1. Using Google Analytics (GA) for Annual Report and Planning Fahzy Abdul-Rahman Family Resource Management Specialist Extension Family & Consumer Sciences National Extension Technology Conference (NETC) May 21, 2014

2. Outline I. Introduction II. Reporting: Using Google Analytics Data for Extension Work Reporting III. Planning: Using Google Analytics for Extension Programming and Planning IV. Conclusion

3. I. Introduction Originally, GA was designed for business E.g. Pages that has the highest hits, leads to the most revenue For Extension, any talks about evaluation need to revolve around the Logic Model. Evaluation is an everyday activity Can be done for various stages of you program As laid out in the Logic Model Can be done for various purposes These data can in turn be used for grants and proposals

4. Logic Model: Evaluation . an everyday activity that can be done for various stages of you program

5. Motivation Many of Extension activities nowadays are online based As funding has been cut As a more efficient way to do programming The issue: How to show the values of these online-based publications and activities How-To publications, webinars

6. First Steps Introduction to Google Analytics Installing the Google Analytics Tracking Code Working with Report Data Interpreting Reports Pageviews, Visits, and Visitors Time Metrics Traffic Sources Content Reports Fundamentals Account Administration Campaign Tracking and AdWords Integration Analysis Focus - AdWords Goals in Google Analytics Filters in Google Analytics Regex and Google Analytics Cookies and Google Analytics E-commerce Tracking Domains and Subdomains In-Depth Analysis Advanced Segmentation Analytics Intelligence Internal Site Search Event Tracking and Virtual Pageviews Additional Customizations Google Analytics Overview What we will not discuss today

7. II. Reporting Reporting in Annual Report and Promotion and Tenure Packet Pageviews (or unique) Journals brag about their reach and subscription Top 5, 10 articles, How-To publications How your website (and other Social Media outlet) has helped your program goals. Show that people who visited your site tend to E.g. visit other .gov resources [from your site], E.g. healthy _______ habit adoption Difficult to establish. E.g. high bounce rate ~ obtained resources or website not useful Using Google Analytics Data for Extension Work Reporting

8. Extension How-To Publication Report

9. E.g. Google Analytics Data in eXtension

10. III. Planning Depends on Extension Online Goals 1. Monetary: Donations, savings -> very similar to business model 2. Non-Profit (typical Extension): Volunteer sign-up, downloads, visiting your YouTube channel, webinar registration Two main ways: 1. Just use the metrics Usually along with dimensions & segmentations 2. These goals need to be converted into Google Analytics Goals. May involve some tricks. Using Google Analytics for Extension Programming and Planning

11. 1. Utilize the Metrics Directly Use results available directly from GA Make sense out of them If the youth group has very low site access, If the bounce rate from mobile users is almost 100%, If main search keywords that lead to your side are hair extension, Working in Extension, you have an article on hair trimming recall. Planning

12. 2. Using Google Analytics Goals Start with typical business plan or Logic Model. Here is a business example. Easier to measure due to $$$. Planning

13. 2. Using Google Analytics Goals Planning Start with typical business plan or Logic Model. Non- businesses tend to involve less $$$ goals more difficult.

14. 2. Using Google Analytics Goals A trick is involved here. See Goal URL In Google Analytics, you have four ways to track goals: 1. URLs 2. Time 3. Pages/visit 4. Events Planning

15. GA Goal Example After you have set up goals (and intermediate goals) in GA: the Funnel Visualization report will display perhaps the single most definitive funnel performance metric in Google Analytics: the Funnel Conversion Rate. Goals & funnels are not retroactive. So, dont delay!!! Planning

16. With Goals, Measure Goal Conversion Planning

17. E.g. Funnel with a Goal Set Planning

18. IV. Conclusion GA is not perfect but certainly better than nothing. It contains valuable information that can be utilized for site, planning, and program improvements. Start simple. When reporting trends over time, be consistent. Segment, segment, segment . for enriched results. You may look back for some of the metrics Things will be a lot easier if youve planned ahead with regards to the metrics, dimensions, and segmentations used. Retroactive data: Some data you obtain retroactively; others no.

19. Fahzy Abdul-Rahman Using Google Analytics for Annual Report and Planning National Extension Technology Conference (NETC) May 21, 2014