading Nonprofits Since 2001

About Us

Lead Digital Analyst

@jenboland

Lead Digital Analyst

@salsus

Jen Boland Sara Hoffman

#gafundraising

Agenda

• Identifying How Users Came To Your Site

• Basic Donations Tracking

• Learning More About Conversions

• Learning More About Tracking Non-Converting Traffic

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Identify how users are coming to your siteGoogle Campaign Tracking

Acquisition = Traffic Sources

Default Channel Grouping

• URL typed directly into address bar, used a bookmark.

Direct Traffic

• Followed a link from another site

Referral Traffic

• Searched by typing in a keyword and clicking on a result (organic or paid).

Search Traffic

Your Marketing Efforts =

Your Campaigns

Your Friends, Query String Parameters

Donation2?df_id=12362&12362. donation=form1&s_src=FY17_ABC

Meet Your NEW Best Friends

utm_campaignutm_mediumutm_sourceutm_content

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Definitions: Source / Medium

• The channel through which they came: referral, direct, search (organic or cpc), others

Medium

• Where they came from: the site with the link, the search engine

Source

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Elements of Campaign TrackingLinks in emails should all contain these URL parameters in order for Google Analytics to be able to identify email traffic. Otherwise, traffic would come in from mail.yahoo.com as a referral, for instance.

Campaign

Medium

Source

Content

Broadchannel, method,

publisher

Specific“place”, website, email campaign in Luminate,

“Who is delivering readers”Optional

Variant, test information, date/time, name of URL redirect

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giving-tuesday

email

thanksgiving

engagement

membership

social

twitter.com

facebook.com

instagram.com

cpc

Google

Bing

Facebook.com

Paid Ads

Where these naming conventions and concepts came from – Google AdWords made the rules

AdWords - Auto TaggingGoogle AdWords will write your URLs for you… but Auto-tagging is turned off by default.

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Definitions: Campaign

< insert definition here >

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Definitions: Campaign

direction, big idea, meet larger goalwhy are we targeting these sources

through these channels?for what purpose?

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Using a “URL Builder” alone can lead to inconsistency

Create A Framework

Campaign Medium Sources

bbcon2016 social twitter.com

bbcon2016 email progressive-exchange

bbcon2016 print coaster

Bbcon2016 cpc Facebook.com

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Internal Documentation Is A MUSTGoogle Campaign Name

Internal Name Status Start / End Goals/Action /Content

renewal Default Renewal

evergreen - Identify series in content.

year-end End of Year Fundraising

annual Oct-Dec YOY Links should land on Donation Forms.

giving-tuesday Giving annual 1st Tues after Thanksgiving

Links should land on Donation Forms.

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Even Hillary Does It

https://www.hillaryclinton.com/donate/give-today/?amount=200&utm_source=sp&utm_medium=email&utm_campaign=201609

27hfa3_fr&utm_content=26634326-20160927-HFA2-qd%20(1)

Gage Skidmore/Flickr

Do Not Use

Internal LinksHigh Dollar

Low Ask#gafundraising

Do Use

Vanity URLs for:Direct MailOffline AdsPSAs

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www.yourorganization.org/give turns into www.yourorganization.org/donate?utm_campaign=yearend&utm_source=aquisition&utm_medium=directmail&utm_content=AQ1234

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Find ReportsStandard Reports - As Primary or Secondary Dimensions

Acquisition > All Traffic > Source/MediumAcquisition > Campaigns > All Campaigns

Advanced Segments

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Create Segments In Google Analytics

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Apply Segments To Reports

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Find Trends

Plot Rows To See Dimensions

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Campaign Tracking Recap

• Redefine “Campaign” for YOUR organization

• Document and Follow a Framework

• Create and Use Segments in Google Analytics

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Track Your DonationseCommerce Tracking

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Think of Your Donation Form as Store

How do you report on Donations today?• By Form (Name - ID)?• By Issue Area?• By Designee?

$$$$$• Product Name• Product SKU• Product Category

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• Donation Form Name• Source Code

Product

• Donation Form Id• One-time vs Monthly• Center or Security Category Id

Product SKU

• One-time vs Monthly• Join, Renew

Product Category

Configuration Options

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How the users arrived at the site

Revenue from these users

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Form Id – giving level - frequency3104-Bronze-Onetime

3104-Gold-Onetime

3104-Other-Onetime

3104-Bronze-Monthly

1234-Other-Onetime

3104-Silver-Onetime

3104-Bronze-Onetime

6868-Bronze-Onetime

3114-Gold-Onetime

5487-Bronze-Onetime

Transactions

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Can you figure out which of these donation forms could be amonthly form?

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Can you figure out which of these donation forms could be amonthly form?

Setting It Up

Go to Community for Code Samples

http://bfred.us/2cZoSmV - classic ga.js

http://bfred.us/2duWqOS - GTM

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Find ReportsWhat channels are converting more/less?Ecommerce > Overview > Change Top Revenue Sources to Source / Medium

What Donation Forms have the most conversions?Ecommerce > Overview > Product or Product Performance

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Key Takeaways:To sync up a “donation form/product” to a transaction, each use S120 tags to populate Google Analytics' Transaction ID.

It is searchable in Luminate Online.

Tracking Donations Recap

• Think About Your Donation Forms as Product in a Store

• Consider how to use Product Name, SKU and Category to provide meaning for you and your org

• Make sure to identify one-time vs monthly gift to help calculated fields make sense

• Bring in the Luminate Online Transaction Id for additional ways to look up transaction information

Learn More About Your Users and DonationsEnhanced eCommerceInternal PromotionsShopping BehaviorCheckout Analysis

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Makes adding eCommerce code easier

Tag OneAnalytics

Tag ThreeAdWords

Tag ThreeRemarketing

Tag FourFacebook

Installed into your website through one

tag snippet

Google Tag Manager

http://bfred.us/2d995UL

or

Google : enhanced ecommerce tag manager

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Revenue & Transaction Tracking

• Security Category• Center or Chapter

Affiliation

• Event Type• Donation Effort

Brand

• One-time vs Monthly

Variant

• Join v Renew• Registration v Donation

Category

Helpful Enhanced Ecommerce Reports

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What onsite elements are driving users to donate or provide their email address? Which promotions received the most clicks or conversions, on what pages?Marketing > Internal Promotions

What donation forms are visitors reaching? What are the conversion rates on each donation form?Product Performance

Are my visitors reaching donation forms? What is my overall conversion rate? Where are users falling out the funnel?Shopping Analysis > Shopping Behavior

How far are users making it through the donation form?Shopping Analysis > Checkout Behavior

Internal promotion tracking allows you to see what content is driving clicks and conversion on your website.

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Promotions work beyond fundraising!

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Dig into Traffic Sources

What language could work best?

Requires helper script that looks for a specific class or ID on your ads or URL parameters that specify the ad’s name, creative, or position.

Ex: ?promo_name=MatchingGift& promo_creative=hero_space& promo_position=mainUse with a gtm event, ex: ‘event’ : ‘promotionImpression’

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Promotion Impressions

Check out step 1

Check out step 2

Check out step 3

Fire AddtoCartwhen user interacts with any donation form field

Product (Donation Form) Views

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Pass the Donation Form Name and ID in the donation form to make it easier to see which donation form is which.

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Apply Segments

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New Calculated Metrics appear with Enhanced Ecommerce

Gift Info

Payment Info

BillingInfo

Checkout Behavior Analysis

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Form View to Conversion

Solving ProblemsForm Analytics and Error

Messaging Tracking

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Capturing Errorsvar $errors = $('.form-error');var labels = [];

if ($errors.length > 0) {$errors.each(function(){

var $this = $(this);var label = $this.find('label').text().replace(/:/g,'');labels.push(label);

});dataLayer.push({

'event' : 'formError', 'errors' : labels.join('|')

});}

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Measuring Completion

Use JavaScript

Or…

Google Tag Manager

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Session Recap• Campaign Tracking identifies traffic on your website related

to your marketing efforts

• eCommerce Tracking makes it rain $$$$$ in Google Analytics

• Enhanced Ecommerce, Internal Promotions and Event Tracking help you dig in to problems.• By Traffic Source• By Behavior

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Thank You!

jen.boland@beaconfire-red.com

@jenboland

sara.hoffman@beaconfire-red.com

@salsus

Jen Boland Sara Hoffman

#gafundraising

Did that leave you inspired, wired, or fired up?

Tell us in a session survey on the mobile app, and you’ll be entered to win a complimentary pass to bbcon 2017 in Baltimore!

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