Using Analytics to Support Content Evangelization

Catholic Media Conference 2018 Green Bay, Wisconsin Billy Atwell, Chief Communications Officer Diocese of Arlington

AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

P A R T O N E

Diocesan Survey

FACEBOOK

Facebook Publishing Tools Tab

PART ONE - AUDIENCE

Facebook Insights Overview

PART ONE - AUDIENCE

Facebook Insights Posts Tab

PART ONE - AUDIENCE

News Feed Targeting/ Audience Restrictions

PART ONE - AUDIENCE

Facebook Insights Videos Tab

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

ANY QUESTIONS?

Who is your audience?

Third Party Paid Advertising

Targeted Devices Audience Breakdown

PART ONE - AUDIENCE ▶ BEHAVIOR

Email Distribution List PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Email Distribution

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Hurricane Relief Efforts PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Grand Total Raised over 2 Months: $125,770

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

Facebook Advertising PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Tapping potential donations PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

ANY QUESTIONS?

Contact Natalie Plumb, Digital and Social Media Coordinator Catholic Diocese of Arlington n.plumb@arlingtondiocese.org @NatalieJPlumb

More Social Media Resources: arlingtondiocese.org/CMC

Tracking and Measuring Success with Web Analytics

P A R T T W O

Recommended Resources at www.arlingtondiocese.org/CMC

PART TWO - WEB ANALYTICS

6 ESSENTIAL GOOGLE ANALYTICS REPORTS

REPORTS

GOOGLE CAMPAIGN URL BUILDER

CAMPAIGN URL BUILDER GOOGLE ANALYTICS

ACADEMY

ACADEMY

LINKS AND DOWNLOADABLE

RESOURCES ON GOOGLE ANALYTICS

LINKS + RESOURCES FROM TODAY’S PRESENTATION

SLIDES

Tracking and Measuring Success with Web Analytics 1. Understanding Google Analytics

a. Best Practices

b. Essential Reports

2. Case Study:

How the Diocese of Arlington used Google Analytics

to learn more about site visitor behavior on its

Diocesan website home page

#1 - Exclude employee traffic from your website analytics

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem: Employee visits to your website = artificially inflated website traffic

#1 - Exclude employee traffic from your website analytics

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution - Create an I.P. address filter How to: www.arlingtondiocese.org/CMC

#2 - Track visits to a landing page from multiple marketing channels during a campaign

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem: Knowing which marketing channel sent the most traffic

to your landing page during a campaign

#2 - Track visits to a landing page from multiple marketing channels during a campaign

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution – Google Campaign URLs Creating Google Campaign URLs for each campaign and all of its marketing channels

How to – www.arlingtondiocese.org/CMC

#3 - Track traffic from different sections of your website

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem –

Inconsistent URL structures

#3 - Track traffic from different sections of your website

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution: • Organize/Restructure your URLs

• Use the Content Drilldown report

How-to: arlingtondiocese.org/CMC

Anatomy of an organized website URL:

#4 - Track how site visitors interact with your site (e.g. where they click, what they download, etc.)

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution – Google Tag Manager How-to: arlingtondiocese.org/CMC

Understanding Google Analytics PART TWO - WEB ANALYTICS

Essential Reports

Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Behavior and Acquisition - the two most important report groups in Google Analytics Important Tip: For accurate Acquisition reports, create Google Campaigns URLS on a regular basis

Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Acquisition reports include: • Performance of campaigns and marketing channels* (All Traffic reports and Campaign reports) Behavior reports include: • Top landing pages (Landing Page report) • Top pages (All Pages report) • Where site visitors go after your home page (All Pages report – Navigation Summary Tab) • Top performing sections of your website** (Content Drilldown report) • Top downloaded resources and clicked links*** (Events reports)

* Requires Google Campaign URLs ** Requires clean, organized URLs ***Requires Google Tag Manager Setup

Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Learn more about these reports: www.arlingtondiocese.org/CMC

CASE STUDY

PART TWO - WEB ANALYTICS

Diocese of Arlington Home Page www.arlingtondiocese.org

CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

1. The Question How do our visitors interact with our

Diocesan home page?

3-STEP PROCESS USED FOR DATA ANALYSIS

CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

2. The Strategy Retrieving reports from Google Analytics that

gave us data on:

Website entrances through home page vs. any other page

Most-clicked elements on the home page

Top pages viewed after the home page

3-STEP PROCESS USED FOR DATA ANALYSIS

CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

3. The Visualization Built with Microsoft Power BI using the Google

Analytics reports we exported to Excel.

3-STEP PROCESS USED FOR DATA ANALYSIS

ANY QUESTIONS?

Contact Billy Atwell, Chief Communications Officer Catholic Diocese of Arlington b.atwell@arlingtondiocese.org @BillyAtwell

Additional Contacts:

Joseph Feeley Web Content Manager

j.feeley@arlingtondiocese.org

Natalie Plumb Digital and Social Media Coordinator n.plumb@arlingtondiocese.org

More Resources: arlingtondiocese.org/CMC